The Ed.
Well-Known Member
It wont come as any surprise to us to hear that male grooming is becoming more and more popular. The BBC first reported on this way back in 2004 when David Beckham and his metrosexual ways were at their most influential, but did you know that not only is the industry growing, its actually booming despite the tough financial times we find ourselves in?
The numbers of males working in the industry is also on the rise. At the moment 2% of the beauty workforce is male according to The Carlton Institute but as the popularity of male-only salons increases, so too do male therapists. Stevenson College in Edinburgh says that 10% of its students are male and the door-to-door sales service Avon says that 5% of its workforce is male and its increasing all the time.
Is it any surprise when the beauty industry is worth £17.4 billion ($26.7 billion)? It was surely only a matter of time before savvy males looking for alternative career options defied outdated tradition and jumped (pedicured) feet first into the industry. Salons such as The Refinery in Londons Mayfair, have all responded to this growing industry.
In fact, perhaps we should all be responding. A report in Marketing Week suggests that any brands investing in male grooming products are likely to see increased spending levels despite the economic downturn. Men, afterall, can be reliable but lazy customers. While women view products in an experimental way, men tend to view them as necessity. It may not be very interesting but once theyve decided they need it, theyll buy it religiously, and they probably wont be swayed by ever-changing trends, unlike their female counterparts.
Unfortunately for us as professionals, 86% of men are still buying their grooming products at the same time as their groceries. The good news is however, that there clearly is a market out there and if you can get men into your salons then youre likely to see serious financial reward. The big question is how to get them through the door and, is it that easy?
Well be discussing the impact that the male market is having on the beauty industry throughout this week. Look out as well for the very interesting interview with Deborah Gayle, manager of The Refinery.
Until then geek on!
The Ed.
The numbers of males working in the industry is also on the rise. At the moment 2% of the beauty workforce is male according to The Carlton Institute but as the popularity of male-only salons increases, so too do male therapists. Stevenson College in Edinburgh says that 10% of its students are male and the door-to-door sales service Avon says that 5% of its workforce is male and its increasing all the time.
Is it any surprise when the beauty industry is worth £17.4 billion ($26.7 billion)? It was surely only a matter of time before savvy males looking for alternative career options defied outdated tradition and jumped (pedicured) feet first into the industry. Salons such as The Refinery in Londons Mayfair, have all responded to this growing industry.
In fact, perhaps we should all be responding. A report in Marketing Week suggests that any brands investing in male grooming products are likely to see increased spending levels despite the economic downturn. Men, afterall, can be reliable but lazy customers. While women view products in an experimental way, men tend to view them as necessity. It may not be very interesting but once theyve decided they need it, theyll buy it religiously, and they probably wont be swayed by ever-changing trends, unlike their female counterparts.
Unfortunately for us as professionals, 86% of men are still buying their grooming products at the same time as their groceries. The good news is however, that there clearly is a market out there and if you can get men into your salons then youre likely to see serious financial reward. The big question is how to get them through the door and, is it that easy?
Well be discussing the impact that the male market is having on the beauty industry throughout this week. Look out as well for the very interesting interview with Deborah Gayle, manager of The Refinery.
Until then geek on!
The Ed.
