Male cosmetology
We focus on psychology, we study the characteristics and needs of men
The number of representatives of the strong half, who visit enterprises of the beauty industry, is gradually increasing. Men use special cosmetics and strive to look good, even if they don't always admit it.
Нave you noticed that modern society does not ignore metrosexuals? This term, which appeared in 1994 from the pen of the English journalist Mark Simpson, has firmly entered our everyday life. Today, we call a metrosexual a citizen of any sexual orientation, who has a developed sense of beauty, who spends a lot of money and time on his appearance and lifestyle. He is more like 40 than 25 and has good purchasing power. And, apparently, he is the main target audience for those who plan to provide cosmetology services to men.
The second group of men who willingly agree to cosmetic procedures are men who have already experienced the beauty of spa and thalassotherapy. According to the International Federation of Thalassotherapy Sea and Health, 40% of men visit such establishments in Europe (for comparison: even a decade ago this figure did not exceed 29%).
Focusing on psychology
Competent communication with the client requires knowledge of psychological features. Of course, the male clientele has its differences. Men have greater emotional instability than women, take less care of themselves, do not listen to their body's signals and are therefore more prone to stress. They are prone to constancy and, besides, very disciplined customers - they rarely argue, strictly follow recommendations. The strong half always has little time, so everything, including care, must happen quickly. The result of the procedure should also make you wait. It should be noted that such clients are usually very demanding about the quality of services, expecting a modern level of service.
Full version of the access article in Ukrainian
This article is part of the special project: Men's face and body care
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