Harnessing Grooming Trends to Grow Your Men’s Grooming Franchise Client Base

The concept of masculinity has seen some recent changes, and it’s become far more common to consider excellent grooming and pride in their appearance to be a part of what it means to be a man. With this change, it isn’t much of a surprise that the men’s grooming industry is booming, with more than 40,000 barbershops now open in the U.S., according to some studies. Many of these shops are selling upscale shaving products, niche skin care treatments, and stylish hair care services. With this rapid growth, you may be wondering what it takes to make your men’s grooming business stand apart from the crowd. Capitalizing on these trends and using them to build a large and loyal client base doesn’t have to be complicated. Here’s what you need to know.

Choosing the Products Your Clients Want

As a men’s grooming expert, you will be key in helping your clients find the products that work best for them and give them the results they want to see. With e-commerce making it easier than ever to shop for a huge array of products, you serve as a valuable guide for men looking to improve their overall appearance and grooming experience. Carefully choose high-end, high-quality products that you find work well. Don’t limit your products to simply hair care offerings — many modern men are also looking for premium beard oil, tattoo protectants, aftershave lotions, and more. When your clients know they can drop by at their convenience to pick up their favorite grooming supplies, you’ll see them coming back again and again.

Expand Your Services

While many men are only looking for a shave and a haircut, there are many more who are looking for massages, facials, manicures, pedicures, and other services to keep them looking and feeling good. Promoting these new offerings can help you corner the market on men who are looking for a broader grooming experience — without the flowery spa.

Keep on Trend

Thanks to social media, many men are looking to keep their style evolving, rather than just coming in for their usual cut. Ensure that your grooming specialists are familiar with the latest trends in hair styling, skincare, and other grooming services. Don’t just pay attention to your local trends—look globally for inspiration. And now that you’ve mastered the latest hair designs and offer cutting-edge products? Take to social media to let your potential customers know! Many men may be looking through their social media accounts, especially Instagram, for their next hairstyle. Get your name out there and let them know you’re ready to recreate the style for them.

Become the Neighborhood Spot

Traditionally, barbershops have long been a place where men gather to meet up and discuss the latest happenings in the world, so it’s important to uphold that tradition. You can offer quick services without allowing your clients to feel rushed. Consider offering a craft beer selection, or an espresso bar, for your clients to enjoy while they linger. Create an inviting and comfortable place to sit, and perhaps put the game on a large flat-screen TV. Encourage your clients to spend some time to rest and socialize before stepping out into the world once more.

Start Your Own Club

Mail-away clubs, such as the Dollar Shave Club, are growing in popularity, but that doesn’t mean you can’t get tips from them. Offering a membership club, like our famed The Gents Place membership club, offers your clients a chance to get services that mail-away clubs simply can’t offer—services such as hot towels, massages, skincare, and more. You can even offer different tiers of membership, such as our 3-Course Club5-Course Club, and 7-Course Club. Packaging your club in a unique way can make it even more enticing to your clients.

Just because the men’s grooming industry is growing, it doesn’t mean that you can’t still find ways to stand out. With some creativity and a passion for providing the services your clients want, you can grow a large base of loyal customers who look to you for all their grooming needs.

The Gents Place is a premium men’s grooming and hair cutting franchise, focused on providing superior grooming experiences for every man. We’re seeking those who are passionate about helping men look and feel their very best. Learn more about our men’s grooming franchise opportunities today.

Let’s bring back the gentleman in all of us. Contact our team to get started.