April 2016 | beautystorebusiness.com$7.50 Volume 22 No. 4

He’s The Man!Dollar Shave Club’s Michael Dubin

Get Plugged In ...Top Infl uencers Present Eight Trends

Indie Beauty ExpoGoes BicoastalTwo-Day Events In L.A. & N.Y.C.

42 April 2016 | beautystorebusiness.com

Grab a guy’s attention with these essential products tailored to suit well-coiffed men.

by Malena Jaime

IT MAY SEEM EASY BY NOW TO TACKLE THE product-rich women’s market—but what about the other half of the population? With a few key products and a strategy that targets the grooming-conscious male customer, your business can take advantage of a thriving and trending sector of the beauty industry.

William Neely Cosmetics is one brand that has already discovered how to dip into this market by building a line around core products men love, and diversifying slowly to meet their expanding needs. However, the key to continued success, says president William Neely, is staying sharp and pushing the bounds of tradition.

“The men’s market is growing, becoming more sophisticated and more diversified,” Neely says. “In

the past, [men] enjoyed balms and lotions based more on scent, but now they are enjoying more sophisticated blends that also meet their different skin needs.”

But a truly innovative business looking to break into the male market will need to look at more than the customer’s skincare needs, Neely says. “There needs to be more awareness not only of what men need, but how they think and function.” One com-pany doing a good job at this, he says, is Sport Clips Haircuts, which has created an atmosphere targeted entirely to the male client. “Men want exclusivity as much as women, but in a different environment where they can relax and feel comfortable,” he says.

Creativity is key to establishing customer loyalty, Neely says. Another company proving this is 5th Screen Digital, which has developed a new “Scent Sampling Technology” that allows consumers to instantly sample a featured fragrance via a kiosk. “These types of tech-nologies and creativity will change the way people shop, purchase and experience products, he says.”

With a little creativity, stores can address this idea by creating areas that play to the male aesthetic and style. Beauty professionals, too, can hone in on the male client by creating unique services and treatments that are simple yet sophisticated. “Put a man in an environment he really enjoys and he will never leave,” notes Neely. ge

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52 April 2016 | beautystorebusiness.com

FonexGummy Hair Gel is an alcohol-free,

maximum-hold fixing gel for creating

extreme hairstyles and structured shapes.

SRP: $14kanar.us

Mënaji Mënaji’s innovative Urban Camo is the original

concealer for men, first designed for Hollywood and since helping men cover up everything

from unsightly blemishes to tattoos and scars. SRP: $26

menaji.com

Mënaji Mënaji’s innovative

concealer for mand since h

from uan

m

Bass BrushesThe German-made BASS SB6 is a 100% pure boar

bristle shaving brush that has a convex curved

acrylic handle. SRP: $23.95

bassbrushes.com

Wahl ProfessionalFeel confident in giving male clients that close, precise trim with Wahl Professional’s 5-Star Cordless Detailer—which goes sans cord for increased flexibility. SRP: $94wahlpro.com

Pure BadgerThere’s nothing like an

old-fashioned barber shave—except maybe for Pure Badger’s Black 4pc

Shaving Set, which offers the tools to achieve a close shave at home.

SRP: $200permabrands.com

William Neely CosmeticsCombine skin care and fragrance with William Neely’s luxurious products for men. The Body Moisturizer helps soothe dry, red or irritated skin, while the Eau de Toilette Spray combines an exotic mix of scents for a classic and elegant finish.SRPs: Eau de Toilette Spray: $74; Body Moisturizer: $24williamneelycosmetics.com

derma eMen want to combat wrinkles just as

much as women do. Help them reduce the look of fine lines with derma e’s

plumping Hydrating Day Crème.SRP: $29.50dermae.com

RODZ Grooming For MenDon’t ask questions—just reap the benefits. RODZ Grooming For Men’s Marvelous Mystery Beard Oil comes loaded with organic ingredients and botanicals for a wondrously soft and supple beard.SRP: $9rodzgrooming.com

Champkom Champkom molding gel contains no alcohol and holds all day with no flaking and reactivates.

SRP: $11.99champkrew.com

AY Pure NaturalsOKAY Men Professional Beard Miracle Oil is formulated to help maintain a healthy and well-groomed beard. It is made with natural ingredients like nourishing coconut, olive and argan oils.okaypurenaturals.com

Panasonic The ER-GP80-K

Hair Clipper features

uniquely shaped X-taper blades to firmly catch

and cut hairs that are often

missed. SRP: $249

panasonic.com

68 April 2016 | beautystorebusiness.com

Photo Essay

International Salon& Spa Expo 20161 ISSE 2016 drew numerous VIPs—including those from

Helen of Troy. Here are (from left) Terri Taricco-Cropp, Lourdes L. Valle, Roslyn C. Chapman (The Chapman Edge) and Leah Bailey.

2 JD Beauty Group president Phil Greco (center) worked his company’s large booth with Holly Eve Landfi eld and Thomas M. Scandura Jr.

3 Sari Sternschein at Qosmedix reported being very busy at the Long Beach, California, trade show.

4 Debbie Gassman (left) and Anne Marie Kollias said hello during a quick break at Wahl Professional.

5 Pink Pewter’s Mireya Villarreal (center) talked with Priscilla Walters (left) and Kristel White—both from J. White & Associates, her rep fi rm.

6 Product Club’s Deborah Goldschmid and Steven Scheff showed many new products at ISSE.

7 Olivia Garden’s Anne Maza smiled for the camera inside her company’s impressive booth.

8 Satin Smooth presented award-winning arch and celebrity makeup artist, entrepreneur and social-media maven Kelley Baker. Baker (left) is pictured here with Satin Smooth’s Susanna DiSotto. ■

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