The modern man is seen as a figure who is confident to care enough about his looks. Attracting this market of men into your clinic or spa is vital if your current customer list if predominantly women and you want to access every market out there that you can possibly serve.
Increasing your male customer list may require you to start recruiting more males on your aesthetic practitioner team. A male visitor might appreciate a male aesthetician’s advice more, or at least they have the choice to choose! It may be comforting for them to receive the opinion of either, but having a diverse team on board shows that you are a modern recruiter!
Male aestheticians on board also help break any misconceptions that all procedures create a feminine look. If your aestheticians have improved contours, then as a walking model, this may inspire other potential male customers.
In 2019, out of the 27,000 cosmetic procedures that took place, according to the British Association of Aesthetic Plastic Surgeons’ annual survey, only 7.9% of these were on male patients.
The male cosmetic market is still a fairly untapped market. To step into it, you will need to ensure your marketing presence online through your website (which should be gender neutral and not pink and purple!) and in-clinic is targeted towards both men and women. Secondly, you need to have offers tailored specifically towards men.
Show that you understand the male market and popular treatments for men. Whether these treatments require a single treatment or a series of separate treatments which could form a package deal.
Fillers
Take a look at fillers for example, they can be used to create more masculinity in men who may have more feminine features, e.g. improving the jaw contours. Similarly, fillers can also target areas to create the less tired look around the eyes and also single points of correction, e.g. straightening the nose with non-surgical rhinoplasty. More importantly, filling out those ageing wrinkles.
Botox
Improving the male expression to appear less tired and less worried look. Also addressing any excessive sweating.
Hair treatments / balding
A popular restoration treatment that all men will consider during their lifetime. This is an area you will need to beat the local competition over as these treatments are already popular over fillers. Hair treatments are an easy way to get male customers through the door for future cosmetic surgeries.
The aesthetics market is greatly undervalued when it comes to the male market, but the certain thing is that it is growing. Male cosmetic surgery will trend significantly over the coming decades.
Profiling Male Patients to attract more male customers
Understanding each male customer is a good place to start. However profiling the ideal male customer should be priority. Knowing your target audience inside out, requires you to ask yourself questions such as:
Once you have tailored your marketing plan according to some of the above features we have discussed, you will no doubt be on your way to attracting more male patients to your clinic.
