What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
Increase in male grooming treatments
For centuries, most men have perceived manicures, pedicures, body waxing and threading, facials and hair colour purely as women territory.
With the opening of Sorbet Man Sandton City in Sept 2014, the group has seen an increase in male customers taking up more than just the regular hot towel shave. From September to December, the amount of male groomers opting for back, chest and stomach waxes increased by 89%. For 2014, the group combined saw over 4000 b-c-s waxes through our doors and a 13% take-up of Manzilians (Brazilians for men), which speaks volumes about the new grooming trends for men.
While the manicure is still finding its place among men, the pedi seems to be fitting in quite nicely with a 54% increase between September and December 2014 - and 8000 male mani-pedi treatments for the group.
Male Grooming Trends 2009 - 2014
(In treatments units)
Male Waxing Treatments 2013 - 2014
(In treatment units)
