It’s raining men

men! It’s raining

onsider that it was back in 2014 that South African beauty salon chain, Sorbet, opened its first ever Sorbet Man store (in Sandton City) and that there are now a whopping 24 stores in the country.

This incredible increase in the number of Sorbet Man franchises reflects the expanding demand for male grooming services. Says Glen Summers, who heads up the Sorbet Man division: “We opened three stores last year alone, with the most recent being in Canal Walk, Cape Town. I believe that South African men have most definitely evolved over recent years and have developed more of an understanding of what it means to look good.

“For some gents, it is a necessity to have your grooming done by a professional and that is where Sorbet Man comes in. We are a ‘destination’ of sorts, where guys feel comfortable and at ease with their barber or therapist. I see it every day in store where gents take time out to look after themselves. It is sometimes not only about the grooming but about the feeling you get before and after your treatment.”

A multiple Professional Beauty Award Winner, Hines and Harley Men’s Grooming Lounge in Parktown North, Johannesburg, opened in December 2015. C As has been the trend for the past few years, the number of South African men opting for professional grooming services is on the increase, with more male clients than ever before, as well as more male salons targeted at this demographic, writes JOANNA STERKOWICZ. and Harleys opening in the near future.”

Sonette Donker of Skin iD (Skin Intellectual Data) in Sandton, notes that about 40% of her clientele is male. “They are normally the boyfriends or husbands of my female clients,” she explains. “My younger male clients are more into deep cleansing and light peels, whereas those in their mid-twenties and older like the anti-ageing light peels and micro-needling.”

Tzvia Hermann, founder and owner of The Laser Beautique franchise, notes that they have always offered men’s treatments. “When we first opened in 2009, our first client was, in fact, a man and we lasered his back. It’s now become more acceptable – and even expected – for a man to groom. This is

why we are seeing an increase

in men investing in themselves. The majority of our male clients range from the

teens all the way up to the 50-somethings.

“It’s true though that most of our clients are women and they are

starting to encourage

their husbands, brothers and sons to groom.

Men are even starting to have what The

Laser Beautique calls a ‘man-icure’ and the men’s pedicure.” Says co-founder Jared Hines: “Other branches of Hines & Harley are most definitely in the works. I am hoping that things progress as they are doing now and that there will be some be new Hines

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Conducive environment Hermann emphasises that men need to feel comfortable when walking into a salon offering men’s treatments. She continues: “Our industry is mostly run by women for women. We can’t expect a man to walk into a pretty, all pink-and-purple environment and feel like a man. This is why more and more salons such as Sorbet Man are opening. Being gender neutral is important if you are catering for men.

“Woman need to encourage, and allow, men to feel ok about looking after their skin and body. If women are expected to groom and make themselves more appealing to men’s eyes, why shouldn’t men? It’s up to woman to motivate why men should groom.”

Popular treatments South African men continue to favour the beard trend. Says Hines: “The beard phase was just about starting when we opened Hines and Harley and it has continued to be a favourite for the guys.”

Summers confirms the popularity of beards. He continues: “They are definitely still a thing. Some gents find a beard hard to maintain, but facial hair is still very much on trend.” Both Hines and Harley and Sorbet Man have found that waxing hair removal has grown in demand.

“Waxing has also become very trendy and guys these days are not afraid of hair removal,” comments Summers. “More and more men are coming in for waxing, whether it’s removing the hair on your back or tidying up your eyebrows. Waxing is no longer frowned upon.”

“Many men suffer from unwanted, unsightly hair, from monobrows to hairy fingers, toes, nose and backs,” notes Hermann.

Hines adds: “We have also seen a big increase in male waxing – the most popular areas being the back and the Hollywood zone.

“While barbering services account for 70% of our business, spa treatments are steadily on the increase, which is good to see. However, we find that men complain a lot about time, so the full body massage is difficult for a lot of them. Having said that, back, neck, shoulder and head massages have increased slightly.”

Skincare concerns South African men have definitely developed more of an interest in looking after their skin.

States Hermann: “Our men’s facials and men’s products are proving pretty popular with our male clientele. Acne and ‘backne’ (i.e. pimples on the back) are a big concern for The Laser Beautique’s male clients, along with congested skin and blackheads.”

Most of Hines and Harley’s clients are interested in skincare in one form or another. Hines continues: “Some of our clients are more interested than others, but men are definitely becoming >

more interested in skincare and skin protection. In fact, we’ve noted an increased demand for facial treatments over the past year. We offer an express facial treatment, which has become very popular and this leads our clients to eventually have a proper, full facial. It is gaining popularity every month.

“Our clients’ biggest skincare concerns are acne – mainly from ingrown hairs – and also dry and dehydrated skin. Ageing skin doesn’t seem to be a major concern for men.”

Summers notes that skincare treatments are on the rise and becoming more and more common among guys. “More men are investing in skincare than ever before. It is incredible to see young guys taking an interest in skincare and their own skin’s health. Finding the right product for your skin goes a long way and it is very interesting to see and hear that guys are passionate about sun care and issues that are going to affect their skin in the long run. It is never too late to start looking after your skin!

“Facials can be very addictive if one understands the benefits they can provide for your skin. It’s all about educating the guest on what is good for their needs.” Donker’s male clients’ main skin concerns are breakouts, congestion, ageing, scarring (acne when younger), and pigmentation.

Reviewing treatment menus The Hines and Harley team reviews its treatment menu on an annual basis. “We are always looking at what is popular and what is not, and whether our pricing is correct. I keep a close eye on any additional treatments coming into the market, or pay attention to something that our clients request and we change the menu accordingly.”

online @ probeauty.co.za Sorbet Man also reviews its menu every year. “In fact, we have added extra items in these reviews, such as the Steam Shave, which really helps with dehydrated skins and also provides a luxurious shave experience,” comments Summers.

Demographics Donker has observed that there are definitely more males in their 20s and over having professional treatments. “The age of my male clients varies from the teens up to the 50s.”

Hines reveals that his salon’s main age group is between 25 and 50. “But we have some little gents as young as three that come to us.”

According to Summers, Sorbet Man speaks to males of all age groups – from young varsity gents right up to the older generation of men who feel the need to keep grooming. “Our ‘Dad and Dudes’ combo has always proved to be a great hit. This is the perfect way for fathers to spend time with their son/s as it teaches them the importance of grooming at a young age. Also, a plus side is that they get to have haircuts by professional barbers. I remember when I was a boy and going to the barbershop on a Saturday, it was a great way for my dad and I to spend time together,” he concludes. PB