A recent industry report by Salon Services, which surveyed more than 2,500 salon owners and employees, stated that 9 in 10 salons experienced an increase in takings from men in 2014 and that a quarter of customers are now men.
In the International Therapist article, ‘Breaking the mould‘, Robert-Sylvester Coleman MFHT shares his experience of working within the male grooming industry.
Sylvester runs Tranquilstate, a professional male grooming and skincare studio offering a wide range of holistic, well-being and personal grooming treatments. He was awarded Highly Commended for Client Service in FHT’s 2015 Excellence Awards, and holds Dermalogica Expert status.
Why did you decide to focus on male grooming?
When I initially trained, I found the industry to be closed to male therapists, and as a black male therapist, it felt impossible to break into the beauty/grooming side. I was directed towards massage treatments such as sports, remedial and deep tissue, and despite consistently excellent feedback at various trades’ tests, none of the upmarket salons and major spa companies would take me on.
From my own research too, I found that many men felt that the mainstream high street market did not welcome them and often restricted the range of treatments that men could access. I discovered that many men felt uncomfortable with female therapists but in the absence of any market alternative had no choice. I turned what initially had been a barrier to me getting into the industry into a positive asset, and so Tranquilstate was born.
Tell us about your clients…
Our client demographic is diverse, with regular clients as young as 17 and our current oldest client is in his eighties. We see the entire spectrum of people, from city high-flyers to people involved in the construction industry. We even have regular clients who live in Thailand, Japan and the US, who visit us on their regular business trips to London.
Do you think there is a growing demand for male grooming services?
The past 10 years has seen a significant attitude change and targeted marketing of the male health, well-being and personal grooming market, with a surge in demand for treatments. Increasing male body consciousness has raised the popularity of treatments such as waxing, for cosmetic, religious, cultural or personal hygiene choices.
Come along to find out about the many opportunities male grooming has to offer your business – just £10 for FHT members!