HS Growing Trend: Beards
By Paul Kaniewski
Until recently, men with beards have had few choices when it comes to services
and products that cater to their needs. Clean-shaven men can go to a local
barber shop to have their facial hair taken off with a hot towel treatment
and a straight razor shave. There they can relax, be pampered, and perhaps
purchase a shaving cream or shave kit for touchups at home. For men with
beards, the grooming option is often reduced to a trim at the kitchen sink
with a pair of manicure scissors.
For barbers, the current beard trends and the lack of services
and products provides a real opportunity to reach out to men and generate
more business. At Truman’s Gentlemen’s Groomers in New York City, which
provides men with classic services such as shaves and shoe shines, there are
a number of options for men with facial hair. Truman’s has offered beard
shaping, moustache trims, and neck shaves to men since they first opened
their doors four years ago. Recently they’ve seen an increase in both men
with facial hair and beard shaping.
“We’re seeing more men with beards. Right now, there’s a lot of
interest in beard shaping and old school styles, like goatees and Van Dykes
[a goatee-moustache combination]” said Garrett Pike, a barber at Truman’s.
“There are more men with beards, but there are also men who have always
had beards who are taking more pride in them and in their appearance
overall. If they didn’t come to us, they might be taking care of their beard at
home.”
One misconception many people have is that men with beards
just let them grow—no maintenance required. But that is far from the
truth. Most men with beards are taking care of them on a regular basis,
whether it’s with daily neck shaves or a pass with clippers every few
days. The pride many men have for their beards can be seen by the
proliferation of beard Web sites and online beard trimming tutorials.
YouTube, for example, has over 500 clips dedicated to beard trims,
and hundreds of other videos showing how to care for goatees and
moustaches.
A barber shop can easily integrate facial hair services and
products into their existing menu. For example, in place of a full shave,
a neck shave, beard wash, and beard shaping session can provide the
“hot towel” experience to men who do not wish to part with their
beards. “We have a lot of men that come in for a combination, where
they’re getting a beard trim and also a shave” said Pike. “A good shave
to the neck and cheeks can help define the beard.”
It can also be a great add-on service to a man’s haircut. Truman’s
offers a beard trim, with clipper services and beard shaping, for $30. For
other ideas, just look to the world of hair care. Beard hair tends to be
coarse, so one option is to provide a conditioner to help soften hair and
provide shine. Many men with beards are familiar with color treatments,
so beard coloring options may be just the thing for a man who wants to get
out the gray. A good facial massage and beard wash can combat stress.
Barber shops can increase the potential for retail sales by using
products designed specifically for the beard. These can be used for treatments and sold to customers to take home, increasing the potential for retail
sales. This is a fairly new opportunity for barber shops. Fortunately, the interest in beard grooming has helped spur new product innovation, and there are
now many product choices for shops looking to offer beard services. BOM
Paul Kaniewski is the co-founder of Bluebeards Original Beard
Products, a company dedicated to providing high-quality
products to men with facial hair. For information about Bluebeards Original products, visit bluebeardsoriginal.com.
28 | barbersonlymagazine.com | Dec./Jan. 2011
One misconception many people have is that
men with beards just let them grow—
no maintenance required.
B