LET’S HEAR IT FOR THE BOYS In a female dominated industry, could male therapists be the answer to engaging male clients?
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s the world shifts further toward gender inclusivity, it’s hard not to feel like our industry has some catching up to do. Female-focused marketing dominates the airwaves, but two Australian businesses are proving male therapists may be the key to bringing more male clients into the fold. MARCUS and CHRISTINA NATOLI are the founders of Skin Aesthetic Studio in Perth. Their unique approach to gender-inclusive social media content is setting a new standard for marketing to men and they have plenty of useful tips to follow their lead.
As a male therapist, what inspired you to get into the aesthetics industry?
Words by Jessica Frost
MN: Inspiration came down to a number
of things. My wife, Christina, had helped me over the years with looking after my skin, because I had my struggles at the time as most teenagers would. Her and I would also often joke about us working together within the industry. I was always interested in science as a subject through school and throughout Christina’s studies I would often take an interest in her learning materials as I discovered the science behind the skin and how it functions. I also wanted to be that male in the industry that any man could come to seeking advice or treatments to help them with their skin’s concerns or needs. 38 | SPA+CLINIC
The SAS treating male clientele
What was your experience like starting out? MN: Starting out in the industry I felt came
with an expectation and pressure because I am a male in a female dominated industry and I’d be working with Christina representing our business just as much as she was. I attended AACDS whilst working full time, so studying and getting my practical assessments done after hours on weeknights and on weekends was a difficult task. But, I did feel welcomed and encouraged into the industry as there were no male Dermal Therapists in Perth at the time.
Can you tell me a little about your business and your decision to market to both men and women? CN: It’s developed organically over time. Our
clinic has a boutique personalised feel so all of our clients feel comfortable and welcomed.
When we discussed a future with Marcus within the business we felt there was a gap within our community for men to seek more skincare and treatment advice by a male. This industry is heavily female dominated and most marketing is targeted to females leaving men with limited resources. Trying to encourage men to invest in their skin can be challenging but having a male to guide them became appealing to us.
What are you doing differently in order to attract more male clients to your studio? CN: We understand there are male skin
clinics and female skin clinics but we wanted to have a private space for both men and women and keep it feeling fresh, modern and unique to both genders. From our friendly approach, to the privacy of our clinic, the professional