The Grooming Station, featuring an Aveda Barbershop has opened its doors at The Estée Lauder Companies headquarters in London. The retail space is designed to provide a one-stop-shop for men and to trial male grooming needs in a relaxed and engaging format.
The pop-up features The Estée Lauder Companies men’s portfolio, including Aveda Men, Clinique for Men, Lab Series, Tom Ford and Zegna.
Consumers will also be invited to join a range of interactive experiences and after-hours events, in partnership with local artisanal businesses.
Chris Good, President at The Estée Lauder Companies UK & Ireland, said: “With the UK Male Grooming industry valued at £1billion in 2015, it’s important that The Estée Lauder Companies stays at the forefront of this boom. The new Grooming Station will offer a safe haven for men to experiment with a variety of offerings, tapping into a growing male desire to invest in their sense of self.
Nick Ferguson, Category Manager for Men’s Skin Care at The Estée Lauder Companies added: “Our research shows us that men tend not to be prepared to dedicate as much time as their female counterparts to research and product comparison. Men are more benefit-focused and are often buying into the grooming category with a problem/solution attitude, looking for instant results.”
The services on offer include: Lab, Clinique and Aveda skin consultations (complimentary); 10 Minute Beard Tim and Tidy (£10); 10 minute Buzz Cut (£10); 20 minute Express Men’s Hair Cuts (£15) and; 30 minute Men’s Signature Hair Cuts (£25). The Barbershop is available from Tuesday to Saturday.
