Cosmetic treatments for men: How to boost your male clientele - Hamilton Fraser


Aesthetic treatments for men are on the rise. Once considered the realm of women, cosmetic surgery procedures for men rose by 118% in 2022 compared to 2021. Men are turning to aesthetic treatments not only to look their best, but also to enhance their overall wellbeing and boost their self-confidence.

So how can you tap into the growth in male aesthetics in your practice?

Men’s health awareness campaigns

Attitudes towards men’s health are changing in positive ways, and campaigns focused on men’s health have been very effective at reducing stigma and increasing openness around men’s health, as well as raising awareness of diseases and male mental health.

Movember, also known as Men’s Health Awareness Month, is an annual global campaign that takes place every November, encouraging men to grow moustaches and participate in various activities to raise awareness about men’s health issues. This month-long event focuses on promoting physical and mental well-being among men, providing a platform for men to discuss their health openly, seek support, and take proactive steps towards a healthier and happier life.

Men’s Health Week, which takes place every June in the UK, aims to heighten awareness of preventable health problems and encourage early detection and treatment of disease amongst men. It focuses on getting men to become aware of problems they may have or could develop, and find the courage to seek support and guidance.

The emphasis on men’s health during June and November offers a timely opportunity to open the door to more male clients. The focus on health problems creates scope for practitioners to discuss the impact an unhealthy lifestyle may have on skin and premature ageing, and the treatments you can provide to combat it.

A female-dominated arena

The cosmetic and aesthetics sector is still predominantly targeted at women. But men are increasingly turning to cosmetic treatments, especially as they become more accessible and accepted for men.

So, what are the most popular non-invasive treatments for men?

In their blog, ‘Five popular aesthetics treatments for men’ Harley Academy identify some of their most popular male aesthetics treatments and offer their tips:

  1. Botulinum toxin injections, dubbed ‘Brotox’ by the media is popular amongst many men, particularly top executives, who choose anti-wrinkle injections to refresh and rejuvenate. In-depth facial anatomy, as well as knowledge of toxin dose, is key to achieving gender appropriate results.
  2. Periorbital rejuvenation (treating the eye area) is popular amongst men looking to correct crow’ feet with toxin and replacing volume loss, to combat the signs of ageing.
  3. Jawline contouring to ‘masculinise’ the jawline by using filler to encourage a square shape is growing in popularity, largely thanks to social media. Harley Academy recommend using a cannula rather than a needle for jawline filler
  4. Mid-face filler treatments to the upper and media cheek can help men address localised volume loss and correct under eye hollows.
  5. Filler for lines and folds as part of a holistic and sequential treatment plan alongside botulinum toxin, can help smooth out nasolabial folds and marionette lines, to create a rejuvenating effect.

The cosmetic and aesthetics sector is still predominantly targeted at women. However, men are increasingly turning to cosmetic treatments, especially as they become more accessible and accepted for men.

Cosmetic treatments are just as beneficial to men as they are women.  Here are some top tips for encouraging more men into your clinic.

Top tips for boosting male clientele

Three top tips for boosting your male clientele:

1. Create the right setting

Cosmetic clinics and treatment rooms have tended to be tailored to women.

Clinics can often have a rather feminine feel about them. From interior decor and posters featuring just women, to ‘women’s’ magazines – it is all subliminally conveying a message to the customer that this is a space for women only, and may leave male customers feeling unwelcome.

Of course, as a majority of your clients are likely to be female, you don’t want to completely de-feminise your clinic setting, but if you are looking to boost your male clientele you could include a few masculine touches. Why not try:

  • Adding some male-target magazines in your waiting area to make it a more pleasurable waiting experience for all of your clients
  • Including images of men in any decorative features or marketing, helping to reaffirm your clinic’s commitment to procedures targeted at men
  • Make sure male-targeted skincare ranges or products you stock are displayed prominently, again showing your commitment to male treatments. This may be an opportunity to create a unique selling point for your clinic, featuring the very best new treatments and products on offer for men, differentiating you from your competition!

2. Market to your target clientele through your existing clientele

Just because you have a higher female clientele it doesn’t mean you can’t target them with your male treatments, too.

They are likely to see this marketing and could recommend your treatments to their husbands, fathers or sons. Most women confess to having been the prime purchaser of their partner’s toiletries, especially during the weekly shop, and women are key influencers when it comes to their partners.

Your female patients are not only likely to recommend your treatments to their partners, but they may even book an appointment on their behalf, there and then. In addition, any clients who have had a positive experience with your clinic will be more likely to recommend you to friends and family, regardless of whether they are male or female. So,  be sure to provide a fantastic customer experience and understand the wants and needs of your specific target audience.

3. Utilise your digital space

Just as you need to make sure your physical clinic is visually appealing to men, the same applies to your website. Make sure you have a prominent area of your site dedicated to the male treatments and products you offer.

And don’t forget to utilise your social media channels to deliver male-targeted messaging and treatment options. Men’s Health Week, Movember, and Father’s Day  are perfect opportunities to advertise what you offer, as well as to promote any special treatment packages you are running linked to these events. You could advertise a couple’s package, encouraging patients to come along together, making a trip to the clinic less intimidating for male patients who may not have undergone a procedure before.

Changing Times

Over the past few years, the number of male patients in aesthetic clinics has steadily risen, demonstrating a changing attitude towards cosmetic treatments for men and a reduction in the stigma once associated with cosmetic procedures.

Although it may be some time yet until we see a 50/50 split between male and female clients, now is the perfect moment to encourage more potential patients from this largely untapped male clientele base, and make sure that you provide treatments that benefit both male and female patients.

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