This transformation was driven by changes in habits, especially during the Covid-19 pandemic, when people began to place more value on self-care. In addition, society is maturing when it comes to men's aesthetics: a movement that is gaining strength with the return of barbershops, which have specialized in offering the best in hair and beard care. Following this, we are seeing trends such as gender-neutral beauty and simplified skincare, with products and treatments designed for men gaining more space in society.
THE TABOOS
There are still some barriers when it comes to men's aesthetics. The stigma that men should not care about their appearance is still common. Another issue that keeps this audience away from aesthetic clinics is the embarrassment of visiting mostly female environments and, often, not knowing which procedures they can have done.
Given this, aesthetic professionals can make some efforts to reach out to this audience and make them more comfortable. The first step is to present the treatments and benefits to men in a natural way. Only then will it be possible to minimize the “social strangeness,” as well as help them learn about the possibilities and debunk myths about the procedures. Another factor that should be addressed is the importance of these treatments for health, well-being and self-esteem, something closely tied to mental health, another topic that is gaining strength in society.
Beyond these issues, serving clients in a more personalized, agile and discreet way is a differentiator that clients of all genders are looking for. That is why having a pleasant, welcoming environment benefits male clients and all other clients alike. Aim for welcoming, clear communication: explaining things in a simple and educational way can make the difference in winning over this audience.
WHAT DO MEN WANT?
Hair and body treatments, as well as options for caring for the skin, removing spots and preventing aging, are among those most sought by men. In addition, many men are still afraid of the pain that some aesthetic procedures can cause, so offering non-invasive technologies that deliver results with more comfort is an important deciding factor in attracting this growing audience.
Another thing that catches men's attention when it comes to beauty is simple, practical procedures, preferably those that leave no marks and allow them to carry on with their normal routine after the sessions. That is why treatments that do not require excessive aftercare from the client tend to attract more people and be more successful in aesthetic clinics.
NEXT STEPS
Some professionals may be wondering whether this audience is a passing success or a niche that will remain stable in the future. According to the Research & Markets report, the aesthetics market will keep expanding in 2023, and global revenue in the men's beauty market is forecast to reach US$ 78.6 billion. Leading companies in the segment are expanding their investments to offer products and technologies that meet the demands of men's aesthetics.
An example of equipment that can help attract more consumers in this niche is Tonederm's new launch: the Níoo. The world's 1st Mobile Modular Multitreatment Station allows you to combine procedures, which makes applications faster, and it features technologies that reduce discomfort during sessions. Another differentiator is that the Níoo is a mobile station, meaning it lets you provide personalized care wherever the client is. Click here and find out everything about this new release.
With all the data presented here, it is worth considering investments that serve the men's segment. More and more, we see people building a healthy relationship with aesthetics, and men are a good example of this. That is why it is important to encourage this audience to keep taking care of themselves since, beyond purely aesthetic results, self-care promotes quality of life.
