Male Magnetism:Are You Marketing to Men?

Your Presenter

• Lisa M. Starr– 20+ years experience in

salon & spa industry– Senior Consultant,

Wynne Business– Community Ambassador,

Gramercy One– Consultant, educator,

writer, presenter

Wynne Business provides consulting and education, including live seminars and on-site team trainings, for the spa and salon industry

The Male Market

Size of Men’s Market• Slightly less than half of US

population: 2010 census 151 million

• Median age in US 35.8 years

• 70.1 m fathers• 1 in 3 men are principal

household shopper (Neilsen)

Men and Personal Care• Non-invasive medical

procedures on men up 45% since 2000

• Currently 22% of spa clients

• 80% of salons offer men’s services

• Spending expected to exceed $33.2b by 2015

Men & Personal Care • 60% of male spa clients have

been going less than 5 years• For 49%, 1st visit was hotel or

resort spa• Less than 15% focused on

appearance, rest on stress reduction & emotional health

Today’s Male• Live alone longer• Men making more

decisions due to changing roles and perceptions

• Many men raised by single women, not influenced by “traditional” roles

Men and Personal Care

Preparing for Men

Physical & Facility Issues• Men’s Only?• Use of Space– Seating areas– Flow

• Locker & changing areas– Larger lockers– Suitable benches– Vanity spacing– Amenities

Physical & Facility Issues• Gender-neutral

environments• Warm, earthy

colors• Appropriate

robes & slippers• Easy visual cues

Male-oriented Services• Massage!• Fitness & Sports-

oriented services• Man-icures• Hand & Foot

Treatments• Skin Maintenance

Menu Considerations• Gentlemen’s section• Copywriting– Powerful words &

images– Competitive nature

• Quick & easy to understand

Menu Considerations• Highlight results• Be accurate with

timing• Be concise!

Retailing to Men

Madison Avenue’s Approach

Men & Shopping

Retailing to Men• Highlight product

usefulness• For men, good

shopping trip means it was quick and convenient

• Packaging– Appearance & use

Retailing to Men

• Functional approach• Immediate results• Focus on key

benefits

Specialized Retail

Attracting Men’s Attention

Old Stereotypes Don’t Exist

Segmenting the Men’s Market• Results-oriented– Grooming as a necessary

evil– Convenience– More price sensitive

• Experience-oriented– Stress relief– Interested in quality– Less price sensitive

Financial Implications• Good grooming

generates wage premium of 4-5%

• Recession has affected spending patterns less– Eating out– Home purchases

Men & Appearance

Relating to Men• Live in the now– Not browsers

• Looking good =– Strong– Authoritative– Confident

• Appeal to competitive nature

Relating to Men• Men shop alone– It’s not the

“experience”, it’s task accomplishment

• Base decisions on logic & facts, not emotional value– If A, then B

Men’s Language• Seek “powerful” words

& images– Wrinkle-defense

vs. Fine-line minimizer– Tool vs. Loofah– Defend, protect, security,

conquer, rule

T.J. Maxx

Brooks Brothers

Women’s Version

Men’s Version

Male MagnetismThanks for your attention!

Questions? Lisa Starr at gotalkone@gmail.com

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