Men's hairdressing means big business

The figures speak for themselves - research agency Mintel estimates the male grooming market to be worth some £820 million in 2009.

Men are spending more on the way they look and the hairdressing industry is well-place to capitalise on this trend.

But how can salons attract more male clients and keep them coming back?

Owners of both unisex salons and more traditional barbers can learn a lot from the business model of Jacks of London - a men's salon with branches in London, Birmingham and Belfast. Marketing director, Emma Lee uses a wide range of methods to promote the business to its exclusively male clientele.

Says Emma: "We try and use the latest technology wherever possible, as well as using brand affinity marketing with brands such as Becks; tactical and targeted promotions and a strong on-line strategy all of which work really well and appeal to male clients."

When marketing any service for men the key is to make the message completely clear. Says Emma: "Men like to be well-informed and avoid any embarrassment or difficult questions, so when marketing to them, avoid any ambiguity and keep it simple but strong.

"Men don't want to feel intimidated, so marketing materials and store environments need to find a way to incorporate this masculine tailored approach."

Of course, it's easy to take a masculine approach to marketing when your client base is 100% men, but what about attracting more men to unisex salons?

Image is everything

For Ishoka Hairdressing & Beauty in Aberdeen, it's a case of avoiding a salon look that is "too fussy or feminine", and also including men in marketing material.

Says creative director, Philip Bell: "We regularly shoot a men's collection, which showcases the latest in techniques in male grooming and illustrates future trends.

The images from these collections are then shown in local press, on our website and within our salon magazine. This relates the message to our male clients, and prospective clients that we can offer a high standard of service and provide them with a style that will suit their lifestyle."

London-based salon Talylor Taylor relies almost exclusively on word-of-mouth to promote its offering to male clients, but the team ensures the ambiance is not too feminine once male clients are tempted through the door.

"We portray ourselves with a very unisex image, so as not to scare men away" says owner Stewart Payne. "Some salons are just far too ladylike for a man to consider going in."

Stewart does believe, however, that a growing number of men want a more relaxing experience than traditionally associated with male clients, while many men's salons and barbers operate on the basis that its clients don't want to make appointments, Talylor Taylor has a one-hour minimum appointment policy. "We offer the opportunity to relax and unwind," says Stewart.

The price is right

Pricing remains an issue for most male clients, and even in the salubrious surroundings of London's Regent Street Tony Stavrou, owner of Aveda salon, Mowgli, has resisted the temptation to put men's services on a par with women's.

Says Tony: "I know of a number of salons, including our own, that have considered the time might be right for the pricing to be equal to ladies; services, but I feel there is still a gap in mentality between men and women as to what is considered value for money, for now, and the foreseeable future, our price bracket for men's services will remain lower."

Staff themselves can also be used effectively to tempt male clients through the door, according to international creative director at Glasgow-based salon group, Rainbow Room International.

Says Suzie: "One of the best ways to market services to male clients is through your male team members. Ensure all males in the salon wear the latest on-trend cuts and colours. This is a very visual way of communicating the male clients and can give them the confidence to take the plunge."

However salons choose to attract male clients, the steady growth of the male grooming market suggest there will be an increasing number of men ready to take that pluge.