The men’s grooming salons became now more like a consultation, maintenance and hang-out space for up-scale gents or a nonchalant hipsters or for others somewhere in between.
The trend of hair care business growth and barbershops boom is evident – 3% growth has been noted in the US region and Europe is not too far behind. The 8% growth in new products and brands in 2015 dedicated to barbers shows the latest development in the masculine care industry.
Men’s grooming reinvents itself with huge help and inspiration from popular culture. Revival of certain vintage cuts or facial treatments seen in popular period dramas like Peaky Blinders, Mad Man or Downtown Abbey inspires male clients to follow the trend.
Let’s not forget about the new generation of trendsetters like Mark Bustos that drives and shapes this industry among the young generation. The army of hairdressers, stylist, pop stars and celebrities are influencing on global scale their followers on social media like Instagram or Snapchat.
Last but not least, nowadays more than ever before, our attention to personal brand, the importance and pressure of looking good and to present certain style in real life and on social media is vital.
The social and market context explains the diversity of hair salons and barbershops brands. They serve masculine clientele with unique look that requires a unique treatment.
The men’s grooming salons became now more like a consultation, maintenance and hang-out space for up-scale gents or a nonchalant hipsters or for others somewhere in between.
The revival of good old barber place, in opposite to the unisex general haircut salon, made the scene for the male clientele who cares about their skin wellbeing and general good trim. Not mentioning the come back of the beard.
Beard seems to be a significant attribute of a hipster, social phenomenon spreading globally. Regardless of hipster or proto-hipster definition and authenticity, one is certain – they grow a beard and look after it. Mentioned above 8% growth in barbers products is a significant indication of a masculine attention to a decent look.
Strong market players consolidate, innovate their products and adopt it to new trends giving salons plenty to offer. Hair grooming and beard grooming products became business power for many salons whose profit largely comes from regular product sales. The revival of old school ‘grandpa’ style products is offered by old (Murray’s Pomade) and new brands (American Crew). Pomades, waxes, creams stands on one shelve next to newly invented dry shampoos of the likes of Living Proof or modelling hair dust.
The new market of beard grooming products ranges from beard balms, oils, soaps, shampoos and sophisticated accessories.
In retail terms, product exposure is vital and requires meticulous positioning and is usually incorporated in its interior design.
The social and market context explains the diversity of hair salons and barbershops brands. They serve masculine clientele with unique look that requires a unique treatment.
Barber Shops Interior design
From luxurious, through high street to local brands, the market is shared by new and well established players. The hair or beard grooming services belongs now more to a lifestyle category rather than to a retail and service.
Dolce and Gabbana barber shop design
Following this new trend, some luxury well established giants also put their stamp on the barbarian venture. Dolce and Gabanna for example with opening their men’s boutique in Old Bond Street in London introduced there their first fully-fledged barber shop.
The concept behind this men’s boutique is to give bespoke service starting from tailoring and finishing with men’s grooming. Its not accidental that the salon has traditional Sicilian look with armchairs originally from Catania. It is part of the store design showcasing the iconic styles of Italian cities. So barbershop certainly completes the Italian experience with its Italian barbers too.
Barbarian Academy and Barber Shop
A totally different case is the Barbarian Academy and Barber Shop, in Warsaw, Poland designed by InMagine Project Studio.
The fact that it is owned by heavy metal band leader Nergal is certainly part of the trendsetting game. The salon offers bespoke approach and treatment to their facial haired clientele. What is more, they are training barbers in their barbers academy hence setting this place in a very professional, forefront context. The interior adopted grunge/industrial/heavy metal design. This place is definitely hitting the target among alternative, demanding, trendy and yet the new ‘old school’ clients.
The plethora of new men’s grooming salons and individual approach given to many of them proves that this industry is interpreted in a new way and continues its growth