MAN—the business of men’s grooming—is for barbers, hair stylists, skincare specialists, barber supply store owners and other beauty industry professionals that provide men’s grooming services or retail men’s grooming products.
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10 I M A N I S P R I N G 2 0 1 7 to the point Brand on the Run At a time when odd combination businesses seem to be all the rage— consider Newport Beach, California's Corner of Paradise Bikes & Ice Cream; Atlantic Beach, Florida's A-1 Shoe Repair and Notary; and my personal favorite, Laytonville, California's Chief Smokehouse and Laundromat ("Come for the ribs, stay to wash out the BBQ sauce stains")—it really hasn't been a stretch to imagine the bare-bones barbershops of yesterday fusing with modern-day salons and spas. But now that it's happening, you have to know where your business fi ts into the mix. And that means clear branding and effective marketing of that brand. It's a fun time to be working in this industry. Societal progress regarding male and female stereotypes, as well as fi erce competition, have opened up a world of choices to professionals and consumers. It has also led to as many varieties of male- friendly hair- and/or skincare businesses as there are coffee options at Starbucks. So if you want to attract the "decaf latte cappuccino with soy and no whip" crowd, take a look at your shop's staff, atmosphere, EDITOR'S NOTE décor, service protocols, products, logo, policies and even attitude. These will all point to whether yours is a "men's hair salon," "grooming spa," "classic barbershop," "gentlemen's lounge," etc. Marketing experts all agree that once you've hit upon your brand, you have to run with it—online. This is true even if you're a neighborhood shop with plenty of regulars or a well-known chain with walk-in hours. Everything you have to offer must be reinforced with that web and social media presence. Digital marketing fi rm Brandignity (brandignity. com) offers the following commonsense online brand marketing strategies for salons, spas and barbershops: • Invest in a great-looking, easy-to-use website that features your logo and communicates the vibe of your shop (be it vintage, sophisticated, modern or just plain bad-ass). • Offer online appointment scheduling through your website or, even better, a mobile app. • Advertise a rewards program. Brandignity recommends using an automated platform such as Belly (bellycard.com), which is iPad-based. • Establish and maintain social media accounts; Instagram is especially important because it allows you to show off your work. Finally, marketing pros urge business owners to think about a hook based on your shop's brand. In this issue, we talk about how to use eco-friendliness as part of your marketing message (see "Green Grooming," page 24). Vintage shops have a wealth of historical resources to draw from. Salons that emphasize membership can foster a club-like atmosphere with social events, built-in areas to gather or a pool table. You're limited only by your imagination and a few rules. Hey, you even might consider adding a laundromat. Five Reasons to Use Natural Products Your skin is your body's largest organ, so it's important to treat it right, and that includes using natural products for your face and body. Why? Here are fi ve key reasons: 1 To reduce irritation and dehydration. Many skincare products contain harsh chemicals that can lead to dryness, redness, dullness and even premature aging. Lucky Tiger formulates its premium paraben-free, gentlemen's skin and body products with the purest essential oils and natural botanicals. And they've been doing it for more than 80 years. 2 Natural products are time-tested. There is an abundance of tried-and-true plant sources capable of cleansing, clearing, tightening and brightening skin. For instance, Lucky Tiger's aloe- and jojoba-rich Premium Men's Face Wash and its hibiscus, honey and green tea- fortifi ed Premium Exfoliating Face Scrub draw from the properties of these natural ingredients. 3 You don't need a dictionary to understand what's in them. There's nothing healing about a product whose ingredient label you can't even pronounce. Instead, you can nourish your skin with Lucky Tiger Head to Tail Shampoo and Body Wash, made with pure peppermint, olive and coconut oils, and antioxidant- rich rosemary extract. Even the Head to Tail Deodorant & Body Spray contains essential oils from botanicals like vetiver, rosewood and spearmint. 4 Unnatural products can cause breakouts! The chemical agents used in largely synthetic skincare lines might attract dirt and free radicals to skin, resulting in blemishes and early signs of aging. Lucky Head to Tail Acne & Blemish Soap delivers soothing aloe vera and healing sulfur to help gently clear up acne and prevent future breakouts. 5 Going natural can be easy on the wallet! With high quality natural ingredients, less product is needed. And, not all good-for-you products have to break the bank. Lucky Tiger skin- and bodycare products deliver premium quality without a premium price, plus free shipping on orders over $75. Natural grooming products are in fashion for a reason—or fi ve! For more information, visit www.getluckytiger.com or call 1-800-222-8160 . ADVERTORIAL LINDA KOSSOFF EDITOR-IN-CHIEF Never before has the men's grooming business been this competitive—or this open to unusual branding.