Vanishing Acts: Smooth Guys

More men than ever are looking to abolish excess body hair. Here’s how to secure your fair share of this growing client base.

The woman who gets waxed once or twice a month will spend tens of thousands of dollars on the service over the course of her lifetime. But unwanted hair isn’t only a “female problem” — men are plagued with it too, especially from the neck down. In a 2014 Study of Men’s Grooming Appliances and Tools conducted by Princeton, New Jersey-based multi-sponsor Surveys, Inc., 39% of some 1,200 male respondents reported having removed body hair below the neck—up from about 5% in 2005. So, if your spa isn’t booking many (or any) waxing services for male clients, you’re probably leaving a good chunk of change on the table. Not sure where to start? We asked a panel of esthetics experts to share tips, tools and techniques to win over today’s hirsute-yet-hesitant male.

OUR PANEL

• Muriel Bassili, vice president, Laboratoires Reynard
• Normajean Fusco, owner/president, Equibal Labs, makers of Nufree finipil
• Lydia Jordane, founder, Lycon Wax USA
• Regina Rodriguez, brand manager, GiGi
• Lydia Sarfati, CEO and founder, Repe?chage
• Ottmar Stubler, president, PFB Vanish, Inc.

PRODUCTS THAT PERFORM
Hair-removal services can come with a strong retail component — and the male client will buy, if properly guided and encouraged. “The amount of money you make on any hair-removal service should be doubled with the proper recommendation of appropriate and necessary home care,” says Sarfati. “However, the regimen should be kept simple and to the point, and the retail environment must allow male clients to browse comfortably.”

Today’s pre- and post-care products, whether used in the treatment room or the home bathroom, are innovative and versatile. Collectively, they’ve been formulated to cleanse, cool, soothe, desensitize, sanitize and protect areas of depilation. Combine these choices with a wide variety of waxes and waxing equipment, and it’s clear that now is a good time to usher your male spa clients toward their smoother futures!

Continue reading this story in our March digital edition!