• It’s Ok for Dad to Grow His Mo!

    Even Dads need to be picture perfect for Father’s Day. The question is: Are they “selfie” ready or not? No doubt, Father’s Day is a day where many kids will be posting selfie shots with their fathers, and fathers with their kids; after all, social media rules our world! And fathers of all ages will want to put their best faces forward (like mothers on Mother’s Day) for the digital world to see.

    Dad’s grooming habits have shifted from the back burner and are now commanding a greater deal of focus. Statistics estimate that the size of the global male grooming market will be worth about $21.4 billion in 2016! This, no doubt, includes skin care, hair care and of course, the now trending Beard care. So the next question is: to “grow the Mo” or no?

    For many men, growing a beard is a rite of passage. It should be understood that there is more to growing a beard than putting down the razor. But one, need not shriek back at the thought of Dad growing his beard. With a simple but proper grooming routine, common concerns can be avoided. Here are some basic tips that can help make everyone else, along with Dad, love his Mo.

    1. Itchy skin. An itchy face is often attributed to the growth of the facial hair. Normally, this subsides after about two weeks. If itchiness persists longer than two weeks, it is likely that the skin is tight and dehydrated. Using stripping soaps will dry out the skin and deplete natural oils, leaving it itchy and tight.

    Tip: Use a non-stripping cleansing bar that contains Allantoin to help soothe, Oatmeal to stop itch and Tea Tree to purify both the hair and skin. Wash with cool water – this helps to not only close and constrict the follicles of the hair, but also to calm the skin.

    2. Knots and tangles in the beard. It’s not just the hair on the head that needs attention. When growing a beard, tangles and knots can become quite common. With regular grooming, this can be easily controlled.

    Tip: While the hair is still wet, use a good wide-toothed comb to comb through the hair for less tangles. This also helps to remove any excessive hairs that may be damaged and are at the end of their lifecycle. Do this daily, or as often as you cleanse the beard.

    3. Dry brittle beard. Whatever you rub on the beard, gets onto the skin. As stated earlier, soaps strip the skin, but they also dry out the hair, causing them to become coarse and wiry.

    Tip: Use non-comedogenic products on the hair to condition and soften the hair. For sparser beards, use a lightweight moisturizer that contains Wheat Germ, Vitamin E and Grape Seed.  This will condition and protect the skin. Use a moisturizer with a minimum of SPF15 for protection from UV rays.

    For fuller beards, use a small amount of beard oil. This can also double up as a great shave oil (when ready to shave). Search for products with Soybean and Silicones (Dimethicone) to soften and condition the hair and use it with a brush to help distribute throughout the beard.

    Whether it’s at the beginning growth stages or a full grown beard, these simple grooming practices can help Dads capture the perfect moment this Father’s Day!

  • Boost your Business this Father’s Day!

    Have you ever caught yourself saying “what do you buy a man who has everything?” Well this Father’s Day will be no exception if you are anything like me. I’m sure you will agree that we often get caught in the trap of sending the same old cliché items like ties, socks, underwear, clothing or slippers, so this year why not consider boosting your business and helping your clients to choose the perfect gift for Dad!

    After all, skin care is no longer just for women, nowadays it’s easy to find an increasing number of jars of products in men’s cabinets alongside their aftershaves. In fact, research has shown that men have a huge interest in looking after their skin’s health. So how can you make the most of this image-conscious trend in your business this Father’s Day?

    Involve Your Female Clients
    The best way for you to welcome men into your business is by getting women involved. Men are known for being very brand loyal, therefore they do not shop around as much as women. Men are less likely to try something new unless it has been given to them as a gift or offered as something free, such as a sample. So when you are thinking of a Father’s Day promotion, also think about promoting to women at the same time. For example, you can offer an interactive promotion in which you give each female client a gift certificate with a monetary value that can be used against either a free service or product when they purchase a father’s day gift from your business.

    Spread the Word

    More consumers than ever are searching for deals on their smartphones, tablets etc. If you don’t have a social media presence or website up there, your wonderful Father’s Day promotion might as well not exist. Pick at least one mobile channel where you can appear before Father’s Day, starting with your own website, Facebook page or perhaps try something new like working with Foursquare or even Instagram. If you use Short Message Service (SMS) or Twitter to promote your business then follow the golden rule of keeping it clear.

    Here are a few examples of short message types you can use for Father’s Day:

    • Deals for Dads
    • Father’s Day Must Haves: list top 10 favorites for Father’s Day from your staff or yourself
    • Destress Dad this Father’s Day: treats for dads worth xx, includes a free massage
    • Defuzz a Dad You Know this Father’s Day: free hot towel shave worth xx with every male cut in June.

    Promote the Right Services
    Let’s face it: most men are not going to request chocolate pedicures or fancy hair color services, so when you are looking at what promotions to offer it’s best to focus on the known rather than the exotic. If a man doesn’t understand a treatment and its benefits then it is unlikely that he will value the service and more likely that he will not return. Father’s Day is a great way for you to also promote to the family, so consider offering events a father and son/daughter event where clients have the opportunity to come into your business to pick a gift for dad!

    Don’t be Shy
    Recent surveys have revealed an increasing demand in men and skin care, but men are often shy when it comes to checking with their local treatment centers about male grooming services and products. Make it easy for them with a clear section on your website and an obvious price guide. Also make sure that you use eye catching displays that will get the attention of your male clients.

    Create the Demand
    Once you have succeeded in getting the men through your doors, your next step is to keep them coming back to you! Also, men too find gift giving a challenge, so remind them of important dates for birthdays, anniversaries, graduations and so forth, and maintain continuous contact with them to ensure they are always aware of promotions and offers that will benefit their skin.

    And as Richard Branson says……..
    ”Business opportunities are like busses, there is always another one coming.”

  • You’ve Got Male!

    Lesley CorridanWith Father’s Day looming, we’re undoubtedly flooded with memories of the impact various men in our lives have had on us. Whether its fathers, grandfathers or our own partners who share the parenting responsibilities with us – they all deserve a little recognition, and now’s the time to celebrate the male species! However, as an industry that is predominately made up of women, with a female clientele, we need to make sure we know our facts before we claim to be authorities on male skin. Further, according to Global Industry Analysis, INC, the global men’s grooming products market is said to exceed $33.2 billion by 2015. This is not an industry you want to miss out on!

    First thing’s first – is there a difference between male and female skin? Absolutely! This is due to the action of the sex hormones; in men it’s primarily the higher level of male androgens. These hormones cause coarse hair growth of the beard, larger sebaceous glands and higher likelihood of sebum production. Testosterone, one of the male androgens, increases collagen production in the dermis, leading to approximately 25% thicker skin than women. Genetic differences aside, many men are faced with additional skin concerns.

    Shaving causes razor bumps and ingrown hairs as it “sharpens” the free hair end, facilitating its ability to pierce back into the skin. If men shave daily it can accidently serve as a form of over-exfoliation, as well as lead to a compromised lipid barrier. Also consider that the skin could be left vulnerable due to the misuse of shaving products, soap-based formulas and insufficient protection from ultraviolet (UV) light. The result is additional skin sensitization and aging, not to mention any of the other common skin conditions also found in female skin.

    So we have the knowledge to coach men on achieving healthy skin, but how do we entice them in? Male shopping behavior is vastly different than that of women. For men, shopping is a mission that must be accomplished with minimal distraction or interference. With that in mind, does our environment speak of a clean, professional and no nonsense approach to skin care? Men will not enter a skin center that is shrouded with mystery or cluttered with merchandise! We may have the environment right but men are not necessarily just going to walk off the street into your business. Firstly, use your female clients to get to their men! Educating women about how their men should be looking after their skin could mean they end up using their persuasive powers to get him into your business. Especially with Father’s Day around the corner, make sure you have retail promotions with limited edition male skin kits that can be bought as gifts. Include a free treatment voucher to entice the recipient back to experience your services.

    Fun and interactive educational events might be another option, as men prefer safety in numbers. Demonstrate your credibility as a skin therapist by discussing male skin concerns and providing an interactive skin lesson including cleaning the skin, preparation for shaving and protecting the skin. If you’re struggling to get groups of men in, book out 30 minute one-on-one skin lessons for a less intimidating approach. Most men are pleased to receive the advice and will take your recommendations seriously. Product solutions that are straight forward, practical and revolved around their common challenge of shaving will be willingly incorporated into a daily routine.

    What about communication? While it might frustrate the female species that men constantly problem solve when we just want them to listen, it’s a great clue on how to approach our communication with them. For men it’s all about a resolution to an issue – name the problem, identify a solution and implement it! When talking skin care to a man keep it simple, and focus on his skin concerns and what is going to resolve it. Men are not interested in the fluff and padding so make sure you’re getting to the point. The great news is that once they’ve been convinced you’re credible and they trust your advice, they can become your most loyal clients!