Of salon clients, only 27.9% are male. However, this segment of salon clientele has been steadily increasing over the past decade. This growth trend, driven by evolving male grooming preferences, presents a significant opportunity for salons. More men are choosing salons for their haircuts, beard trims, facial treatments, and overall self-care needs.
To attract and retain a male clientele it’s essential to understand their specific needs and preferences.
- Men, like all clients, want to feel comfortable and respected. Creating an inclusive environment that isn’t overly feminine or solely focused on relaxation is a considerate approach. By making them feel at ease and providing a space where they can enjoy their time, you can build a strong rapport and encourage them to return.
- Demonstrate your consideration for their busy schedules with easy booking and quick services, making them feel valued and appreciated.
- Offer services, products, and packages that appeal to men and enhance their salon experience, such as beard shaping, styling products for various hair types, or grooming tools.
- Stay updated on the latest men’s grooming and styling trends to remain competitive and attract new clients.
- Provide personalized and attentive service to build trust and loyalty.
Consider these tools and strategies to attract and retain male clients:
Prebooking
Most men’s styles require upkeep with haircuts every 3-6 weeks. To accommodate this portion of your clientele and secure the potential recurring revenue, encourage prebooking whenever possible. One way to help promote this behavior is to initiate a loyalty system and offer points every time your client prebooks and keeps their appointment.
Online Booking
Some men prefer making last-minute bookings or dropping in as a walk-in when it’s convenient for them. If prebooking is not their preference, be sure to offer online booking, allowing clients to schedule with any service provider who is available at their preferred time for a men’s haircut or other service.
Taking Walk-ins
If your salon welcomes walk-ins and many of your male clients like this convenience, be sure to staff accordingly. If you have a larger team, it’s easier to work in a men’s cut or beard trim. For smaller salons, consider having associates who are transitioning to the floor available to take walk-ins during times when these clients typically drop by.
Filling Gaps
Both online booking and taking walk-ins offer ways to fill schedule gaps or cancellations, and can help build new service providers. Also, with the option to double-book, it’s easy to fit a men’s haircut into a stylist’s schedule while another client’s hair color or other chemical treatment is being processed. This strategy maximizes the use of your salon’s resources and ensures that your male clients can access the services they need at a convenient time for them.
Upselling Opportunities
Make the most of your existing male clientele by upselling additional services or products that complement the main service. For example, when a male client comes in for a haircut, you could suggest a beard trim with a facial massage. Introducing clients to new services and products enhances their salon experience and helps increase your revenue per client visit.
Memberships & Packages
One way to keep men coming back —and even help fund staffing for the walk-in convenience—is to offer memberships and packages. Consider setting a fixed monthly price for various membership or package options with incentives or discounts on regular service costs. You can also offer discounts on bundled services, such as haircuts, shaves, beard trims, and other treatments, as well as discounts on products.
Here’s a breakdown of typical membership packages for men:
Basic Packages:
- Hair cut and style: The most common service included in basic memberships
- Deep conditioning: Often included as part of a hair service
- Shave: Some memberships include a hot lather shave or beard trim
- Nose and/or ear hair waxing: A great way to add value to a basic package
Comprehensive packages can also include any number of the following (based on services offered in your salon):
-
- Scalp massage: A relaxing scalp massage at the shampoo bowl
- Neck and shoulder massage: A neck and shoulder massage to help the client relax and enjoy being pampered
- Face refresher: A facial scrub or other facial treatments
- Microdermabrasion: An excellent treatment for the back
- Rejuvenating paraffin dip: An upscale service sometimes included in membership plans
- Hand massage: A hand massage with restorative creams
- Extended foot care: Many men value callus removal and massage with restorative creams
- Manicure and/or pedicure: A great way to complete the ultimate grooming package
For specific ideas, consider:
- A package discount on 12 men’s haircuts for the year when prepaid
- The shave club: X number of shaves or beard trims per month for a set rate*
- A free add-on service for every monthly haircut*
- The Works: A bundled one-time service package at a discount with a large grouping of popular men’s services: deep conditioning treatment, scalp massage, haircut, shave or beard trim, shoulder or hand massage, facial or back skin treatment, nose or ear hair removal, brow waxing, etc.
*with a 6-month or 1-year membership
Marketing Strategies
There are many ways to market to your existing clients and attract new ones. Let’s start with existing clients:
The best way to get the word out about your male–centric services, special packages, and memberships, or to encourage prebooking, is with personalized email marketing and text marketing campaigns to a targeted audience. You can run a general campaign to make all clients aware that your salon offers products and services for men, or target just men to entice them to make more bookings and/or opt for additional services. Make the visuals and messaging compelling, and link the communications directly to your online booking to make it easy to schedule services or purchase memberships and packages.
To attract new male clients, follow these strategies to establish your business as an expert in the field.
Social Media
Leverage social media and local partnerships to expand reach. Utilize platforms like Instagram, Facebook, and TikTok to showcase male-specific services, share before-and-after photos, and feature client reviews and testimonials. Consider offering special events or promotions tailored to men, and ensure that your marketing materials showcase services and products specifically designed for them.
Local Partnerships
Collaborating with local businesses that cater to men, such as gyms, breweries, or sports clubs, can be a powerful marketing strategy. By cross-promoting each other’s services, you can reach a wider audience and attract new male clients who may not have been aware of your salon or barbershop.
Content Marketing
Create informative and engaging content, such as blog posts or video tutorials on grooming tips, trending hairstyles, or beard care.
Referral Program
Encourage existing clients to refer new male clients by offering discounts or rewards.
Reviews
Ask satisfied male clients for reviews to build credibility and attract new business.
Special Events
Host events specifically for men, such as grooming workshops, beard-trimming nights, or game-watching parties.
Loyalty Program
Implement a program to reward clients for their business and encourage ongoing loyalty.
Online Presence
Ensure your website is easy to navigate, mobile-friendly, and includes clear information about your services and pricing for men. Optimize your website for relevant keywords to improve search engine rankings and attract more male clients.
Targeted Advertising
Utilize social media and Google Ads to target specific demographics and interests, such as men in particular age ranges or with specific hobbies.
Your salon has a significant opportunity to tap into the male market by adapting your services and marketing strategies. By understanding men’s grooming needs and providing personalized service, you can foster loyalty and encourage repeat visits. Embrace these strategies to enhance your salon’s success in meeting the evolving preferences of male clientele.
