Expand Your Clientbase : Market your Treatments to a Male Clientele

Expand Your Clientbase : Market your Treatments to a Male Clientele

16 Aug, 2017

Most salons serve primarily women, with male clients making up less than 5% of the clientele. But this is a missed opportunity—and one that can significantly increase your income if approached the right way.

Whether you're looking to tap into a new market or simply boost bookings during quieter hours, marketing your treatments to men is smart business. Here are a few key strategies to start building a loyal male clientele.

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1. Advertise Where Men Look

Think business or sports platforms, websites, and magazines. Time your ads around key events—like promoting gift vouchers during major matches or holidays.

2. Sell Gifts That Keep Giving

Men often buy treatments as gifts—Mother’s Day, birthdays, Valentine's. Make it easy: create a men-specific email list and suggest ready-made gift solutions.

3. Introduce a “Men’s” Price List

It’s all about the language. Rename your existing treatments to appeal to male clients—same service, different packaging.

4. Create Men’s Packages

Bundle popular services like massage and grooming into packages. It boosts the client’s experience and increases retail potential.

5. Use Women to Reach Men

Your existing female clients are the gateway. Encourage them to book for husbands, brothers, dads—especially around key gifting seasons.

6. Lead with Massage

Massage therapy remains the top male treatment, particularly for stress relief or sports recovery. Promote it prominently.

7. Sell Skincare

Men are surprisingly strong retail buyers—especially when advised by a pro. Make sure you’re stocked with male-friendly products.

8. Make the Environment Male-Friendly

Use gender-neutral décor and private spaces to ensure men feel welcome. Avoid frilly colours, scented overload, and excessive chatter.

9. Try a “Men Only” Evening

A dedicated time slot for male bookings helps reduce discomfort or hesitation and shows you're committed to their comfort.

Remember, expanding your male client base may take some time—but the return could be worth it. Even if it’s not your main source of growth, it’s a smart, low-risk way to diversify.

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