Healthy skin and a youthful appearance are just as desirable for men as for women. While this may be true, men are still in the minority in medical spas. According to the Cosmetic Surgery National Data Bank Statistics, a whopping 90 percent of cosmetic surgical procedures are performed on women. Men are just beginning to dip their toes into aesthetic services and, as such, make up an eager pool of potential clients. Innovations in treatments have made the industry more results focused and science based, which are both appealing to men. “We believe the boom in growth among women will level off eventually, and the male market will become more and more important,” says Bart Zoni, cofounder and chief marketing officer of DermWorx Skin Health. “Providers with a good men’s strategy now are setting themselves up to be in a good place in the future.” Experts weigh in on developing a smart men’s plan for your medical spa.
Speak the Same Language
More men are visiting medical spas, but much of the dialogue in the industry is still geared toward women. Here’s what the experts recommend to communicate effectively with potential male clients.
“Speak to them like a mechanic for their skin, and show them you have special technical knowledge and skill to fix their problem.”—Bart Zoni, cofounder and chief marketing officer, DermWorx Skin Health
“I take an authoritative approach. Men are coming to me for my expertise, so they don’t mind getting a frank assessment. They know they have a weak chin, love handles, or thinning hair and appreciate me getting straight to the point.”—Jessie Cheung, M.D., director, Jessie Cheung MD Dermatology & Laser Center (Willowbrook, IL)
“During a consult, men want the strongest, fastest solution in simple language. They want to spend less time discussing the options and more time discussing the end results.”—Sonam Yadav, M.D., cosmetic dermatologist and medical director, Juverne (New Delhi)
“We speak to guys in very general terms and let them say what really concerns them so it doesn’t feel like a vanity issue. It’s more about looking good for work, staying young and vital looking, and competing with younger associates.”—Bruce Katz, M.D., Juva Skin & Laser Center (New York City)
What Brings men into your medical spa?
Men are seeking a variety of solutions for their skin and body concerns. Here are the top reasons they book appointments.
“We live in an increasingly visual world. Video conferencing, LinkedIn, social networking, and more put pressure on men and women to look their best at any age.”—Bart Zoni, DermWorx Skin Health
“Men prefer therapies with long-lasting results and don’t mind downtime.”— Jessie Cheung, M.D., Jessie Cheung MD Dermatology & Laser Center
“Men want to look refreshed and age gracefully but still look masculine. They don’t want to be frozen with Botox or overfilled with facial fillers. They want subtle improvements to keep aging at bay.”—Norman Rowe, M.D., board-certified plastic surgeon, Rowe Plastic Surgery (New York City)
“Men want to look as good as they feel. When they start to look older and it doesn’t reflect their inner sense of themselves, that’s when they decide to come in and get improvements. They see it as important for their careers and romantic life, so that they feel competitive with younger generations.”—Bruce Katz, M.D., Juva Skin & Laser Center
“Men definitely go for a natural, non-operated-on look. They are very careful not to show that they had plastic surgery done. They often want to correct something and care less for preventing issues.”—Vartan Mardirossian, M.D., board-certified plastic surgeon, Mardirossian Facial Aesthetics (Jupiter, FL)
With demand for results reigning supreme for men seeking aesthetic services, it’s no surprise these services are the most requested. According to the most recent statistics gathered by the American Society of Plastic Surgeons (ASPS), these are the most popular minimally invasive procedures for men.
- Laser hair removal
- Chemical peel
By the Numbers
A recent small survey conducted by DermWorx Skin Health for DermWorx 360, which provides customers with marketing and media support, discovered interesting insights about men’s spa preferences.
- 71% value healthy and youthful looking skin into their 40s and beyond
- 51% are willing to purchase anti-aging products and professional services if convinced of efficacy
- 84% believe the most important thing about skincare products and treatments is that they work
- 46% purchase skincare products regularly
- 22% have seen a skin professional for aesthetic treatment
- 12% of men feel skincare marketers and businesses understand their needs
Made for Men
Skincare manufacturers have experienced great success with product lines designed with men’s specific needs in mind. Here, they share valuable insights that apply to medical spa services.
“Newer technologies and discoveries implemented in skincare can make these products much more effective at producing results than they were in the past. Considering the industry is seeing an increase in consumer sales by men, they should focus their attention on continuing to expand the products and lines that address male specific skincare needs or concerns.”—Christian Jurist, M.D., medical director of global education, Pevonia
“Medical spas may customize their professional services to best suit the needs of each individual, integrating more pro-youth ingredients and treatments versus one that offers more protection and prevention.”—Rhonda Allison, founder and CEO, Rhonda Allison Cosmeceuticals and RA Method Skin Care for Men
“Today, there are many green science professional and pharmaceutical-grade ingredients that appeal to men. These ingredients also can treat a host of male-specific skin concerns, such as excess oil production, shaving issues, and undereye concerns, including facilitating accelerated active delivery through clinically denser and absorption-challenged male skin.”—Mike Bruggeman, CEO and vice president of international brand development, OM4