For ages, beauty and aesthetic treatments were considered to be exclusively for women. However, men also want (and deserve) to look and feel their best!
And if the past decade has taught us anything, it is that men have been embracing the metro man/metrosexual lifestyle, with celebrities like David Beckham and Timothée Chalamet taking center stage in advocating for self-care. Male patients currently account for about 10% of the medical aesthetics marketplace. However, this percentage is projected to rise significantly, potentially reaching nearly 30% within the next decade.
However, despite these shifts, many men still feel hesitant about booking an aesthetic appointment online. But why?
Is it the stigma surrounding such services, or perhaps your female-focused website they fear? Let us address these concerns and explore how you can attract more men to your aesthetic clinic.
Let Us Look At The Male Perspective
Understanding what men need can help you strategically implement specific marketing strategies to help lure in the male demographic.
Of course, personalities and social expectations aside, it is no secret that men and women differ anatomically. From hormones to bone structure, skin thickness, fat distribution, and muscle mass, the contrasts are evident.
That means men are prone to developing periocular facial changes and pronounced wrinkles and suffer from hair loss due to their anatomical makeup. Whereas women often have to deal with hyperpigmentation and cellulite issues thanks to specific female hormones and gender-predisposed thinner skin.
Therefore, men tend to prioritise non-surgical treatments that combat issues like hair loss (scalp), hair removal (chest and back), their overall skin texture, and ageing signs around their eyes (#periocular). Conversely, women commonly seek anti-wrinkle treatments, chemical peels, and body contouring solutions.
How To Create A Male-Friendly Environment
Offline, the atmosphere of your clinic plays a significant role in attracting male clients (and attracting more male clients at that). Men are more likely to feel comfortable in a space that is somewhat private versus a space that has an overly huge waiting room.
Consider offering a separate waiting area or even a dedicated men’s section. Additionally, try to incorporate posters featuring male models around your clinic. After all, inclusivity is everything.
Similarly, online, also try and use male-focused imagery on your website (particularly on more male-focused landing pages), or name certain treatments PRP Therapy For Men to help them feel “at home”.
Male-Specific Treatments 101
Offer and develop a range of aesthetic treatments and services specifically focusing on and designed for men. These can include:
- Hair Restoration: Hair loss is a common concern for men. By offering treatments like PRP therapy and other hair restoration techniques can attract more male clients to your aesthetic clinic. In 2023, approximately 1 to 2% of men were seeking PRP therapy to aid in hair restoration. That is roughly 49 500 people!
- Non-Surgical Fat Reduction: More and more men seek to reduce stubborn fat deposits to enhance muscle definition and muscle visibility, as well as increase their confidence and self-esteem. They also want their clothes to fit better to help them feel more comfortable. Procedures like CoolSculpting (Cryolipolysis) and fat dissolving injections are super appealing to men thanks to their non-invasive nature and effective results. Believe it or not, Cryolipolysis falls under the top 5 most requested aesthetic treatments for men in the UK alone!
- Skin Care Treatments: Men are most certainly interested in treatments targeting acne scars, large pores, and rough skin texture. Chemical peels, microdermabrasion, and laser resurfacing can be marketed to address these concerns. Again, chemical peels and microdermabrasion fall under the top 5 most popular aesthetic treatment for men, with about 12 000 men getting microdermasions and 10 000 men getting chemical peels each year!
- Laser Hair Removal: Hair removal is also a concern for men, particularly on the back and chest.
- Injectables: While Botox and dermal fillers are THE MOST popular aesthetic treatments amongst women, brace yourself, they are also THE MOST popular treatments amongst men. Be sure to highlight how these treatments can subtly help enhance certain manly facial features, because about 750 000 men get wrinkle injections and 30 000 men get dermal fillers in the UK each year. THAT IS A BIG DEAL!
Educate And Engage Men
To attract more male clients, your marketing efforts need to reflect their interests and concerns. Men may not be as familiar with aesthetic treatments as women are. Use your website, social media platforms, and in-clinic materials to provide clear, detailed information about your treatments to attract more men to your clinic. Blog posts, videos, and testimonials from male clients can demystify the process and build trust.
Remember, men may look in the mirror and think, “wow, these wrinkles are a bit much”, but are they clued up on how to reduce them?
Social media usage is widespread amongst both genders in the UK, with a slightly higher participation rate among women overall. Statistics have shown that Facebook and Instagram tend to have higher female user percentages, whilst platforms like YouTube and LinkedIn are slightly skewed towards men.
Ask yourself, who on LinkedIn is promoting male aesthetic treatments as aggressively as Instagram influencers are on Instagram?
Our thoughts exactly, and let that just sink in for a second. Maybe, just maybe, that could be an area you and your aesthetic clinic focus on (i.e. Instagram vs. LinkedIn)!
Leverage Social Media & Online Presence
A strong online presence is essential for attracting any demographic. Using social media platforms like Instagram, Facebook, TikTok and LinkedIn to showcase your male-focused treatments can be golden! Even though men tend to navigate more to YouTube and LinkedIn, does not men are NOT using Facebook and Instagram.
Focusing on ALL platforms is key (however, still, placing a specific emphasis on male-focused platforms like LinkedIn and YouTube is super beneficial).
Be sure to share before-and-after photos, male client testimonials, and educational content that speaks directly to male concerns. Optimise your website for SEO to ensure that men searching for specific treatments can easily find your aesthetic clinic.
Using female-focused copy and images exclusively in your marketing materials will not attract male clients. While it’s essential to continue marketing to women, incorporating more couple photos and images of men can make your marketing more inclusive.
Train Your Staff
Ensure that your staff is trained to handle male clients with sensitivity and professionalism.
They should be knowledgeable about the specific treatments men are interested in (Brotox, dermal fillers, PRP hair treatments, etc.) and be able to communicate effectively about the benefits and processes of each treatment.
Training your staff on how to discuss pricing with male clients is particularly important. Men typically prefer straightforward, upfront answers about treatment costs because they often have a pre-determined price range in mind. Understanding the psychology behind male purchasing decisions can help your staff book more appointments and enhance patient satisfaction.
Let it be known that a welcoming and respectful attitude from your team can significantly enhance the overall experience for male clients.
Highlight Discretion & Privacy
Many men value discretion when it comes to aesthetic treatments. This can often be connected to the old social stigma for men associated with beauty.
Ensure your aesthetic clinic emphasises your commitment to privacy and confidentiality. Offering private consultation rooms and ensuring a discreet booking and billing process can make men feel more at ease about seeking your services.
Try To Use Male Ambassadors & Influencers
Partnering with male influencers or brand ambassadors can make a huge difference online and can help normalise aesthetic treatments for men.
These individuals can share their positive experiences and results, thereby, encouraging other men to ditch the social stigma and consider getting similar aesthetic treatments as seen online.
This strategy can be particularly effective on social media, where personal recommendations carry significant weight.
Act On All Your Feedback
There are two primary methods to understand male patients’ preferences: empirical observation and theoretical analysis. First, observe which treatments your current male clientele are most interested in and note any treatments that male leads or patients inquire about that you don’t currently offer. Then, consider popular male aesthetic concerns or treatment areas men typically wish to improve.
Gather feedback from your male clients to continuously improve your services. Understanding their experiences, preferences, and any concerns they may have can help you refine your approach and better meet their needs.
Regularly review this feedback and make adjustments to ensure your clinic remains a welcoming and effective space for male clients.
The Final Cut
In order to attract more men to your aesthetic clinic, you need to know the strategic and tailored approach it requires.
Yes, by understanding their unique needs, creating a comfortable environment, offering targeted treatments, and leveraging effective marketing strategies, you CAN successfully expand your client base to include more men.
As the demand for male aesthetic treatments continues to grow, and by positioning your aesthetic clinic as a welcoming and knowledgeable provider for men can lead to significant growth and success, and help attract men to your clinic,
We are rooting for you!
