Marketing to Men: The New Salon Playbook

Dr Vijaya Salunkhe shares why winning today’s male client has little to do with masculine branding and everything to do with expertise, trust, and business strategy.

For years, salons have tried to attract male clients by redesigning their interiors, adding darker colour palettes, or offering a complimentary coffee or whisky. Yet these cosmetic changes rarely influence whether a man becomes a loyal customer. Today’s male client isn’t looking for a “masculine” salon. He’s looking for expertise, efficiency, transparency, and results.

Men represent one of the industry’s most reliable growth opportunities. They typically return every month, creating consistent recurring revenue. However, many salons still fail to unlock the true value of this audience because they continue to approach men with outdated assumptions. Building a profitable men’s business isn’t about changing the décor; it’s about changing the business model.

THE BIGGEST MYTH ABOUT MALE CLIENTS

The industry’s biggest misconception is that men need a different environment. In reality, they need a different experience. Most men are less interested in ambience than they are in certainty. They want to know what the service will help them achieve, how long it will take, and whether the recommendation genuinely addresses their concern. Whether it’s scalp health, grey coverage, beard care, or skin maintenance, they respond to clear explanations rather than vague promises.

This means salons should shift their focus from creating “male-themed” spaces to creating expert-led consultations. Simple before-and-after visuals, quick scalp or skin assessments, and straightforward conversations about expected results inspire far more confidence than themed interiors ever will.

WHY MEN’S SERVICES SHOULDN’T REMAIN LOW-TICKET

Many salon owners dismiss men’s grooming as a low-value category because the average bill often consists of nothing more than a haircut. But the issue isn’t that men spend less. It’s that salons haven’t built services that encourage them to spend more.

Instead of selling individual treatments, salons should create bundled experiences that solve a specific need. A haircut combined with a beard refinement, scalp treatment, or deep-conditioning service can comfortably fit within a 30- to 40-minute appointment, while significantly increasing the average ticket.

The key is positioning these bundles around outcomes rather than indulgence. Men rarely seek pampering for its own sake. They are far more likely to invest when they clearly understand the benefit and can see immediate, visible results.

KNOWLEDGE BUILDS TRUST

Men are increasingly interested in skincare, scalp health, and grooming, but many still feel unfamiliar with salon terminology. This creates a valuable opportunity for professionals to become trusted advisors. Every recommendation should begin with education rather than persuasion. Instead of saying, “You’ll love this treatment,” explain what it does, why it’s suitable, and when results can realistically be expected.

The same principle applies to retail. Rather than presenting shelves full of products, recommend a simple two or three-step routine designed around the client’s concern. Organising products by problem instead of brand makes purchasing decisions easier and removes unnecessary complexity. When salons educate first and sell second, retail becomes a natural extension of professional care rather than an uncomfortable sales conversation.

LOYALTY ISN’T BUILT ON FRIENDSHIPS ALONE

Many businesses rely heavily on the relationship between a client and their preferred stylist. While personal connections matter, they cannot become the foundation of customer retention. Real loyalty comes from systems.

Forward booking should become standard practice rather than an optional conversation at reception. Recording haircut preferences, colour formulas, previous services, and client goals ensures continuity regardless of which team member performs the next appointment.

Equally important is following up after the visit. A simple message checking how the client is getting on demonstrates genuine care far more effectively than promotional offers or discount vouchers. Trust grows when clients feel remembered rather than marketed to.

THE FUTURE OF MEN’S GROOMING IS STRATEGIC, NOT COSMETIC

Men’s grooming is no longer confined to barbering. Clients are increasingly seeking solutions for hair thinning, scalp concerns, skincare, pigmentation, greying, and overall maintenance. This presents a substantial commercial opportunity for salons willing to rethink how they serve this audience.

Success will not come from adding more products or redesigning reception areas. It will come from simplifying the customer journey, communicating with greater clarity, building service bundles that deliver visible outcomes, creating effortless retail routines, and embedding systems that encourage repeat visits.

The salons that thrive in the coming years won’t be those with the most stylish interiors. They’ll be the businesses that consistently deliver knowledge, convenience, and measurable results.