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The dictionary defines man as: an adult male human being.  Many of you may question the “adult” or the “human being” description of the word, but all of you would agree that man is the confusing “other sex” that doesn’t quite grasp the necessity or the practicality of proper skin care.  Well, times they are a-changin.  With each passing year, we have seen a shift in the education and the awareness of a good skin care system by the male consumer.  Magazine articles, television commercials and media in general have given the male population permission to view skin care as an accepted act. We no longer are forced to hide in our bathrooms, sneaking eye cream from our significant other.  We can be seen buying our won skin care products, spraying cologne, seeking grooming tips from magazines and books and yes, even going to a Spa.  Although Popular Mechanics magazine will never have a grooming section, other popular magazines such as GQ, Men’s Fitness, Men’s Health, Esquire, Details and many others include significant sections which evaluate skin care and fragrance products for men. Men are being made aware of the need to prevent skin care problems and maintain healthy skin.  There is a need and an awareness, but the solution is not so cut and dry.  WE know what we need, we know what we want to try, but we don’t know where to get it.  The products that we are seeing evaluated in the men’s publications are only available at the department or specialty stores. Man, the fearless “other sex”, has one fear greater than death…shopping at a department store.   This is where you come in.  Being a guy, I know many guys and few of them would know how to ask questions regarding their skin care needs.  You, as a full-service skin care and image Consultant have just what every man in America needs. BC Spa Facial, along with Skin Strategies offers every man a solution to fit his individual skin care concerns.  In order to determine which line of products and what skin care regimen is best for him, you first have to define your male client’s grooming personality.   When I talk to male clients about their skin care and grooming needs, I have a simple formula for helping to pin-point their grooming personality.  I call it the Bob, Robert, Bobby formula.  Stick with me here…this really works. Bob You know Bob.  We all know Bob.  Bob is a man’s man.  He is a no-nonsense kind of guy who played sports as a youth and watches them as an adult.  Does Bob need skin care?  You betcha, but the positioning is totally different.  Bob does not care if he will look like a Calvin Klein model, he does not care to smell like a linen fresh morning and he certainly isn’t going to spend a lot of time masking and moisturizing.  Bob needs practical solutions for practical problems.  Bob, who loves the outdoor lifestyle, needs basic skin care products that stay in the shower and provide protection from the environment. Even Bob knows that the sun can damage the skin.  He sees what it does to his car, and can easily relate to practical analogies.  Give him a practical skin care regimen that is based on solutions to his problems.  Rather than calling it a “skin care regimen”, you can call it a “shave care regimen”.  Skin Strategies is the perfect solution for Bob, along with the Cell Block C AM to keep his skin protected from the sun during the day and see a very happy Bob.  Here’s a secret…Bob can be your most loyal client if you keep it simple, practical and easy to understand.  Bob is not shopping around for skin care, so keep him on your contact list and follow up every other month to see if he needs any help.  He won’t ask you…so you need to make sure that you ask him. Robert Dear, sophisticated Robert.  Robert is the sophisticated man who is always in control and always looking his best.  Concerned about his professional image as well as his personal image, Robert is looking for practical solutions as well as image boosting tools.  As a man whose image is crucial to his success and position in life, items like fragrance, along with skin care treatments are key.  Robert may not often change his image, but he wants to make sure he is at his best every day of the week.  Robert is one who appreciates the finer things and would be the perfect candidate for the BC Spa Facial products as well as TFF and other anti-aging solutions. Robert is often the most educated of the three personalities; however, his book smarts and business savvy often limit him to what he would consider “fads” in skin care technology, making him somewhat skeptical and cautious when making purchasing decisions.  Your positioning for Robert should be concise, useful information that helps him create and maintain the perfect image.  Robert is prone to habitual behavior, so you may sell him the same product package over and over again.  It is up to you to update him on the newest products, the latest image boosters and provide a full array of services.  Robert appreciates seeing magazine tears of clothing trends, he enjoys skimming articles that discuss the need for good skin care and he relies on you to be there when he runs out of products.  Robert is not looking for a sales person…Robert is looking for a “Consultant” to keep him in the know and looking his best.  Robert should be one that you call monthly to see if you can offer any assistance.  Keep in mind, Robert is usually more of a business man, who is in contact with a lot of people.  He can be a client that can give you some amazing referral business as well as purchase products for his wife, co-workers, assistant, mother, etc.  Make sure to let him know that you will be there anytime he needs gift baskets for holidays, birthdays, anniversaries, etc.  Bobby Bobby is a fun loving, trend-oriented guy that seems to break all the rules.  Bobby is the guy that wears the fun trendy ties to work or often bucks the system and leaves the tie at home.  Although he may have a corporate job or title, Bobby is more than likely in a more creative role.  Bobby is in tune with the latest and the greatest from fashion to movies to music and expects you to show him how your products compare to the products currently on the market or those advertised in the fashion magazines.  Bobby knows the trends and knows how and why he should use a complete skin care regimen.  Bobby is a fast-paced, ever changing kind of guy and is the toughest to keep up with.  Although not as “sophisticated” as Robert, or as practical as Bob, Bobby knows exactly what he wants and is not afraid to try it.  Bobby can be a fun client to have.  He has few hang-ups with stereotypes and is willing to try anything at least once.  Here’s the catch…Bobby NEEDS change.  He needs new products to keep him entertained and up to date.  Bobby will be a good client, but if you don’t continue to offer him new things, he will stray and find another brand as quickly as he found yours.  Marketing to Bobby means getting him on a basic skin care system (the most up-to-date products that you have) and offering him new products and treatments on a regular basis.  Don’t be afraid to expand your products offerings outside of what one would consider the “men’s” products.  Bobby will appreciate not only your BC Spa Facial products, but also products that keep him looking and feeling his best, such as BC Spa Detox, the BC Spa Solutions products, Instant Facelift, Luxuries of the Sea, etc.  All of these will appeal to Bobby’s sense of adventure and desire to try new products and treatments.  Bobby appreciates service, and quite frankly, if you are not there for him, he will try something else.  Frequent contact is crucial.  Yes, Bobby is a high maintenance client, but he is a client that may often buy more products on a more regular basis. The point of all of this is that ALL men need and want your products and services to a certain level.  Service is an important aspect to marketing your products to men.  Men are perhaps more difficult to target, but can be your most loyal clients.  Remember, every man has a woman, a mother, as sister, a wife or a girlfriend. This offers you multiple points of contact.  Don’t be afraid to step out of your comfort zone and realize that your best clients and your best consultants just might be a member of the “other sex”. I hope you all have a great week and I look forward to seeing you all back here on Friday! Remember, if you have product questions, comments or concerns, please email us at product@beauticontrol.com.  

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