Aesthetic Medicine
Aesthetic Medicine


6 MIN READ TIME

Crack the code

What percentage of your patients are men and have you seen a recent increase of male patients?

I now have 12-15% patients that are male and I’ve seen a gradual rise over the last year. I believe the stress of covid-19 and people being forced onto platforms like Zoom has caused the rise. Also, covid, in some cases, gave people the opportunity and time to look after themselves more and practice better self care.

Are your male patients interested in skincare or do you need to explain the importance of skin health?

They very rarely bring up skincare spontaneously. There still seems to be a lack of understanding about what skincare is actually doing for them. I think there is still a stigma attached to men taking good care of their skin, too. In addition, when I mention to my female clients who have a male significant other, that they too can use their skincare, they often seem surprised. My female patients are sometimes shocked that I use some of the same products as they do.

Do you find that men under 30 are more comfortable with skincare than the 40+ demographic?

They are more comfortable but they still don’t generally understand the difference between medical-grade and over-the-counter skincare, unless we explain it to them. That’s why GetHarley is so good. The consultations (either in clinic or online) give you the time to explain the differences, and GetHarley delivers the medical-grade products to their home. It gives patients time to digest and decide when and what to purchase.

I do have to take the time to really explain to all men, of all ages, how good the right skincare regime can be for them. But it is worth it because once they buy, they will repurchase and will continue to look after their skin. They just have to start and see that the right skincare makes such a big difference.

How do you currently recommend skincare to your male patients?

In every in-person consultation for aesthetic treatments I talk about the importance of skincare in conjunction with aesthetics, and that good skincare will enhance the results of their aesthetic treatments. I also bring up skincare with every patient who walks through the door. I don’t stock products inclinic, I exclusively use the GetHarley platform to service my patients’ skin. This saves me the hassle and risk of stocking products. I love the convenience.

GetHarley is a great tool as I can have my hand-picked selection of products on my digital shelf that I use to create bespoke plans. Skincare sales currently account for 15% of my revenue, and it’s growing.

I also offer virtual consultations using the GetHarley platform, which means I can service international patients and get products sent to them abroad, which is a really brilliant addition to the service.

Do your patients buy the whole regime and how many repeat buy?

Male patients typically only buy one or two products at the beginning. And because I have seen that trend, I tend to only recommend two or three, in order not to overwhelm them. For instance, if their eyes bother them the most, I typically recommend an eye cream, a good moisturiser and an SPF. Then I say we can build from there.

Once they trust you and see results, they are ready to buy more. GetHarley helps me with checking in with my patients in such a tasteful manner and alerts me when a patient wants to build their plan out with more products down the line.

On average, how much do men spend on skincare?

Initially, it’s around £70-£100 and this builds to £200-£250. I only recommend medicalgrade skincare to men – nothing that can be bought over the counter – and I can easily do this using the GetHarley platform and service.

In your view, do male patients prefer online consultations when discussing skincare and if so, why do you think that is?

Yes, they do, and I think the screen is interpreted as a protective barrier between the practitioner and the patient. It can be overwhelming for men to walk into a clinic and be face-to-face with someone for the first time, not only due to the stigma associated with this, but also the perception that a provider is critically analysing their face. I do think meeting online is great for people who are just entering this world of skincare and are perhaps a bit apprehensive. Some are unsure and a bit overwhelmed, but I am there to break it all down and simplify it – and if they feel as though they are uncomfortable or wish to log off, then they are able to do so (although thankfully, this has never happened to me).

Why do you think men trust your skincare expertise?

They research me before they come into my practice. They know I am a fully-qualified US and UK plastic surgeon. I specialise almost exclusively in facial aesthetics now, and people trust me because of my credentials and training.

I am also very honest and open on my social media platforms about documenting my own skincare journey. I do a lot of Q&As on my platforms and I divulge what I use in my own regime. I want to help reduce the stigma attached to men who care about skincare and educate about the brilliant medicalgrade products that we have at our disposal.

Do you find that skincare is an entry discussion to eventually booking aesthetic treatments?

Yes, I do. I think once the trust is there and the person is looking after their appearance, enquiring about aesthetic treatments often comes next. I don’t push treatments onto people, they naturally enquire in their own time.

A skincare consultation is a great way to start with a new patient who could then become a lifelong aesthetic patient, receiving repeat treatments and continuing to purchase skincare.

What has most surprised you about male aesthetic and skincare needs and desires?

I think the fact that so many men still don’t understand the importance of good skincare; that always surprises me. Some will have aesthetic treatments but feel that there is something very female about using products. So, when I say I use the same skincare products as women, many sound surprised.

I think some men are not good with sticking to a routine, either. I give them step-by-step notes to put into their phones to help make it easier for them to follow the instructions daily.

What do you think the future holds for the male skincare and aesthetics market?

I see injectable treatments continuing to rise in popularity. I still think there is a stigma attached to men who spend time and money on certain treatments and skincare, and that needs to change.

The two main fears for male patients are looking like they have had something done and looking different. If you focus on delivering natural results that won’t be obvious enough to garner suspicion, then in my opinion, you will see your male patient list grow.

To book a free virtual demo contact practitioners@getharley.com, visit getharley.com or follow @GETHARLEY on Instagram, quoting “AestheticMedicine” when booking to skip the waitlist and get priority onboarding.

This article appears in the November/December 2021 Issue of Aesthetic Medicine

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This article appears in the November/December 2021 Issue of Aesthetic Medicine