Marketing Lash and Brow Services to Men

Is marketing to men the next wave for lash and brow services? Sania’s Brow Bar in New York City has added a dedicated area for men-only brow grooming. Football legend Tiki Barber’s full-but-tidy brows have drawn legions of Manhattan men to the salon of Barber’s brow guru, Ramy Gafni.

A look at eyebrowz.com reveals an extensive men’s section offering products to “Fix Your Unibrow,” “Strengthen Sparse Brows” and “Tame Wiry Brows.” According to company co-founder and creative director Nancy Parker, the e-commerce site has been marketing to men since 2002 in response to multiple requests for male-friendly products. “While the male market represents a small subset of our business, it has been easy to use our existing website to promote to this group,” says Parker. “We’ve found that a lot of men who purchase from us are reluctant to go to salons for brow treatment for two main reasons: First, they don’t want to be seen receiving a brow treatment; second, a lot of salons don’t advertise having a separate treatment for men.”

What about lashes? In April, BuzzFeed posted a “Guys Get Eyelash Extensions” video featuring two male BuzzFeed staffers getting their lashes extended at GBY Beauty in Los Angeles. The video logged more than 3.8 million views.

Hoping to move the needle for her own business, Karlene Winchester, owner of Eye Candy Lash & Wax Studio in Portland, Oregon, recently offered extensions to local men so she could post the before-and-after photos on her website. Her first taker was an older gentleman with an eye-rubbing habit that had left him almost lashless. “When I put extensions on him, they opened up his eyes so much! He didn’t look so tired, and [the lashes] looked absolutely natural,” says Winchester, a NovaLash ambassador and 2014 winner of NovaLash Artist of the Year. “The second guy was 6 feet tall, a big guy, and younger,” Winchester continues. “I told him we could take the lashes right off if he didn’t like how they looked. And he was like, ‘No! Can I leave these on? These are cool!’”