The male market is one of the fastest growing demographics in the aesthetic industry. There has been an increase of more than 40% in male patients in the overall cosmetic procedure in the past five years alone, and approximately 70% of men have shown interest toward cosmetic surgeries.
Regardless of gender, maintaining a well-groomed appearance is crucial in today’s society. Men are shopping more frequently now than ever before, and men’s skincare has experienced substantial new growth. Today’s men are more image-conscious and, as a result, are more likely to seek treatments that keep them looking modern and fresh.
Men are particularly interested in non-invasive, low downtime treatments such as manscaping, wrinkle removal, microdermabrasion, facials, chemical and laser peels, and injectables, including neurotoxins and dermal fillers.
While the male aesthetic market is still in its infancy, men are growing more comfortable with breaking traditional masculine stereotypes every day. Men today are shopping more frequently than ever before, and men’s skincare has experienced double-digit growth in the last few years. Likewise, affluent and trend-conscious gentlemen now account for 40% of luxury fashion sales, growing 14% in 2011, compared to an 8% growth in women’s. It follows that men will also become more inclined to seek out cosmetic procedures as well.
There are great retention benefits to capturing the male market. Male patients have a higher retention rate than women. When a man finds a provider he is happy with, he is more likely become a repeat customer and less likely to change providers or shop around than his female counterpart.
To pique a male patient’s interest as a provider, you should examine your website, brochures, videos, social media posts and other marketing materials to be sure you communicate that you are comfortable catering to their specific needs. Male patients need to be made aware that you offer tailored treatments to address their aesthetic concerns. Most men want to achieve a fresh and healthy appearance rather than the feminine goal of youthful beauty with silky skin and high arched brows. You should be able to speak about the male treatments you offer with confidence. Offer a broad variety of reading materials in your waiting area rather than those geared solely towards women, promote your male skincare line, and consider a neutral décor to make the environment less traditionally feminine and more relaxing. Become the expert in your market for the rapidly growing market of men in aesthetics.
With the breakdown of traditional gender stereotypes and upswing of selfies and personal care, it seems likely that more men will flock to treatments geared toward keeping them looking healthy, fresh, and modern than ever before.