The aesthetic industry as a whole continues to grow at a rapid rate. While women still represent the larger market share, male uptake of medical aesthetic treatments has been steadily increasing over the last decade. In fact, while men may be in the minority for now, the demographic is growing at the same pace as the female market. Looking at a recent report from the American Society of Plastic Surgeons, out of approximately 16 million procedures performed in 2019 in the US, nearly 10% were undergone by men. That’s a patient segment no clinic can afford to ignore. Here’s how to attract male clientele to your practice.
Boost Awareness
Although men are as concerned about appearance as women, they are less likely to seek aesthetic solutions when marketing continues to focus on the female demographic. Awareness may be the biggest impediment holding the male aesthetics market back, and that needs to change. As men become more aware of the variety and quality of treatments available to them, they will be more likely to get one. For this reason, be careful not to sideline men in your clinic’s marketing strategy. When advertising your services, make sure to include the benefits for men as well as for women.
Consider Their Needs
Men want to look good, but their reasons for doing so can differ from those of women. Men are more interested in health, wellness, and strength than in following aesthetic trends or chasing after a certain celebrity’s plump lips. Men want to look younger, strong, capable, and confident because these are qualities that are valued in the workforce, by their peers, and by potential mates. To meet this need, focus on the self-esteem and wellness benefits of treatments like fat reduction, hair restoration, and other technologies.
Leverage Your Female Clientele
Because men might be less likely to seek an aesthetic treatment on their own, you may need to reach them through their female friends and partners who are already your clients. Their partner may be the gateway to your practice, whether they are encouraging the men to seek treatment or simply sharing their positive experience. If accompanying their partner to your office, their curiosity may inspire them to try out a treatment for themselves—so make sure your in-clinic marketing speaks to them.
Offer The Right Treatments
According to the 2019 American Society of Plastic Surgeons report, the most common surgical procedures for men are liposuction, tummy tucks, and rhinoplasty. Popular non-invasive treatments include injectables around the cheekbones and jawline, as well as fat reduction, body sculpting, and skin tightening. The one procedure for which the male demographic far outweighs the female is hair restoration. As the leading supplier of cutting-edge medical aesthetic devices, Venus Concept offers a variety of technologies to corner the unique needs of the male demographic.
Intense Pulsed Light (IPL)
Venus Versa™ performs the most in-demand aesthetic procedures popular with patients today: photorejuvenation/photofacial, acne treatment, hair removal, skin resurfacing, body contouring, cellulite reduction, skin tightening, and wrinkle reduction. For your male patients, you may want to highlight the Intense Pulsed Light (IPL) technology for treating the signs of aging, acne, and can also be used for hair removal.
Wrinkle Reduction
To maintain a vital, youthful appearance, non-invasive radio-frequency-based (RF) wrinkle reduction treatments with Venus Versa™ and Venus Legacy™ use gentle heating to stimulate collagen and elastin production under the skin’s surface. In men, the body’s natural production of these essential elements begins to slow with age, but RF treatments kickstart them back up again for a refreshed, rejuvenated look.
Fat Reduction
Powered by diode laser technology, the Venus Bliss™ non-invasive lipolysis machine reduces fat from target areas comfortably and effectively. The device comes equipped with an (MP)2 applicator that combines Multi-Polar Radio Frequency and Pulsed Electro Magnetic Fields with advanced VariPulse™ technology to tighten skin, further reduce circumference, and reduce cellulite* for a smoother, more contoured appearance.
Hair Removal
Hair removal treatments continue to be one of the most popular aesthetic treatments, and the market continues to grow every year. For maximum efficacy, a laser hair removal plan requires 5-7 sessions, making them an ideal source of regular clinic income. While there are different technologies available for hair removal treatments, Venus Concept’s diode laser hair removal devices, Venus Velocity™ and Venus Epileve™, work on darker and tanned skin, so your clinic can cater to all skin types. With a real-time cooling system and no downtime, Venus Concept’s hair removal solutions are an asset to the productivity of your clinic.
Hair Restoration
Venus Concept offers two state-of-the-art hair restoration devices: NeoGraft® and ARTAS iX™. NeoGraft® delivers superior clinical efficacy and high patient satisfaction through revolutionary automated Follicular Unit Extraction (FUE) and implantation technology, which leaves no linear scar and is minimally invasive with fast patient recovery. It eliminates the inefficiencies of common manual tools and procedures while enabling physicians to offer hair transplants with consistent clinical outcomes. If you would like male hair restoration to be a more robust part of your clinic, consider the ARTAS® Robotic Hair Restoration System. The world's first intelligent hair transplant platform to utilize state-of-the-art robotic and artificial intelligence technology, this robotic hair transplant machine offers precise, efficient, and repeatable harvesting with simultaneous recipient site making and implantation functionalities in a single, compact platform.
Speak to one of our experts today about optimizing your clinic offerings for men, or about any of our state-of-the-art medical aesthetic devices today.
INDICATIONS FOR USE:
*Venus Bliss™ is cleared by the FDA and licensed by Health Canada for non-invasive lipolysis of the abdomen and flanks in individuals with a Body Mass Index (BMI) of 30 or less, with the diode laser applicators. The (MP)2 applicator is cleared by the FDA for temporary reduction in the appearance of cellulite, and licensed by Health Canada for temporary increase of skin tightening, temporary circumferential reduction, and temporary cellulite reduction. Venus Bliss™ has CE Mark for addressing aspects related to body contouring, such as fat reduction and circumferential reduction with the diode laser applicators. The (MP)2 applicator has CE Mark for temporary increase of skin tightening and temporary cellulite reduction.
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