Over the past couple of years, there’s been a noticeable increase of men making the switch to Laser. The male grooming market globally will reach nearly 30 Billion by 2024. As I continued to research, I found out these numbers only included products, not services. In my humble opinion, it’s not only a huge oversight to not include these figures but to not even talk about this segment at all. If we’ve been paying attention, it’s not the product itself which is being sold, it’s the associated ideals and cool factor of the brand. More importantly, it’s the customer experience. How innovative can the packaging, marketing and purchase of a Men’s face wash at Shoppers Drug Mart really get? How does it make sense to see the enormous number of products on the market and still create salons that are so heavily marketed to only women?
The success of Smooth Operator isn’t just in the results of hairless skin, it’s largely the experience that comes with it. Ensuring people felt safe and comfortable was number 1. Surrounding the look and feel of Smooth Operator around music was essential to this and handy that the Dark Side of the Moon album cover happens to be the light spectrum and my company logo. My business cards look like a vinyl cover and don’t even say anything about hair removal. Marketing a service to only women when all genders have body hair made no sense to me. I wanted to give everyone a common ground. Lying on your tummy getting your butt lasered is a humbling experience that shouldn’t be reserved for only women. Men don’t want hairy butts either. When a client comes in, I try to play music that not only appeals to their taste but to help them feel calm in an uncomfortable situation. Sometimes the BPM of the song matches the rhythm of the laser pulse and I can’t tell you what kind of joy that brings me. (I clearly really love what I do lol)
Another component to the safety and comfort of clients which has also been extra appealing to men was to not have a storefront. I went against every piece of advice given to me by very smart people but privacy was essential for the type of environment I wanted to create. Trusting myself on that piece has paid off in a big way since I’m now the go to Laser person for people who are in the public eye. The truth is, NOBODY wants to sit in a waiting room with a big window along busy parts of Queen street waiting to get a wax, famous or not. Yes I’m calling you out Fuzz and Waxon.
In fact, doing the opposite of the type of marketing that is normally done in the beauty industry is the thing that seems to be working for me. No Pink. No flowers. No google ad words. No groupons and I’m probably going to delete the business Facebook page this week. It’s very clear that when it comes to hair removal, people want a legit referral, ease of making an appointment (99% of my bookings are via text), honesty, reliable information and to get it done as quickly as possible. Charging their phone during the appointment is about the extent of bells and whistles they truly care about. This goes for all genders.
While dark haired women are quite savvy on the subject of hair removal, most men are still using ancient methods for their body like waxing and depilatory creams if manscaping isn’t cutting it. There is so much men don’t know about the options available to them simply because they don’t talk about hair removal amongst themselves at the rate that women do.
Most of my male clients are my female clients husbands/partners/brothers. Nearly every single one of them wishes they had started laser earlier. Yet none of them have referred their fellow buddies. Point proven.
The luxury of having a clean shaven neck in between trips to the barber is a simple and inexpensive reality these days. Neck and chest hair can be broken up into 2 sections with just a few zaps. The in-growns on itchy, sensitive rash like skin which gets shaved over daily can be painful as well as unsightly. Just a few sessions of lasering the area can make a world of difference. Ask anyone who has had it done and they will tell you the change of texture in the hair is noticeable very early on. The hair becomes finer and softer with every session.
2019 is the year I want men to get up to speed on their grooming methods so spread the word and tell a friend! Hair removal doesn’t need to be a taboo subject because we ALL have some body hair we don’t want. So if you think Laser could make a loved one’s life better, send them this link. Remember Smooth Operator isn’t your typical ‘beauty salon’.
To my long time clients and the newbies who are reading this blog for the first time, please get in touch. I have packages for 2019 in case you needed more incentive to share the life changing gift of laser with your Friends and Fam.
PS> Since so many people ask, these are the top areas men choose to have lasered:
#1 area men choose to laser is their neck.
#2 Back/Shoulders tie for second place
#4 Upper Thigh/Buttocks
#5 Thin out hair on forearms