This document discusses strategies for marketing personal care services and products to men. It notes that the male market size is large and growing, with men making up nearly half the US population and spending on personal care services for men increasing. While many stereotypes of men no longer applying, the document recommends appealing to men's desire for quick, convenient services that highlight tangible results. Suggestions include highlighting product usefulness, focusing on key benefits, and using "powerful" language that emphasizes concepts like protection and performance when marketing to men. The document also provides tips for retail environments, facilities, and marketing communications to better attract the male customer base.

1. Male Magnetism:
Are You Marketing
to Men?

2. Your Presenter
Wynne Business provides consulting and education, including
live seminars and on-site team trainings, for the spa and salon
industry
• Lisa M. Starr
– 20+ years experience in
salon & spa industry
– Senior Consultant,
Wynne Business
– Community Ambassador,
Gramercy One
– Consultant, educator,
writer, presenter

3. The Male Market

4. Size of Men’s Market
• Slightly less than half of US
population: 2010 census
151 million
• Median age in US 35.8
years
• 70.1 m fathers
• 1 in 3 men are principal
household shopper (Neilsen)

5. Men and Personal Care
• Non-invasive medical
procedures on men
up 45% since 2000
• Currently 22% of spa
clients
• 80% of salons offer
men’s services
• Spending expected to
exceed $33.2b by
2015

6. Men & Personal Care
• 60% of male spa clients have
been going less than 5 years
• For 49%, 1st visit was hotel
or resort spa
• Less than 15% focused on
appearance, rest on stress
reduction & emotional
health

7. Today’s Male
• Live alone longer
• Men making more
decisions due to
changing roles and
perceptions
• Many men raised by
single women, not
influenced by
“traditional” roles

8. Men and Personal Care

10. Preparing
for Men

11. Physical & Facility Issues
• Men’s Only?
• Use of Space
– Seating areas
– Flow
• Locker & changing
areas
– Larger lockers
– Suitable benches
– Vanity spacing
– Amenities

12. Physical & Facility Issues
• Gender-neutral
environments
• Warm, earthy
colors
• Appropriate
robes & slippers
• Easy visual cues

13. Male-oriented Services
• Massage!
• Fitness & Sports-
oriented services
• Man-icures
• Hand & Foot
Treatments
• Skin Maintenance

14. Menu Considerations
• Gentlemen’s section
• Copywriting
– Powerful words &
images
– Competitive nature
• Quick & easy to
understand

15. Menu Considerations
• Highlight results
• Be accurate with
timing
• Be concise!

16. Retailing
to Men

17. Madison Avenue’s Approach

18. Men & Shopping

19. Retailing to Men
• Highlight product
usefulness
• For men, good
shopping trip
means it was
quick and
convenient
• Packaging
– Appearance & use

20. Retailing to Men
• Functional approach
• Immediate results
• Focus on key
benefits

21. Specialized Retail

23. Attracting Men’s
Attention

25. Old Stereotypes Don’t Exist

26. Segmenting the Men’s Market
• Results-oriented
– Grooming as a necessary
evil
– Convenience
– More price sensitive
• Experience-oriented
– Stress relief
– Interested in quality
– Less price sensitive

27. Financial Implications
• Good grooming
generates wage
premium of 4-5%
• Recession has
affected spending
patterns less
– Eating out
– Home purchases

28. Men & Appearance

29. Relating to Men
• Live in the now
– Not browsers
• Looking good =
– Strong
– Authoritative
– Confident
• Appeal to
competitive nature

30. Relating to Men
• Men shop alone
– It’s not the
“experience”, it’s task
accomplishment
• Base decisions on
logic & facts, not
emotional value
– If A, then B

31. Men’s Language
• Seek “powerful” words
& images
– Wrinkle-defense
vs. Fine-line minimizer
– Tool vs. Loofah
– Defend, protect, security,
conquer, rule

37. T.J. Maxx
Brooks Brothers

38. Women’s
Version

39. Men’s Version

44. Male Magnetism
Thanks for your attention!
Questions? Lisa Starr at
gotalkone@gmail.com
Gramercyone.com/blog
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