Conquering the growing male beauty market

A recent survey by Atomik Research found that nearly four in 10 men (39%) treat themselves to beauty treatments in their lunch hour, which is higher than women (24%), and market analyst Mintel reports that the 46% of men now opt for hair-removal treatments, compared to 36% in 2016.

This growing market gives salons and therapists the chance to grow and diversify their client base. However, encouraging men in the salon can be difficult to get right.

At Professional Beauty London this year, male grooming guru Peter Borg will be on-hand to help you learn how to do just that. Peter’s own experience of feeling uncomfortable and unwelcome as a male beauty customer in his local salons led him to open his own nail salon in 2016. Three years on, he is expanding his business to open a beauty salon next door and has a strong male and female client base.

In his session ‘Conquering the growing male beauty market’ on the Professional Beauty Live Stage (Monday at 3pm), Borg will talk you through marketing to men, adding male-focused treatments to your menu and how to make them feel comfortable enough to keep coming back.

Throughout the two days of training and education at Professional Beauty London you can also catch experts such as celeb tanner James Harknett talking about how to tailor your tan for the growing male and bridal markets (How To Seminars, Sunday at 11am) and Jenny Hunter of Waxü giving her troubleshooting tips and advice for the perfect wax ((How To Seminars, Sunday at 2pm).

Professional Beauty London will return to ExCeL London on 24-25 February. See the full live stage and seminar programme here.

To book your free ticket to the exhibition or reserve your seat to the live stage and seminar programmes for just £5 per session, please click here.

Entrance policy: Open only to trade and professional visitors over the age of 14. Under no circumstances will babies, prams, pushchairs or buggies be permitted. Your entrance badge will be emailed to you 2-3 weeks before the show. Please print this and bring it with you for entry.

Read Jenny Hunter’s article on how to make male clients feel comfortable during an intimate wax.