The beauty industry shows its masculine side

During my lifelong experience as a manager of beauty salons, I’ve learned that the most important art in business is quick reaction to the changing tendencies of the market as well as the formation of attractive offers. Observing the latest trends and novelties is essential – the selection of technology cannot be haphazard. If we rest on our laurels, the competition will simply leave us behind. One of the most important factors is the high-quality of services and standards, thanks to which we are able to build lasting relationships with our clients. Along with technology, the profile of consumers using aesthetic medicine, cosmetic and plastic surgery services is also changing quickly. It is no longer strictly the domain of women – the sight of male customers in an aesthetic medicine clinic doesn’t surprise anyone. The times when shaving cream and a shaver were the only products that men stored in their cosmetic chest are over. The modern man wishes to be fashionable, well-groomed, active and athletic; thanks to this he feels young and wants to look young as well. Men’s interest in aesthetic procedures is growing year by year. Their knowledge and awareness of care methods is also increasing. Currently, a visit to the aesthetic medicine clinic is just as normal as a visit to the dentist or barber. All the more important, considering that in today’s world attractive appearance is not only important for success in one’s private life, but also one of the main factors determining a man’s professional success. That’s why the beauty industry began a real campaign, for the up until now unnoticed client. Today, no renowned and respected beauty clinic can do without a care offer dedicated exclusively towards men. It should be added here that taking care of oneself is not perceived by men as an unpleasant chore, but is rather a relaxing and pleasant experience. The statistics don’t lie – over 30 percent of our clients are men who visit us often. They use modern technology as often as their female counterparts do. Laser, ultrasound and RF waves are just some of the most popular solutions used by men. Today’s male is active, lives in the fast lane and wants to take advantage of the above-mentioned procedures. They are fast, safe, and give natural effects. Men are increasingly often using non-invasive procedures, with effects similar to the likes of which until now were only possible by going under the scalpel. One of these procedures is Ulthera, which provides spectacular results of face lifting and the slowing down of the aging process. An example of one of our customers who used this procedure in our clinic is Polish actor Bogusław Linda. Men are also frequent guests at our SPA. Therefore, it is quite common for us to create packages devoted especially to the male clientele. Beer baths or care rituals allow men to relax and find peace. Recently, business meetings in special VIP rooms at our SPA have become popular. Summarizing, year after year the aesthetic market is becoming more open to men, who are becoming a stronger group of consumers in this branch. Every professional in the beauty care field should carefully monitor the development of this market and put forth an evermore attractive offer.