Men’s skin care is all about high performance. Insightful integration of an effective, daily regimen is as vital to improving the health of men’s skin as it is to women’s, but getting most men to do this is difficult unless the skin care professional has a good understanding of masculine psychology. Understanding what moves a man to commit to daily practices that will improve the…

by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII Men and women are incredibly different, especially when talking about what makes them push the purchase button while surfing a website or what leads them to pick up the phone to make an appointment at the spa. If skin care professionals are looking to grow their male client base, making a…

The quest for clear skin is no longer consigned to women’s magazines or women in general. Men have finally begun to learn that they too have skin care needs and that they can look and feel better by taking care of their skin. And it does not have to cost much or be as complicated as they once thought! Their desire for effective skin care…

The trend spans over a generation and solidifies. As years pass, an increasing percentage of men value the benefits of skin care products and many seek spa services. Demographics support that men’s use of products and more frequent bookings of spa visits represent significant business growth opportunities in cosmetic retail and to the professional aesthetics industry. Changing attitudes towards the importance of one’s appearance take…