Download - Male Magnetism: Are You Marketing to Men?
Male Magnetism:Are You Marketing to Men?
Your Presenter
• Lisa M. Starr– 20+ years experience in
salon & spa industry– Senior Consultant,
Wynne Business– Community Ambassador,
Gramercy One– Consultant, educator,
writer, presenter
Wynne Business provides consulting and education, including live seminars and on-site team trainings, for the spa and salon industry
The Male Market
Size of Men’s Market• Slightly less than half of US
population: 2010 census 151 million
• Median age in US 35.8 years
• 70.1 m fathers• 1 in 3 men are principal
household shopper (Neilsen)
Men and Personal Care• Non-invasive medical
procedures on men up 45% since 2000
• Currently 22% of spa clients
• 80% of salons offer men’s services
• Spending expected to exceed $33.2b by 2015
Men & Personal Care • 60% of male spa clients have
been going less than 5 years• For 49%, 1st visit was hotel or
resort spa• Less than 15% focused on
appearance, rest on stress reduction & emotional health
Today’s Male• Live alone longer• Men making more
decisions due to changing roles and perceptions
• Many men raised by single women, not influenced by “traditional” roles
Men and Personal Care
Preparing for Men
Physical & Facility Issues• Men’s Only?• Use of Space– Seating areas– Flow
• Locker & changing areas– Larger lockers– Suitable benches– Vanity spacing– Amenities
Physical & Facility Issues• Gender-neutral
environments• Warm, earthy
colors• Appropriate
robes & slippers• Easy visual cues
Male-oriented Services• Massage!• Fitness & Sports-
oriented services• Man-icures• Hand & Foot
Treatments• Skin Maintenance
Menu Considerations• Gentlemen’s section• Copywriting– Powerful words &
images– Competitive nature
• Quick & easy to understand
Menu Considerations• Highlight results• Be accurate with
timing• Be concise!
Retailing to Men
Madison Avenue’s Approach
Men & Shopping
Retailing to Men• Highlight product
usefulness• For men, good
shopping trip means it was quick and convenient
• Packaging– Appearance & use
Retailing to Men
• Functional approach• Immediate results• Focus on key
benefits
Specialized Retail
Attracting Men’s Attention
Old Stereotypes Don’t Exist
Segmenting the Men’s Market• Results-oriented– Grooming as a necessary
evil– Convenience– More price sensitive
• Experience-oriented– Stress relief– Interested in quality– Less price sensitive
Financial Implications• Good grooming
generates wage premium of 4-5%
• Recession has affected spending patterns less– Eating out– Home purchases
Men & Appearance
Relating to Men• Live in the now– Not browsers
• Looking good =– Strong– Authoritative– Confident
• Appeal to competitive nature
Relating to Men• Men shop alone– It’s not the
“experience”, it’s task accomplishment
• Base decisions on logic & facts, not emotional value– If A, then B
Men’s Language• Seek “powerful” words
& images– Wrinkle-defense
vs. Fine-line minimizer– Tool vs. Loofah– Defend, protect, security,
conquer, rule
T.J. Maxx
Brooks Brothers
Women’s Version
Men’s Version
Male MagnetismThanks for your attention!
Questions? Lisa Starr at [email protected]
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