“We’re a green spa and we have all female staff. We’d like to communicate follow-up skin care more effectively to our male customer base, but we’re not sure how.”
–Kristen C., Florida
I’m a woman, too. So I asked an expert—a man.
His advice: “Men like to know the functionality of things. Break it down into mechanics.”
Then, explain some interesting facts about their skin (e.g., it’s slightly thicker than women’s) and its unique needs such as facial hair removal, but adding that they still need basic skin care: cleansing, exfoliation, moisturizing.
Your next step is to review the solution: a daily routine using a natural/organic skin care line. Make clear that unlike their petrochemical heavy counterparts, natural/organic lines aren’t teeming with ingredients such as harsh surfactants (e.g., sodium lauryl sulfate) or strong synthetic fragrances. Then, follow up by reviewing your skin care line’s nutritive ingredients and benefits. But again, be technical. And if your line offers shaving products, be sure to mention those, too!