MAN the magazine reports on the business of men's grooming for the professional barber or men's hairstylist, including popular hairstyles, products and men's grooming services.
Issue link: https://manthemag.epubxp.com/i/703974
Elvis isn't back, but he's making his presence felt in men's hair trends. This year's image-makers have caused a stir with polished, vintage looks unmistakably inspired by The King and his fellow 1950s icons. The secret ingredients: a touch of grease and a hunk, a hunk of burnin' style. 18 I M A N I P R E M I E R E 2 0 1 6 MAN on tap ATTENTION, CONVENIENCE SHOPPERS Any marketing professional will tell you: If you want to boost retail sales to male customers, make buying as convenient as possible. Recurring Handsomeness is a program from Grooming Lounge that allows shoppers to select any combination of products on groominglounge.com and have them delivered to their door. Deliveries can be set up at intervals of the customer's choosing, from weekly to quarterly. For men who aren't sure what they need, the company also partnered with Style Girlfriend (stylegirlfriend.com), a web destination where chic women play the "girlfriend role" of helping their guy determine their styling needs. You're running out of excuses, guys! GIVE IT SOME GREASE TOP PHOTO COURTESY SAM VILLA; GENEVA COWAN, HAIR; LORINA ALAILEFALEULA, MAKEUP; SHALEM MATHEW, PHOTOGRAPHY; LEFT: GETTY IMAGES; RIGHT: COURTESY MORTAL MAN When Anna Augustsson launched Mortal Man, midtown Manhattan's male-centric destination for waxing and skin care in 2006, she knew her biggest challenge would be putting clients at ease. "All these high-fi nance guys would duck in for their waxing appointments hiding under baseball caps, that's how hung-up they were—which was a drag, because I knew I'd never get word-of- mouth business since they'd never mention getting my services!" the owner says. "Thank God male clients are so loyal!" Augustsson did not create a typical "man cave." Rather, she adorned her 180-square-foot studio with strange and irreverent icons. Think David Bowie portraits framed with Mexican lace, Hillary Clinton nutcrackers and saints with animal heads. "Blank walls scare men; they give rooms an institutional feel," she explains. However, she learned, they love a good facial. "Men tend to treat their skin like fabric: something they need to dry- clean once a year," the shop owner remarks. "But they love feeling the difference once they get on a regular facial schedule." MORTAL MAN, NEW YORK CITY STAT 30 % PERCENTAGE OF MEN AGE 50 TO 59 WHO EXPERIENCE SYMPTOMS OF ANDROPAUSE, OR "TESTOSTERONE DEFICIENCY SYNDROME."