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CHICAGO — Although women make up the majority of salon customers, a growing number of male-focused salons have men primed to increase their usage of these services, according to new Mintel research.
Mintel found that younger men are more likely to take advantage of services offered at salons. One-quarter of men ages 18 to 34 years reported having a manicure or pedicure and 38% of men in this age group have had a facial or body treatment, compared with only 15% of men ages 55 years and older. Among those men that do visit a salon for a haircut or other treatment, they go more frequently than their female counterparts: more than one-third of men surveyed who have had a facial said they get one once a week (39%), compared with 6% of women. Additionally, men who get salon services also tend to spend more than women do on some services: men who get manicures spend about $37.14, compared with women, who on average typically pay about $23.38 for a manicure.
"It's possible that the segment of men who get beauty treatments are more concerned with their appearance, so they tend to visit salons more frequently," said Amy Ziegler, global personal care analyst at Mintel. "While these findings are interesting, it is important to keep in mind that men who get beauty services still make up a small portion of the population. Coming out of the recession, we are likely to see an increase in services done at salons. This will be especially prevalent among men, but salons should be careful not to discount other growing population sectors. The Hispanic, African-American and Asian populations are increasing at a significantly higher rate than whites and they are likely to influence the salon market by creating a greater demand for products and services specifically tailored to their ethnicity."