The Grooming Guys Blog

Here’s the strategy and story of how our company name was developed. 

Two late 20-something guys sit in an apartment sketching out their ideas for a grooming-related destination.  Business has no official name, only a concept, and is being referred to during informal development sessions as “ORANGEFLIP.COM” (don’t ask).  As development progresses and charts and plans are laid out for a company that includes brick and mortar stores, an education and e-commerce web site and custom-formulated grooming products, a virtual cornucopia of less-than-stellar name/branding options are bandied about.  We’re talking “DC Grooming,” “Capital Grooming Centers,” “Gilman & Sarshar Men’s Grooming,” “Sarshar & Gilman Men’s Grooming,” you name it… we had it.  Not sure how, but the name “Grooming Lounge” is finally mentioned and is an instant slam dunk.  Game over.

So, all that background leads us to today, nearly 10 years later, and we’re certain that a better name just ain’t available.  Problem is, and maybe it’s not a problem, our “Grooming Lounge” name appears to be so solid, it’s slowly becoming the “default” name for any men’s grooming concept or store.  We’re talking anyone who gets into the upscale barbershop and men’s spa business using “Grooming Lounge” as a descriptor for their biz.  Just like “Q-Tips” are the go-to name for any cotton swab… nowadays it appears “Grooming Lounge” is what folks are calling our type of business.

Skeptical?  Just google our name and you’ll see literally dozens of joints called “Joe’s Men’s Grooming Lounge” or “Buzzy’s: A Men’s Grooming Lounge” or ” or “The Celebrity Grooming Lounge,” or other. It appears as if our name, randomly developed in an apartment in McLean, VA, is now the Q-Tips of Men’s Grooming.

Anyway, we’re not certain if this is a good or a bad thing?  We know we certainly don’t want brand confusion in the marketplace and want to be THE Grooming Lounge.  Wait a minute. We are THE Grooming Lounge.  We hope you accept no substitutes and for those who have “gently borrowed” our name, no offense, but you might  needs some Q-Tips to clean out those ears.  We’ve been askingto change up your names, but maybe you’re not hearing? C’mon… come up with your own awesome name.

Thanks for listening.

Did a quick interview today with Politico.com in regard to a piece they’re compiling on Mitt Romney’s image as the former Massachusetts Gov. conducts a press tour for his new book, “No Apologies.” Us Grooming Guys aren’t taking a political stand on this or any issue, but since we’re headquartered in DC and are in the follicle business, we do feel a civic duty to comment on his interesting and semi-iconic coif. Here’s what we told Politico our stance was:

“While the title of his book is ‘No Apologies’,'we do feel Mr. Romney owes his    supporters and publishers a bit of an apology on the hair front. Sure it’s part of his persona and image at this point, but Grooming Lounge feels a little tweaking could easily improve the most egregious case of Helmet Head in American Political History.  To improve his look and tone down the helmet, our team has suggested he:

- GET THIN: Thin out his hair both on top and the sides to remove some of the bulbous and almost cartoon-like weight. He can still maintain the same general style… just needs to be taken down a notch. We’d be happy to do it in our DC shop.

- GET BURNED: Make certain to maintain some side burns, as we’ve seen many photos where he does not have any side burn below the top of the ear. Having such burns (we’re not talking mutton chops) will help to frame his face, which is needed.

- STOP BEING SO STIFF: Maybe most importantly, Mr. Romney should part ways with the heavy gels and hair spray he’s currently using. A lighter hold and shine product (such as our Grooming Lounge Some Hair Goop) will make his hair look less severe and reduce its “plasticness.”

- START TO BLEND: This one isn’t a must, but Mr. Romney’s greying temples are pushing him dangerously close to Pauly Walnuts territory.  Some professional blending of that grey might be in order.

All of these items together will, in our educated opinion, improve his look and connection with potential supporters in younger and more liberal demos.“

Somebody did ask us… we just answered… as is our professional duty. Thanks for listening.

Whether it’s dark bags, circles or fine lines, every refined gent is jonesing for solutions to the most common peeper predicaments. We get lots of eye queries and sell a bunch of eye products… so thought it’d be helpful to offer the info needed to “socket” to common ocular challenges. This overview is a bit more in-depth than some past posts, but hey, what else have we got to do?

WHY IS SKIN AROUND THE EYES TRICKY BUSINESS?
This skin is thin and delicate and does not have sebaceous glands, the glands responsible for oil production (you knew that though). Without said oil production, skin can get extremely dry and worn out without proper care. All these factors make the eye area quite susceptible to the signs of damage, aging and wrinkling.

CAUSES AND TREATMENTS FOR COMMON PEEPER PREDICAMENTS

DARK CIRCLES
Dark lines/circles can be the result of being a professional football player… or more likely one of the following: lack of sleep, dehydration, smoking, heavy drinking or aging. While you can’t control the aging or hereditary factors, men can stave off these dark circles via: getting 8+ hours of sleep per night, drinking 7-8 glasses of water per day and avoiding smoking or smoke-infused areas. As for products to combat these circles/bags, look for products containing Vitamin K or Lexin.

PUFFINESS
Puffy eyes are usually the result of being punched in the face… but more likely come from: lack of sleep, allergic reactions or fluid retention/dehydration. Easy solutions to avoid such baggage include getting proper sleep (8+ hours), drinking lots of water or applying ice cubes wrapped in a towel to the area for 10-15 minutes daily. Products that do the trick for bags usually contain Chamomile, Cucumber Extract or Green Tea.

AGING
As stated, since the eye area is thin and delicate, it shows wear and tear well before other areas of the face. As a man ages, he produces less Collagen and Elastin, the stuff that keeps skin firm, tight and supple-looking. Wrinkles, etc. sprout from there. So, what to do to combat this? The sleep and water stuff mentioned above can help, but it’s also helpful to regularly use products packed with Retinol/Vitamin A, Vitamin C and Antioxidants. If these don’t work and a guy’s got supreme security in his masculinity, Botox or Collagen injections are always an option.

HOW TO APPLY EYE PRODUCTS
The recommended technique, while effective, certainly isn’t going to win you any macho points. That said, because the skin in these areas is different from other areas, some TLC is required. Proper application of eye area products entails applying small amounts of the solution under and above the eye area using the ring finger, applying the gel/goo in a light, tapping motion. In addition to taking it easy on sensitive zones, this application method also ensures you don’t mistakenly put the stuff in your eye.

The following is an internal memo sent recently from the Grooming Guys to our great team here at the Grooming Lounge. We thought it OK for public dissemination and are hoping it provides a little insight into how we try and do business.

TO:   Grooming Lounge Staff
FR:   Mike & Pirooz
————————————————————————-
Hope everyone is recovering from the snow and re-focused on getting back to business.  With that in mind, I experienced something on Monday at a retail business that bothered me – not a huge deal – but something we might be doing (not sure) and should be avoided. We always have to look at these little details.

It’s what I like to call the “I HAVE” syndrome.  It takes its form in a restaurant when a patron might ask for the daily specials and the servers responds with “I have a sea bass, a prime rib and a xxx.”  “I also have some great desserts.” In our business, it might take the form of saying “I have an appointment available at xxxx” or “I have a great shave cream for you”

My challenge with saying “I” is that it devalues the product and the company behind it, making it appear as if someone is a lone wolf out there, not supported by the greater entity.  Is it only this server that has such a special?  Did he/she make it herself? Is it the person on the phone who says “I have an appointment” who will be providing the service?  Of course, the answer to all of these is NO.

What other businesses should do, and we must do, is leverage our brand, company, people, etc.,  by using the “WE.”  I’d feel much better getting a product, appointment, service or lunch special from a united team of people — rather than from a Lone Ranger – the I.

-       We have…..

-       The Grooming Lounge has….

Get the picture?  No need to respond, I’m assuming we all did.  Thanks for listening.

The finals of the best-groomed POTUS comes down to Kennedy and Van Buren?  It’s a tight race, so we need you to make the final call. Really not sure what way this is going to go. Stay tuned.

Even if you don’t live in the Nation’s Capitol region, we’re quite certain you’re aware of the weather situation here. There’s been snow, enough to fully engulf a Prius, and said snow has lead to closings for schools, government and retailers. Adding insult to injury for retailers is that this is Valentine’s Week, usually a major coup for those offering  gifts (we just so happen to do a pretty brisk business with gifts and gift cards). Most of that for us, and for retailer friends of ours, has been kaput this week.

So, ever the solution-source, we’ve decided to not let Mother Nature get the best of us or our valued consumers this Valentine’s Day. Basically, we’ve decided to extend Valentine’s Day a week for the entire country.  According to us, and feel free to jump on the bandwagon, the new Valentine’s Day is Next Sunday, February 21st. Go stock up on your flowers, gift cards, ties, rings, etc. till then. Get an early jump. We  won’t give you any grief.

You might say who is the Grooming Lounge to alter such a date?  Who the hell else is in charge? Hallmark? There’s no governing body for Cupid’s Day — so Grooming Lounge decided to step up to the plate. Give us some points for taking initiative. At a minimum, it will allow you a few days to get a proper gift.

If anyone has any questions as to how this will affect President’s Day, Mother’s Day or Father’s Day, please let us know as we’ll be taking charge of those as well.

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.