Rhonda Allison's Blog - Your Skin Connection
Tapping into a Strong Male Market
Posted by Rhonda Allison on 03-10-2010
Are you missing a very important sector of your market? You may be putting all of your resources into women’s skin care and mising the ever expanding male market, you may be overlooking a very powerful segment for potential new clients.
The men’s personal-care market currently measures at $2.1 billion and by 2012 that figure is expected to reach $2.8 billion according to Nielsen. While this is a global trend, the U.S. is rapidly emerging as one of the largest markets for men’s care.
Even if you don’t have a steady stream of male clientele, remember that women have a strong influence on a man’s skin care routine. The women in your aesthetic chair are also wives, girlfriends, sisters and moms, and you can bet they suggest skin care products to the men in their lives.
The male appeal
Today men, particularly the younger generations, are taking their cues from celebrities. Looking and feeling good is not only desired by women. Men are seeking out results-oriented treatments and products, but they still want simplicity.
When we developed RAW we focused on what men want and what their skin needs. The result was a line that blended sophistication and simplicity, and biotech and raw ingredients designed to fit an active lifestyle. RAW is based on five critical skin laws:
• Cleanse
• Exfoliate
• Tone
• Restore and build
• Protect
The RAW line goes beyond basic skin care using complex formulas that blend nature and science for serious cosmeceutical skin care, which more men are demanding. As this shift in the market takes place, it is imperative to have the products and services on hand to meet their needs. The RAW Man Facial, which improves tone, texture and balance, and rejuvenates the active man’s skin, is a good way to introduce male clientele to the product line and get them started on a proper regimen.
Treating the active man
The invigorating RAW Man Facial treatment begins with a deep pore cleanse using the Blue Agave Wash, then skin is given a power blast with a combination of the Buffed scrub and potent P2 Enzyme action. Radical Redux and Complex VI deeply hydrate, brighten, refine pores and smooth wrinkles.
Men get to experience a bit of pampering too with the Cacti Mud Mask. Chilled Ice Globes are massaged over the skin creating a cooling sensation while a warm compress steams the skin. To strengthen, restore and shield the skin, Stone Power, Mineral Freeze and Environ Protect are smoothed over the face and neck.
Be sure not overlook men as potential clients. They have tremendous buying power and are rapidly proving to be viable candidates for professional skin care products and treatments.
For more information on the RAW line visit www.RawMethod.com.
For the Raw Mans Facial Protocol Click here
Comments
Posted by susan on 03-10-2010
I agree with this 100%. We should never underestimate the male population and the potential buying power they have in the cosmeceutial market. My husband is in his late 40's - and he takes as much (if not more) time putting on his anti-aging products at night as I do. As a matter of fact, I saw him sitting in his chair, working on his laptop - with his Cacti Mud Mask on! What a sight!
Posted by Suz on 03-10-2010
Great blog - wonferful information on the RAW line and about the expanding men's personal-care market. Another great way to get the men that you know into the line is to market the RAW kits as gifts. Father's day is just around the corner and what great gifts they will make!