Should I tap into the male market?

If you're not catering to men, consider the possibilities. If you already offer some services for men, you should plan to build on your success. If nothing else, you need to at least check out the possibilities associated with the male market.

Numbers are climbing on all fronts when it comes to the growing male market for spa and salon services. Conservatively speaking, men are spending more than $10 billion annually on their appearance. Some industry experts state that the men's skin care market alone is growing twice as fast as women's. Spas with services designed for men claim that these clients make up 20 to 35 percent of their clientele. Overall, this group is a prime target for new or expanded business opportunities.

Determine to what degree this new male program will be a benefit to your bottom line. Never sacrifice your existing clientele's happiness. Remember the rule not to try to be everything to everyone.

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