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Understanding Men in the Aesthetic Market

men aesthetic market

The aesthetic medicine industry is a competitive and growing industry. People want to look as good as they feel, and the patients are more like consumers as they are willing to pay for aesthetic procedures.

The new age aesthetic patients come prepared: they are educated about treatment options, the costs and the outcomes involved. Subsequently, physicians have to keep up with these savvy patients and create competitive prices, expert opinions and the convenience of treatments.

It’s not just females who are seeking to look good, though. The male aesthetic market is now taking off, with more and more men looking for treatments to help them look fresh and young. Men are increasingly image-conscious, and it is becoming more acceptable for men to care about their looks.

It is important that aesthetic specialists keep up with this trend and modify their practice to accommodate this market, including understanding the male mentality around treatments, the physiology and biology of the male skin, and their consumer behaviours.

The Male Consumer

Men have a particular interest in minimally invasive cosmetic procedures with little downtime. They are also more confident and inclined to purchase skincare and grooming products that are tailored directly to their skin, and the retailers are listening, subsequently developing and marketing more brands and products suited to men.

Men are largely driven by a need to be competitive and youthful in the workforce, and it is now more socially acceptable to have certain cosmetic procedures, such as hair removal and microdermabrasion. However, more invasive treatments are also gaining popularity and momentum.

Understanding Male Biology

Men’s skin is far different than women’s. Men have more testosterone, which makes their skin thicker and oilier. Also, men shave their faces, which can wreak havoc on their facial skin and put them at increased risk for ingrown hairs, razor burn and allergies.

Men are also less likely to use sunscreen, wear an appropriate moisturizer, or even wash their faces thoroughly at the end of the day.

Targeting Men through Marketing

In order to target the male customer, you need to appeal to his consumer side. He won’t be likely to visit a medical spa that is overly feminine (although there are anomalies). So, try to decorate and cater your business décor to a more neutral or male-inspired taste.

Avoid gender-specific colors and palettes. Adorn the waiting room with gender-specific reading materials and perhaps have a television that is playing programs targeted at both the female and male patients. Be sure to offer a retail skincare section that highlights your male skincare line (if you carry one). Make the environment as masculine, yet relaxing, as possible.

Use Google and Bing to bring in patients. People use search engines to look up everything, whether it is a product they want or a service they require. A clinic’s potential patients are also Google and Bing Users and to get the attention of these users you need SEO marketing. SEO helps generate traffic and offers a high rate of conversion because the people who open your website by looking up SEO keywords are those who actually need your services. A practice can significantly benefit from using keywords targeted at the local audience and attract more patients to their clinic.

Treatments that Motivate the Male Client

It’s not just waxing that men are looking for anymore. As mentioned above, men are increasingly more conscious about their looks, and it has become socially acceptable for them to have aesthetic treatments. Some popular treatments that men are seeking include:

  • “Manscaping” which includes waxing, shaving and grooming all areas of the body
  • Facials, including blackhead extraction, razor burn treatment, hydrating treatments, scrubs and anti-aging treatments
  • Microdermabrasion, which can refresh the skin’s appearance by dulling fine lines, reducing sun damage, making those enlarged pores look smaller, and just giving an overall smooth texture to the skin
  • Botox® is one of the most popular non-invasive treatments in the aesthetic market today, and it is gaining popularity for men too. Botox works by relaxing the underlying muscles that cause the skin to crease and develop lines or wrinkles.
  • Chemical peels involve applying a solution, usually of hydroxyl acids, to the surface of the skin which carefully removes the dead skin on its outer layers.
  • Dermal fillers plump lines and wrinkles and replace lost volume in the skin, usually with a hyaluronic acid solution. They can also fill out hollows in the cheeks or under the eyes and assist in facial chin implants.
  • Laser lipolysis is a non-invasive sculpting procedure that removes pockets of fat in areas such as the love handles and double chins. Since these areas are traditionally plagued by the most stubborn kinds of fat, lipolysis is very effective and can target fat that diets can’t.

It’s quite fascinating to understand and study what is motivating men to seek out aesthetic treatments. One theory is that the male’s genetic survival dependent on his ability to provide resources for his mate and family, and the observations that he possesses the physical adaptations to provide these resources. Translated: from an evolutionary standpoint, he wants to look healthy, strong and attractive so to show his mate and offspring that he can provide for them.

This is nothing new, as genetics has always played a role in selection; however, it is a bonus that male aesthetic treatments are now readily available and socially accepted. Practices looking to target these patients need to know how essential it is to understand these driving factors behind the male client and to adjust their practices accordingly.


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