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Maximizing the Male Market

Posted: March 31, 2008
Courtesy of Skin Inc. magazine, this article focuses on treating and maintaining a male spa clientele by touching on factors integral to understanding the male market demographic.

Editor’s note: This article is based on a presentation given by the author at America’s Expo for Skin Care & Spa 2008 in March.

He may be a banker, construction worker, CEO, fireman, bus driver or stockbroker. He’s most likely compulsive—he wants what he wants when he wants it, and he’s stimuli-driven—sports channels, car magazines, talk radio and ice cold beer. He’s the typical guy—only the new kind of typical guy who now understands what it is to take care of himself. He wants to be taken care of, yet doesn’t want it to be obvious. He wants to be a part of that exclusive guys-only club where guys can be guys and yet feel good about their image.

This is the typical male market demographic. But how do you turn this barbershop-boy demographic into a profit-generating, metro-male spa clientele? The typical male client is a well-rounded executive who has now transformed to include sons and fathers of loyal clients. From young men to their grandfathers, take the opportunity to tap into the full gamut. And although the following four-step process can be viewed as simplistic, it is only through consistency and maintaining fluidity in the process that results can come to full-circle success.

Step 1: Men’s female backing

First and foremost, it is imperative to understand where most men receive their inspiration and direction for personal services—women. The female market dictates the direction of the male demographic. Be it through a wife, girlfriend, mother, sister or significant other, the majority of males gravitate toward the sense of style directed by the significant female in their lives.