The UK headquarters of Estée Lauder opens one-stop shop for men’s grooming needs
The Grooming Station has launched at One Fitzroy in Fitzrovia London
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.