3 Tips to Market Your Beauty Business to Men This Valentine's Day
By Denise Prichard
If someone asked you to describe your typical client at your beauty business, how would you respond?
Sure—the most obvious answer would be female. It should come as no surprise that this industry has been notoriously dominated by a female demographic, and that’s probably why you spend much of your time marketing towards them.
However, there is one special time of year where the tables turn—Valentine’s Day.
Your typical client may not be so typical once the infamous day of love rolls around. In fact, according to a recent survey 62% of men expect to spend some serious cash on a loved one versus only 45% of women who say the same.
That’s right, your marketing efforts for this $30 billion holiday should also be geared towards men.
While you still want your services and products to be enticing to women, you should think outside the box and grab the attention of husbands, boyfriends, boy crushes...you get the point.
If you want your beauty business to bring in as much profit as possible this Valentine’s season, you’ll want to catch the male eye.
Here are three tips for beauty businesses to rope in all the gents out there this Valentine’s Day.
1. Who doesn’t love a couple’s package?
Valentine’s Day is all about couples. Remember, there are two to every couple. You’d be surprised how many spas or salons craft their “Happy Together” type of Valentine’s Day packages solely for women.
Chances are, husbands, boyfriends, and the like, will be purchasing your V-Day specials, too. So, have a “Happy Couple” package, BUT differentiate for him and her.
For her: Spa owners can include massages, exfoliating facials, and/or mani/pedis. Salons can offer a special on a blow-out for her night out on the town with her significant other. Add a little Valentine’s Day flair to any option by including chocolates and pink champagne, too.
For him: Coax men into the spa with services like a sports massage, cleansing facial, and handyman manicure. For salons, offer a discount on a fresh cut and shave to match his perfectly coiffed date. Instead of pink champagne, offer him a craft beer or cigar.
Pair these services in a side-by-side Valentine’s Day package, or sell them individually, and you’ve got yourself the perfect V-Day gift.
2. The love for gift cards is real
For the guy who’s not into a couple’s spa or salon day, give him the option of gifting a beauty day to his loved one this Valentine’s Day.
Keep in mind: When he looks at your service menu, it may look like a bunch of gibberish. Make it easy and have gift cards prominently displayed. Suggest dollar amounts that align with your service pricing too.
As a MINDBODY customer, you can easily create custom gift cards that are perfect for this special day.
3. Product bundles make a lovely gift
Some fellas will wait until the last minute to buy and wrap gifts (we’ve all been there). Help make Valentine’s Day shopping easy for the last-minute, male shopper with product/service bundles fit for a queen.
For spas: Create a “Pamper Me” bundle equipped with some of your best-selling lotions, body oils, and a gift card that can be used towards your services.
For salons: Bundle your most loved hair products (shampoos, conditioners, treatment masks, etc.) with a gift card that can be redeemed for a blow-out or a fresh cut/color.
Package your bundles in a basket or bag, and add tissue, ribbon, and/or other festive touches. That way, he can skip the wrapping paper.
Whether you own a salon or spa, these tips will help you get prepared for all the male shoppers who will be looking to purchase the perfect gift for their significant others for Valentine's Day. By making the gifting process simple, Cupid won't be the only person these guys will be a fan of on this special day.