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July 14, 2014

Ask The Expert: Men’s Skin Care

“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.”

With this advice in mind, here goes: The good news is that your male clients are already receptive to good skin care practices if they’ve come in for facials. But while there are many men who know the benefits of follow-up care, there are also average guys who will revert to using deodorant soap to wash their faces. In the past, men’s skin care options were limited and old habits die hard. This is where estheticians can help. Be technical about what causes the skin conditions they’re experiencing. For example, if it’s acne, break it down like this: Pores house hair follicles. These follicles are conduits for transporting sebum to the surface of the skin from the sebaceous glands below. When these follicles become clogged with oil and dead skin cells, the sebum has nowhere to go, so it forms a plug. These blocked follicles cause inflammation and infection. Cut and dry. No floral language—just the facts.

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!


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