Men’s grooming market growing but stigma lingers

 

Industry experts and business owners alike are identifying the male market as key for potential growth, however there is still a feeling that professional beauty treatments are not for men.

Oxfordshire-based beauty salon Cannelle has identified an 8% increase in its male client base in the last year – including a massive 60% rise in men’s waxing treatments – however the company’s MD, France Baudet, feels that there is still a stigma attached to professional male grooming.

“In France and many areas of Europe such as Hungary, a man visiting a beauty salon is a totally normal monthly experience,” said Baudet. “We have therapists from all over Europe at Cannelle and they are surprised about how men are still not embracing grooming in salons across the UK.

“Having said that, our biggest spending client is a man and we are seeing increasing growth in the market despite the recession,” she added.

Ewa Grigar, a senior market research analyst at Klinegroup, agreed that this is key area for growth in the industry, and recommended targeting the 18-25 market for acne treatments.

“Just by showing a concern for their skin condition, this consumer group is a positive hope for the future growth of the industry,” she said.

Grigar went on to say that offering specific “men only” treatments and events is a good to attract men through the salon doors. Baudet says that this has been key to her company’s success with the male market.

“We’ve established a solid male clientele because we offer treatments tailored just for men,” she says.