How hair and beauty businesses can focus on male grooming to grow their business
4 mins
Are you looking for new markets for your hairdressing or beauty services business? You might be overlooking an entire segment of our population - men!
Men have become more image conscious over the last decade, with various high-profile influencers challenging traditional ideas of masculinity. The demand for grooming products and services from men is set to sky-rocket with the industry expected to grow to almost $19 billion globally by 2027*
Men’s grooming services were once limited to haircuts, beard care, facial washes, but gone are the days of washing your face with a three-in-one shampoo, conditioner and body wash. Gender norms are changing and men are embracing grooming products and services that make them look and feel more confident.
Today they include products and services that were once associated with femininity. Men want to look better, and are now considering ways to improve their appearance such as more intense skincare treatments, sunless tanning, injectables and even makeup.
More than face value
Men have been doing their research and are just as eager as women to join the ever-expanding skincare trend.
Some men may start using a particular product or treatment for clinical purposes (eg. for acne or eczema) but, once they enjoy the positive results, will become increasingly aware and motivated by the need for self-grooming and healthy skincare habits. They are then more likely to include anti-aging, moisturising, natural products, and beard trimmers into their daily routine.
Hair trends
From short fades and undercuts to mid-length comb-overs and quiffs and even long man buns and braids, there’s a stylish option to suit every hair length and type this year. What’s more, men will be looking for the associated hair treatments and products to keep long locks looking good and short cuts sharp. Consider offering packages that include a service plus take-home maintenance products between salon visits.
The demand for hair loss treatments is expected to grow in the coming years, driven by growing consumer awareness, and increasing availability of new treatments. Men, in particular, will be on the lookout for affordable, non-invasive, preventative treatments.
Body beauty
Consider adding a ‘man tan’ to your list of male grooming services. With the sun causing numerous health problems and contributing to early ageing, sunless tanning has become more and more popular. Men are jumping on board to get a flawless effect without causing long-term damage.
To continue the flawless effect, men are looking for natural, discrete hair removal services, from waxing to more permanent hair removal services, and are less likely than women to rely on DIY hair removal methods.
Gender neutral is key
The next few years will see an expansion of male grooming specialty salons fueled by demand from men.
Taking an inclusive marketing approach and careful branding may enable your hair and beauty business to successfully tap into the men’s consumer market without compromising your existing customer base. By using gender-neutral packaging and branding, your products and services will suddenly appeal to an entire consumer base that may never have considered them before.