How to put together a nail service for men

How can I put together a nail service for men and where should I market it?

Nail treatments for male clients don’t have to be worlds apart from women’s but there should be a point of difference, namely the finishing option.

It’s not that common for men to ask for lacquer application at the end of a manicure or pedicure, although some footballers have started painting their toes black to hide bruising and damage, so you need to offer your male clients something different – an alternative finish.

One way to do this it to extend the massage part of the treatment, putting a greater focus on skincare by applying a masque to hydrate the skin or using paraffin wax to remove unwanted hair. Then, finish the treatment with nails that are buffed to a high shine and coated in an oil, which will give them a healthy look.

Dual-purpose packages are also worth thinking about. You could create a nail service with a more intricate treatment add-on such as a deep-tissue hand or foot massage to make it more appealing. Also, make sure you add men’s treatments to your menu along with a description so they know exactly what to expect. Some guys might be embarrassed to ask for information and, as a result, it can put them off booking.

Flyers and leaflets are a great way to advertise your services but social media is still the biggest, cheapest and most effective way to get your business deals out there. Make sure your posts go live at peak times such as early in the morning, lunchtime and late evening as these are the times people tend to check their smartphones the most.

Bryony McMillan is a senior OPI educator and part of the OPI UK A-Team, specialising in nail treatments and care. She has worked in the industry for more than eight years.