Customer Service

A Good Man Isn’t Hard to Find

Men-as prospective clients-require different approaches and attitudes to entice them into the salon. Before you decide to market to the opposite sex, you need to make sure you salon and your service menu are ready for them.

To neutralize your setting, simply provide a separate pedicure area and supply the waiting area with sports, health, travel, and adventure magazines.

The interior décor should also be in neutral colors such as green, gray, or blue, with minimal decorations and the treatment furnishings should be able to accommodate any man.

In Memphis, Tenn., David Pryor, president and owner of a Touch of Health Day Spa’s decor. A Touch of Health services a 50/50 male-to-female ratio. “Our spa is decorated with hunter green walls, Italian-set-marble, and leopard skin massage tables, so men feel right at home,” says Pryor.

At Linfield’s salon, nothing is done to differentiate where men and women get their services done.

“I don’t buy into the idea that men and women want to be separated from each other,” says Cuccio. “I think it’s an asset to not have separate areas for men and women because it becomes an entertainment, communication, and networking vehicle for both sexes,”

It may be one day that men and women get beauty services side-by-side, but it seems for now the consensus is the farther apart, the better.

“Men want a comfortable, private setting for their service,” agrees Linfield.

Male Marketing 101

Men became a viable market a long time ago, but it seems the nail industry seems to have caught on slowly. Men get facials, hair color, and massages, but seen to skip over their hands.

“Marketing to men is very simple,” says Cuccio. “One of the easiest ways to get a man into a salon is by their spouse, girlfriend, or friend, or friend giving them a gift certificate.”

Getting them into your salon or spa may be easier than you think. At Bellezza, all promotional materials and service menus emphasize that theirs is a spa for both women and men.

“It doesn’t seem like much, but I’ve had male clients tell me that when they saw that we had both services, it automatically put them at ease and made them comfort making an appointment or coming to their first appointment,” says Collins.

Schaeffer recommends appealing to men’s frugal side to get them into your salon.

“Men, like women, are beginning to view their nails as part of their total look. Professional men, in particular, want their hands and nails to look well-groomed,” says Schaeffer. “There’s no point in wearing an expensive suit and shoes when the hands don’t look the part as well. Compared to the cost of a quality suit, a manicure is a drop in the bucket.”

During the holidays and Valentine’s Day, Robello incorporates packages for couples into her marketing strategy.

“We sell a lot of gift certificates for his and her pedicures and massages,” explains Robello. “It’s a great way to get men into the sap.”

Cross-promotion has worked for Dunbar, who gets at least a couple referrals week from local businesses. “I have a good relationship with two barber shops that send male Clients my way and vice versa,” She explains. “The Sunday before the Super Bowl I have al all-male pedicure and massage party, and Father’s Day is always a good time to promote to men. And I can’t stress enough how important referrals are.”

The joy of having male clients is that they’re more likely than females to follow regiments prescribed and to keep their appointments. After all, men aren’t the ones working 40 hours a week and picking up the kids from school, taking them to soccer practice, and rushing home to make dinner. They have time for grooming. And it seems that once you have male clients, they’re not hard to keep.

“I service a lot of blue-collar workers whose feet are in horrible condition,” says Linfield. “After a man’s first pedicure, he’s hooked. So I set up a schedule for them and they stick to it.”

But what about first getting them in? There’s a lot to be said about a man’s curiosity.

“The best marketing tool to get male clients into the salon is referrals,” says Linfield, “Their wives, mothers, or sisters usually bring them in for their first appointment and after that they feel better about coming in by themselves. They just need an icebreaker.”

The simple fact remains that men buy grooming essentials to make themselves look and feel better. They generally don’t ask for a gift with purchase. They don’t discuss their grooming secrets or mishaps with their buddies at the gym. They follow the regimen prescribed and turn to professionals for recommendations, taking to heart what you say, and often making purchase based on impulses.

“Men really make the best clients,” notes Collins. “They’re easy to work on, easy to please, and are very loyal.”

Men Are from Mars, Women Are from Venus

When it comes to marketing and servicing men, there are some golden rules to live by. The unisex approach doesn’t always fly and to make men as comfortable as possible on their new venture into the salon takes some proper know-how. Following are some bits of advice that every nail technician can use for both men and women.






To keep things neutral, try adding men’s magazines to your reception area and keep pastels to a minimum.

Women like décor best. If you keep a separate men’s and women’s area, light candles or spruce it up with some scented potpourri.


Salon owners who service men can’t emphasize enough how important it is to have men’s services on the menu and on display. Direct marketing such as mail outs work great, too. The surefire way to get men into you salon is to have the women in their life entice them with a gift certificate.

Women love gift with purchases and freebies. Offer them deals such as a free paraffin clip with a manicure.


The jury is still out on whether it’s better to have separate men’s and women’s service areas. Whether you do or not, men tend to like no-nonsense and masculine services such as sports manicures and pedicures. Use scent-fee products, especially with lotions.

Women go to salon to get away from it all. They want to be pampered as much as possible. Don’t skimp on the foot massage or be afraid to introduce the latest products. Women love products!




Keywords:   male clients     men's services     niche marketing     Valentine's Day services  

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