2. Your Presenter
Wynne Business provides consulting and education, including
live seminars and on-site team trainings, for the spa and salon
industry
• Lisa M. Starr
– 20+ years experience in
salon & spa industry
– Senior Consultant,
Wynne Business
– Community Ambassador,
Gramercy One
– Consultant, educator,
writer, presenter
4. 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)
5. 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
6. 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
7. 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
26. 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
27. Financial Implications
• Good grooming
generates wage
premium of 4-5%
• Recession has
affected spending
patterns less
– Eating out
– Home purchases
29. Relating to Men
• Live in the now
– Not browsers
• Looking good =
– Strong
– Authoritative
– Confident
• Appeal to
competitive nature
30. 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
31. Men’s Language
• Seek “powerful” words
& images
– Wrinkle-defense
vs. Fine-line minimizer
– Tool vs. Loofah
– Defend, protect, security,
conquer, rule
44. Male Magnetism
Thanks for your attention!
Questions? Lisa Starr at
gotalkone@gmail.com
Gramercyone.com/blog
Facebook.com/GramercyOne
Twitter - Gotalknow