The Grooming Guys Blog

Yes this is a blog written by a couple guys who own a men’s grooming company. But, beyond being Grooming Guys, we also consider ourselves Marketing Guys. And… when we see something that rubs us as “sub-par marketing strategy,” we like to learn from it and even sometimes share it. This is the sharing part.

In our unique business niche over the past year, there’s a growing practice of companies marketing themselves by boasting “what they are not.” This least-common-denominator marketing usually takes the form of some collateral materials or copy saying:

 - “This Isn’t Your Dad’s Barbershop”

 - “We’re Not A Pretentious Lounge, Club Or Other”

 - “There’s No Frilly Women’s Stuff Here.”

 - “You Won’t See Any Crests On Our Walls.”

 - “Haircuts Won’t Cost You $50″

 - “Not The Standard Products & Services”

Such tactics just don’t seem to make sense to us — and not just because they are often attacking Grooming Lounge.  The reason such outreach seems silly is that…

NO ONE PATRONIZES A BUSINESS FOR “WHAT THAT BUSINESS IS NOT.” 

CONSUMERS PATRONIZE A BUSINESS FOR “WHAT THAT BUSINESS IS AND WHAT VALUE THAT BUSINESS PROVIDES THEM.”

Not totally making sense yet?  Here are a few examples from our industry and beyond that should prove the point:

 - Would you rather visit a restaurant where “the meatloaf isn’t as dry as the place across the street” or the joint where “the meatloaf is the best in town.”?

 - Would you rather get a haircut from a place that’s “not your dad’s barbershop” or a spot that’s “the perfect hair solution for upscale men.”?

 - Would you rather buy a battery that “doesn’t run out as fast as their competitor” or one “that lasts and last and lasts.”

 - Would you be more inclined to see a movie touted as “not the standard Hollywood action hero flick” or the one that “keeps you on the edge of your seat with rollicking action and humor.”?

If businesses promote what they are actually good at, the results are usually positive for all involved. Spreading the word about what they don’t do or what they’re not…. naahhhhh…. NOT so much.

Hands say a ton about a guy.  While not the first thing others might notice,  they’re usually the initial part people come into physical contact with. And whether shaking, high five-ing or caressing (you dog you), it’s our duty to ensure those mitts communicate the right things about a man’s grooming standards.

So sit back, grab some popcorn and watch one of the Grooming Guys videos (in conjunction with our friends at monkeysee.com) on how to perform an at-home manicure. Riveting stuff.  We smell a Golden Globe coming…

Being in this business for nearly a decade and based on the fact that we’re both grooming retentive - the Grooming Guys often get posed this query…. “WHAT ARE YOUR FAVORITE PRODUCTS?”

Our boilerplate answer is to say… “Everything we carry is great as we test and approve every product before it’s sold through a company outlet.” There’s no shame in this answer, as it’s true and just one of the ways we maintain a level of excellence amongst the solutions and brands we support. 

That said, there are a few items we’re particularly fond of at this moment, and in the interest of not being too, too biased, we’re not going to include any Grooming Lounge products in this list. Don’t get us wrong, we love our stuff, but nepotism aside, here’s what we’re fond of at the moment:

 - JACK BLACK FACE BUFF: It’s kind of a hybrid between a face wash and a scrub. Gentle enough to use daily, but rough enough to un-earth ingrown hairs and get any face ready for shaving.

 - DERMALOGICA HAND & NAIL TREATMENT: One of the only hand creams around that eliminates ashy, flaky hands without a trace of grease.  Great stuff, especially in winter.

 - SUPERSMILE ELECTRIC TOOTHBRUSH: Life is so much better when your toothbrush does all the work.  This one has several settings and vibrates like a mother.

 - MOLTON BROWN COOL BUCHU BODY WASH: What’s better that soaking your body in the scent of Cool Buchu? Nary a clue what Cool Buchu is, but like the way it smells and cleans.

 - MALIN+GOETZ SYNTHESIZED MUSK: Soft, yet bold musk is powerful, but not nearly overpowering. Big fans.

Are you shedding more hair than a Cocker Spaniel in July?
Does your shower drain feature more follicles than a ZZ Top beard?

If you answered yes to these questions, you’re in good company. More than 80% of the U.S. male population has concerns about hair loss. And while there may not be a guaranteed method for restoring that dome to its glory days, there are ways to hold onto the loyal strands that have stuck around. Since you’ve asked again and again… here’s the bald truth:

WHAT CAUSES BALDNESS?
The most common form of hair loss is androgenic alopecia (male pattern baldness) – and while its cause has been extensively researched scientists have yet to reveal conclusive results. Good job scientists.

That said, several factors are thought to be suspects for fading follicles:

• Heredity: New evidence suggests the hair loss gene can be inherited from either side of the family – so mom’s kinda’ off the hook.
• DHT: Dihydrotestosterone (DHT) is a derivative of testosterone that increases as men age. DHT blocks blood flow to the scalp and damages hair follicles, affecting their growth.
• Diet: Fatty foods affect hormones, which can lead to increased DHT production. Caffeine dehydrates the scalp, leading to oil production, which in turn clogs hair follicles and prevents normal growth.
• Illness/Medication: In rare cases, illness or strong medications can temporarily resulting in sudden hair loss.

HANGING ON TO THE HAIR YOU HAVE:
Although that Dr. J-esque 70’s fro’ might be out of the question, men are not powerless in the battle against baldness. Try these options to help hang onto the loyal strands that have stuck around.

• Scalp Cleansers/DHT Blockers: With few side effects, these popular and easy-to-use products block the development of DHT – while cleansing the scalp and creating an ideal environment for growth. DHT blockers typically come in a 3-step, shampoo, conditioner and leave-in treatment system, but can also be beneficial in single steps. Follow the directions for use listed on each selected product.
• Prescription Medications: Propecia and Minoxidil are the only two FDA-approved treatments that have proven effective at curbing and sometimes reversing hair loss. However, they just don’t work for everyone and as with using any pharmaceutical, doctor recommendation regarding side effects and drug interactions is essential.
• Hair Transplants: Technological advances are making hair transplants an increasingly popular option for those who don’t respond to other treatments. A good doctor means the difference between an embarrassment of riches and just plain embarrassment, so be diligent in research if going this route.
• Good Haircuts: While it may not bring it back, a good haircut can certainly help improve the look of the “follicly challenged.” Talk with your barber/stylist to find a look that emphasizes the hair your have and jibes with your head shape.

OWNING THAT BALDNESS

Our take is that bald is always better than balding. So, if you’re in come-over mode or a laughable state – just shear that dome clean off. Nothing shows more confidence than creating a clean slate and rumor has it that chicks dig bald dudes (that’s what we’ve heard).

Should you decide to take it all off, don’t forget to protect your newly nuded crown from irritants and harmful rays via gentle shampoos, wipes specifically formulated to remove build up and SPF-infused lotions.

Last post we talked about what the Grooming Guys were grateful for in 2009. This installment we want to look ahead to 2010 and outline a few of the big initiatives we’ll be tackling.  It’s going to be a big year for all associated with our growing company and of course, the ultimate goal is to “make men even more handsome.”  All this funnels back to that:

GROOMINGLOUNGE.COM RELAUNCH: Sure we like our site and we certainly hope you do as well. That said, come this March, you’ll be introduced to a totally new www.groominglounge.com.  It’ll still have all the stuff you’ve grown accustom to, but we’re in the process of upgrading the look, the ease of use, the grooming advice provided, the account feature features (that’s not a typo), the site’s personalization and the customer care options (including live chat, etc.).  It’s really going to solidify our site as the “easiest,” best and most comprehensive destination for men’s grooming solutions.

NEW BRANDS: No fewer than four of the most premium brands on the planet are slated to hit our store shelves and web pages. In the final stages of solidifying final orders, but these products are cream of the crop and will be pretty exclusive to us as a men’s destination.

GROOMING LOUNGE PRODUCTS GO NATIONAL: When we first created Grooming Lounge Shave & Hair products, we did so simply so we could have great tools to use in our stores.  Our Master Barbers and Men’s Skin Experts wanted to help create and use solutions that provided the best results.  Fast forward to present day and while we certainly use and recommend our products in store and online, it’s time they were available on a broader scale.  So, to that end, Grooming Lounge products are going national this year. We’ve enlisted the help of a major industry “power player,” and are determined to get Grooming Lounge products on the shelves of some of the country’s finest salons, barber shops, department stores and apothecary’s.  The products work — it’s selfish to keep them all to ourselves.

UPGRADED IN-STORE EXPERIENCES: While top-shelf, we’re still not satisfied with the level of “experience” guests get while visiting our stores. So, we’re going to improve upon it to make said expeirence even better.  It’s a key focus of ours and includes: enhanced grooming expert training, upgrades to store furnishings, improved ambience via in-store scents and music, guest affinity programs, etc.

EDUCATION: Whether online via articles or in-store via materials or recommendation, 2010 will be a “year of eduation” for the Grooming Lounge. We know that most guys don’t know “squat” about groooming — and to that end — we are committed to providing easy and in-depth instructions for how men can take care of themselves.

There’s more than that on the docket, but it’s almost new year’s and gotta’ run.  Thanks for all the support.

Sitting down yesterday, the Grooming Guys reflected on our business journey to this point.  Hard to believe it’s been nearly 10 years since we conceptualized Grooming Lounge at a greasy-spoon diner in Burtonsville, MD.  A decade or so later, we’ve reached a good portion of the goals we laid out back then, including opening luxury-level stores, creating the country’s #1 men’s grooming web site and developing our own, custom-formulated product brand — all under the umbrella goal of “helping men look and feel their best.”  We know there’s still a way to go.

All this aside, wanted to take a moment and showcase some of the things we’re grateful for in 2009.  And… there’s quote a lot.

- SUSTAINED BUSINESS: It’s tough for businesses out there in these times, but thanks to our great team and loyal guests, our company actually grew in 2009 despite a few hiccups (see below). Amazing.

- OUR LOYAL GUESTS: We know that without the people who come into our stores and those who buy stuff online, we’re nothing.  We really appreciate those who have allowed us to serve you.  We’ve had many store guests who have been coming for seven years and online customers who placed orders in 2002 and still do so today . We take nothing for granted.

- SOCIAL MEDIA: It’s been a great tool by which we’ve been able to connect with our guests and also connect and learn from others, in various businesses, about how to run a quality venture. Twitter, Blogging, Facebook, etc.  Good stuff.

- GROOMING LOUNGE ATLANTA: We closed a store in Atlanta earlier this year, and while not ideal by any means, it really showed us what the drivers for our future business should be and what to focus on. Atlanta, during these economic times, just wasn’t ready to support such a business.  We thank the good people who helped us during our time down there, but also fate, which narrowed our focus for the better (albeit in an expensive way).

- HOME SHOPPING NETWORK: They wanted us to showcase our wares on their channel and we did so, to tepid success.  But, gaining a spot on the network forced us to create “Try Me/Travel” versions of our shave line, which have since turned out to be great items for us both in-store and online.  Probably wouldn’t have created them without such a nudge — and that would have made it hard for many to “sample” our line.

- GREAT BRAND PARTNERS: We partnered with a couple new product brands this year, including Eyre Biobotanics, John Varvatos, HeadBlade and others.  Not to single one out, but having the pleasure of representing Eyre has been great. Doesn’t happen too often that you team up with a product line that not only works great, but also has a great message, look and team behind it.

- FUTURE THINKING: Some of our growth this year spurred us on to plan even more intensely what we want to do in the future.  Growth begets growth.  And to that end, our next entry will outline the Five Big Things we’ve got slated for 2010.

In about a week he’ll be doing his thing, sleighing the globe dropping presents in chimneys, making rash decisions about naughty-ness, devouring cookies, etc.  Leading up to this date, he’s sweat-shopping it up with the elves - creating toys, ties and such for all of you.  That Santa… he’s quite the giver.

But who takes care of the jolly fat man himself, gives him presents, advice and comfort?  Aside from the Mrs…. probably no one.  Until now.  You see, us Grooming Guys want to give back to Santa via some timely and insightful grooming products and tips.  These items have been expertly packed in our warehouse and are being sent UPS Next Day Air to the pole up north. Contact us directly St. Nick for a tracking #:

- Bluebeards Beard Wash & Saver: No offense jolly fat man, but that beard could use some maintenance. Using these items will keep it clean, cookie-crumb free and soft.

- MD Skincare Redness Soothing Serum: Sure those red cheeks and that pink-ish face are your signature, but that can’t be healthy. This product will relax that pigmented puss, take a bit of the red out and soothe.

- Panasonic Nose & Ear Hair Trimmer: We haven’t seen it first-hand, but experience tells us that with that much facial hair happening, there’s bound to be some excessive nose and ear hair. That’s naughty in our book.

- Balla Powder: That heavy, hot suit and sitting for hours and hours is a sure-fire recipe for “bat wings.”  Not with the help of a little of this powder down the ole’ trousers.

- Ritual Nature Calls: Eating all those random cookies, made with who knows what is bound to have an effect on the old “boiler.”  Make sure Mrs. Claus doesn’t feel the brunt of that belly trauma by putting a few of these in the can pre-business.

Excess chest hair is a national epidemic.  Every year, millions are forced to stare at overflowing pelts while simply trying to enjoy a beach vacation or gym work out.  And we’re not even talking about the men yet (insert rim shot!).  Anyway, most guys have nary a clue how to handle overflowing pectoral protrusions and that’s where the Grooming Guys come in.  Here’s a video Pirooz just completed in conjunction with Men’s Health Magazine that can get guys fixed follicly for the holidays. For your own hair removal needs, we’ve got you covered (or uncovered) here. This video is also solid because Pirooz says the word “nipple” a lot, which for an unknown reason, always makes us laugh.

You know how your hair looks right after you leave the barbershop? Probably perfectly styled, with nary a strand out of place. Problem is, 94% of men haven’t a clue how to create that same style at home the next day. And… that’s where the Grooming Guys come in.  We just partnered up with Men’s Health Magazine to create this video that shows what type of hair product you need to get the look you want. You’ll also get a peek at our barbershops. Pass the popcorn and enjoy learning about every hair styling product imaginable.

We get a lot of questions about the history and usage of Double-Edged/Safety Razors. So… we wrote this little ditty…

Double-edged or “safety razors” have been around since the early 1900s, but during the last couple decades, their usage has been mostly limited to a small contingent of shaving purists. That said, long-time dual-edged devotees have gained some brethren of late, as more and more mainstream men have taken a liking to the retro razor’s regalness and results.

So whether you’re a long-time user, a recent convert or just a curious cat, here’s some skinny on the tool, its history and tips for how to use.

The Basics Of Safety Razors

WHAT IS A DOUBLE EDGE RAZOR?

Double-edge razors, often known and referred to as safety razors, utilize a single razor blade with two sharp sides – one on each end of the razor handle. The skin is protected from the all but the edge of the razor with a guard, hence the name “safety razor” (clever… huh?). These tools, while once the mass standard, have been largely replaced as of late by the “easier-to-use” multi-bladed razor blades.

WHY USE A DOUBLE EDGE RAZOR?

There are many reasons men elect to shave in this old-school style:

· Affordability: Replacement blades are more affordable than current multi-blade cartridges and the thinking is that their two sides extend each unit’s lifespan.

· Better Access: In many cases, the blades slimmer design enables improved access and removal of hair in tough-to-reach areas like under the nose and neck crevices.

· Closeness: Many feel these blades provide a closer and smoother shave than multi-blade counterparts

Of course, there are some drawbacks to such a razor. Chief amongst these concerns is the increased likelihood for cutting oneself, as well as the additional time it takes many non-experts to shave – as there’s a learning curve to getting such a shave nick- and irritation-free.

TIPS FOR USAGE

The beginning and ending of a double edge shave should be conducted just as described in our Guide To “Getting The Greatest Shave Ever” article. However, change arrives when double edge hits skin – and here are some techniques and guidelines to make certain it’s an enjoyable experience.

· No Pressure: These razors are not designed to be bullied into the beard or skin. In fact, doing such will undoubtedly lead to bleeding or irritation. Instead, double edges should gently glide across the face, and even with light pressure, will adeptly remove stubborn stubble.

· Change The Angle: Double edge razors should move across the beard area at an angle of approximately 30 degrees. Shaving should commence slowly and carefully with short, light strokes in the direction of hair growth. Since hair grows in different directions on every man, make sure to take note of your specific hair direction prior to shaving. That said, obviously no slicing or side to side motion.

· Stretch The Skin: More so than with multi-blade cartridges, double edge razors do their best work on skin that is held taught. So, when taking passes on the cheeks or neck, use that free hand to stretch these areas.

· Rinse Often: Another benefit of this ilk of razor is that having two sides enables the user to flip the blade over before rinsing. That said, running the blade under water between major passes is recommended.