More men are embracing laser and IPL treatments as society’s attitudes to male beauty change, but which treatments are proving popular with male customers and how can you attract this group to your business?
Historically, many laser and IPL treatments were primarily associated with women, with male clients avoiding them due to societal expectations or stigma. However, as self-care becomes an essential part of modern masculinity, an increasing number of men are seeking laser and IPL treatments.
Whether targeting unwanted hair growth, minimizing the signs of aging or treating skin problems, these treatments have become the go-to for male clients looking for long-lasting results.
What salon treatments are most popular with men?
It’s not just women who are looking for a defined look with a defined jawline and cheekbones. For men, a sharp, clean beard line can be achieved through laser hair removal, which is able to target precise areas of unwanted hair growth.
Charlotte Lundy, regional nurse trainer at Sk:n Clinics, explains: “Many men are now turning to laser and skin treatments. It’s popular for men to come in and have laser hair removal on their cheeks and cheekbones to give their beards clear definition.’
In addition to saving time on daily maintenance, this treatment option reduces those pesky ingrown beard hairs that many men struggle with and also helps treat folliculitis.
Laser tattoo removal is also on the rise as trends in tattoo design continue to evolve. Eddie Campbell-Adams, trainer and national sales manager at Advanced Esthetics Solutions, says, “The proliferation of tattoo design trends has increased the demand for laser tattoo removal, where large, colorful tattoos are removed.”
What are the best treatments for male skin rejuvenation?
In addition to removing unwanted hair and tattoos, male clients are also turning to laser and IPL to treat skin problems. Lisa Mason-Poyner, group director of aesthetic services at Élan Laser Clinics Groups, explains: “Treatments using devices such as fractional laser and IPL systems address specific concerns for men such as acne scars, uneven skin tone, fine lines and wrinkles. . These work by stimulating collagen synthesis and resurfacing the skin to improve its overall texture.”
Acne treatments for men have also become increasingly popular. Depending on individual needs, they can target the sebaceous glands, reducing oil production and minimizing acne breakouts. “IPL treatments can also target bacteria and reduce the redness associated with acne,” adds Mason-Poyner.
“Laser hair removal is also a particularly effective solution for men suffering from conditions such as pseudofolliculitis barbae – a chronic inflammatory disorder of the follicular and perifollicular skin characterized by papules, pustules and post-inflammatory hyperpigmentation.”
How are laser treatments different for men?
Although the basic principles of laser and IPL treatments are the same for both men and women, there are some notable differences when treating male clients for laser hair removal, particularly in terms of variations in hair growth patterns, thickness skin and hormonal influences, so it’s important to take all of these into account.
Mason-Poyner says, “Men tend to have thicker and coarser hair that is typically found on the face, chest, back and shoulders, so laser settings may need to be adjusted to accommodate different hair types and ensure optimal results.
“This can also be influenced by hormones, particularly testosterone, which contribute to the growth of coarse, thick hair and cause the hair to grow back over time. This can lead to male clients needing more sessions or maintenance to manage the regrowth.
“Men’s skin is also generally thicker, which means it can potentially absorb more laser energy, so it’s important to adjust the intensity and duration of the laser to avoid adverse events such as burns or hyperpigmentation.”
You saw that the recent rDid the survey reveal a difference in the skin care needs of men and women?
Campbell-Adams adds, “A solid-state laser that uses both Alexandrite and Nd:Yag will be able to target both the melanin pigment within the hair and the blood supply to the hair for better effect. The ability to deliver both wavelengths simultaneously gives better results, requires fewer treatments and is less painful than using a single wavelength or even sequential pulses of two wavelengths.”
For tattoo removal, Campbell-Adams advises that it’s important to have a tattoo removal laser with ideally three wavelengths to address as many colors as possible in order to get results on today’s colorful and large-area tattoos. “Different types of lasers operate in different colors. a mixed-format laser is useful for dealing with multiple colors in a single pass,” he adds.
As with many beauty and aesthetic treatments, the rise of social media and the era of the Zoom pandemic have played a role in the increase in the number of men seeking laser and IPL treatments.
This boom in popularity has also been fueled by advances in technology, which have made treatments more effective, accessible and tailored to different skin types.
Do men do more treatments?
“Men are becoming much more aware of the different aesthetic options available to them,” says Mason-Poyner. “There has also been a cultural shift that de-stigmatizes men’s grooming and skincare and encourages men to invest in treatments that solve their skincare problems and also have the potential to boost their self-esteem.
“With the increasing accessibility of information through the internet and social media, men are learning about different treatments and their benefits and realizing that they can benefit from them just as much as women. This increased awareness has encouraged more men to explore laser treatments.”
Campbell-Adams adds, “Fitness and positive body image have definitely been growing in popularity among men in recent years, and especially among young men in their teens, 20s and 30s. This rise in male grooming corresponds with the rise of online dating, social media, TV shows like Love Island and celebrities being more open about the treatments they have.’
While building a male customer base for laser and IPL may not be something that all beauty business owners think about when making their business plans, it certainly makes sense to consider.
From a business perspective, men make up about half of the population, so if you’re not actively targeting and catering to male customers, you’re missing out on half of your potential profits.
But more important than that is the care and openness that the beauty industry is built on. Lundy says, “It’s important that treatments are open to everyone. After all, in this industry we want to give people confidence and boost self-esteem – treatments can help people in so many ways and give them the boost they’ve always wanted. Why shouldn’t men be able to take care of themselves and feel the benefits?”
How do you attract male customers to a salon?
So, how can you attract more men to your business? Mason-Poyner advises starting by tailoring your marketing messages to be more accessible to men. “Education through a variety of platforms is key to attracting more male customers. Content that explains the benefits and outcomes associated with each treatment and includes visual representation of men undergoing treatment is extremely important, as well as testimonials and reviews that male clients can relate to,” he says.
Working with male influencers or bloggers who have an audience interested in men’s grooming or aesthetics can also be beneficial.
“These partnerships can help build buzz, reach a wider audience and create authentic content that resonates with potential male customers,” adds Mason-Poyner.
“As demand from men increases, businesses that cater to their needs will influence the development of new products, services and advances in beauty technology. This creates opportunities for innovation and specialization in the industry, and that can only be a good thing.”
