Historically, spa services and skin care has typically been targeted towards women. While it is smart to market to and cater to women, men also can be a very loyal clientele and with a good rapport and can be a great target market for selling product to. Before getting into how to market to men, let’s first take a closer look at the physiological differences between men and women.
When it comes to men’s skin, the differences include:
The first difference between men and women’s skin is hormones. Women have high estrogen levels, high progesterone levels, and low testosterone. Men have high testosterone levels, which means that their skin naturally will be oilier and thicker than women. Because men’s skin is thicker, from 20-25%, they can retain moisture more easily than women. This also means that men’s skin takes longer to exfoliate and renew. Women’s skin is thinner and can be typically softer in comparison. Men have oilier skin and therefore will not typically need as much of an emollient moisturizer than women would.
Men have facial hair and can be prone to skin irritation because of frequent shaving. Razor burn, ingrown hairs, small cuts and abrasions and are examples of different types of irritation of the skin. Shaving can also contribute to producing scar tissue, which can make men’s skin tougher.
Thicker tissue in men stimulates fibroblast cells to produce more collagen and therefore creates a higher collagen density, which allows for more product absorption and more elasticity. Women lose 1% of collagen per year after age 30 and more rapidly once they go through menopause.
Now that you understand the biological differences in a man’s skin, let’s visit the psychological difference between a man and woman. A woman’s skin care routine can vary from low to high maintenance, but on average, a man is going to want a lower maintenance routine. If you look at the buying habits of men, they typically are more utilitarian, base decision-making on facts and data, and want a quick, effortless process.
Putting the physiological and psychological together, the ideal skin care routine for men includes a simple, concise regimen. This routine needs to account for protection for shaving, more exfoliation, and the appropriate moisturizer
Ultraceuticals is an Australian cosmeceutical skincare line that has a progressive, not aggressive approach to the skin. Our skincare philosophy focuses on building the skin’s healthy barrier function. It is a wonderful option when targeting men, because the line is vast and has great options for every concern. Ultraceuticals is paraben free, has no petroleum based ingredients, and is SLS and SLES surfactant free. We also are cruelty free and mostly vegan.
Beginning with a simple three step routine is going to be key to appeal to your male clientele.
This cleanser is a perfect first step in a good skin care routine. Featuring a powerful blend of aloe vera, cucumber and oat kernel extract, it will provide a thorough cleanse without stripping the skin. It is a light lather, that will provide a thorough cleanse for that male skin that is thicker and more oil rich.
This is a great moisturizer that is lightweight. This features a blend of skin mimicking ingredients such as cholesterol, sodium PCA, sodium hyaluronate, aloe vera and vitamin E. This blend of ingredients will allow for the moisturizer to absorb quickly and easily to the skin, and therefore addressing a male skin, which needs a light moisture.
A great SPF to complete this routine, for that essential protection from the sun. It features Zinc Oxide, which is physical, mineral protection, and niacinamide which will help to support hydration to the skin. It is lightweight and safe for sensitive skin.
If you have a male guest who is wanting to address more skin concerns, such as anti-aging or more exfoliation, then the Ultraceuticals Ultra A Skin Perfecting Serum range and the Ultraceuticals Ultra Smoothing Pore Refiner can also be added into the skin care routine.
This range will help with anti-aging concerns such as fine lines and wrinkles. Going back to the progressive, not aggressive approach to the skin, this range is designed to acclimate the skin to the potent active of retinol that is the main ingredient featured. Starting on the Ultra A Mild, the guest would use this serum between the cleanser and the moisturizer at night, using it on alternating nights for the first month, then every night thereafter. Once finished, the guest would move up to the Ultra A Serum. The active ingredients in this range include an Ultra Reti technology, which encapsulates the retinol, which safely and effectively delivers retinol to the skin. There is also hyaluronic acid and a blend of peptides, to comfort and support hydration levels in the skin.
This will address concerns surrounding excess oil and exfoliation. This formula contains AHA/BHA exfoliating ingredients of Mandelic and Salicylic acids, and refining ingredients Willow Bark and Niacinamide to reduce surface oil and exfoliate dead skin cell build up within the pores. The Ultra Smoothing Pore Refiner also would be applied between cleansing and moisturizing, but in the morning routine. This serum is more active, and therefore also is recommended to be used on alternating days in the first month, then every day thereafter.
Designing a skincare routine for your male clientele is a great way to develop a long term, great rapport with this often overlooked but loyal target market. Ultraceuticals is a perfect solution since it offers many different options from a very simple three steps to a more skin savvy, concern focused routine.