WHAT GENTS WANT
A large percentage of salons have a good gents clientele, and we have such a booming barber industry in SA focused entirely on that market. It’s a huge, growing market and gents can tend to be more loyal to their barbers and stylists, so how can you take advantage of that market niche?
According to the latest market forecasts in GrandView Research Trend Report 2020-2027 and Allied Market Research, men’s haircare and skincare regimes are increasing as a market share for the main beauty and hair industries globally. Further forecasts suggest a substantial increase in global industry revenue 2022 through to 2030. Men’s hair and skincare products are used by men of all ages around the world, residentially as well as commercially, with the booming trend in styling and grooming leading to ever increasing adoption of product ranges among your gent clientele. As social media usage and attention rises, the hair care and styling product market is going to increase even more as men become more and more educated and aware of the innovations in modern hair and skin care. The media and entertainment sectors are prime examples of not only brand ambassadors and influencers but of the entertainment and sports icons promoting a well-groomed, healthy, appearance and persona. Who could forget David Beckham at Prince Harry’s wedding to Meghan Markle?
Innovations and scientific advances in skin and hair care formulations have produced a greater awareness not only in healthy, hypoallergenic alternatives but in eco-and planet-friendly product lines. Many of the brands have shifted towards introducing ranges that their clients are seeking for those healthy alternatives.
How can you make the most of these trends in your salon or barbershop? How can you help your gents create the image they want?
In this edition of Hairnews’ Special Gents Mailer, we talk about hair and barbering styling services and equipment, must-have hair and body products, salon retail products, exclusive men’s ranges, and the latest trends in in-salon services and retail aftercare needs, to help you supply such a huge loyal market!
TOPICS
What Gents Want! Jane Alves of SEB MAN, Modern Hair & Beauty
SEB MAN – Modern Hair & Beauty
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Post Pandemic Style Trends - Vikings vs Military Crewcuts: Lazlo Venter from Sweeney's Barbershop and Reuzel Scumbassador
Reuzel – Modern Hair & Beauty
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The Beauty of Men: Georg Marnewick of z.one-concept (milk_shake & DEPOT - The Male Grooming Co)
DEPOT ®
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That Oft-ignored Element of a Gent’s Life - His Beard: Shaun Wiegand of SHIFT Holdings
Educated Beards – New from SHIFT Holdings
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The Critical Value of Education in the Barbering Industry: Craig Hopkins - Education Leader of Kao Salon Division
Popular Trends in Gents Services: Kevin Tabilo - National Sales Manager Kao South Africa Salon Division
Men Reshade – Goldwell
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Wahl Training Dates for 2022
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What Gents Want! Jane Alves of SEB MAN, Modern Hair & Beauty
The dynamics and needs of the men’s grooming market has changed a lot over the last decade and we have also seen changes since the pandemic in terms of what men are looking for in their services and grooming regimes.
The 21st century men have become more aware and self-conscious of their appearance and with this mindset shift, they are more willing to become more experimental with their styles and grooming routines.
These days more than ever, men are visiting barbers and salons more frequently and investing in their grooming, skin and hair care treatments and colour services especially with the influence of social media, global connectivity and celebrities.
With these changes, brands and salons are now catering more towards this market and offering greater selections and treatments specifically targeted to their male clientele so they can look and feel like the best version of themselves.
Grooming products have become a lot more advanced as we know men these days are interested in looking after their skin, hair and beards. And now with the emergence of more ranges specifically targeted for men and their needs, men have choice and quality to choose from to create the style they want.
Texturisers, pomades, matte & shine products alongside advanced barbering tools are particularly on the rise allowing men to experiment with their style and create on trends looks with ease.
A major trend that we have seen emerge in the last few years is the beard!! The craze kicked off properly about a decade ago and has grown considerably strong since then. It was predicted that the facial hair trend would fade quickly but it's still very on-trend and I don't think it's going away anytime soon. The beard has become almost like a status symbol and now that we have learnt to accentuate men's facial features through beard shaping, it's really become a fashion forward trend.
The male market has also become more open and confident about hair loss and thinning hair and looking for high quality products to assist with thinning hair and create styles to help their hair look and feel fuller.
Another major emerging trend is men are now embracing their grey i.e.: The Silver Fox. Men are not fighting it anymore and wanting to cover it up as much as they did in the past but rather enhance it and looking for services and products in their salons to help the hair look clean, healthy and pristine.
SEB MAN from Sebastian Professional have made their mark globally to offer our male clients the quality and compact, versatile range to create any style. SEB MAN desired to create a range of hair care, styling and grooming products, for men who refuse to be categorized. Enabling men to express all versions of themselves, in the most hassle-free way.
The range contains high performance high-quality ingredients such as bergamot, pink pepper and guarana extract to give a stimulating and fresh vibrant smell, it’s your power shot on the go for all your needs.
That’s what gents want!!!
SEB Man - Modern Hair & Beauty
SEB MANHairstylist: @warrenschultzhairdesign Photographer: @SJvanzyl
MUA: @clanelleburger MUA Assistant: chameleonqueen_sa @fanjammanagement
SEB MAN answers the call from effortlessly cool men on-the-go who refuse to be defined by narrow and limiting definitions of themselves; and encourages men to not only go beyond mere stereotypes, but to also embrace the exciting, new wave of masculinity. Offering a line of hassle-free care, styling, and grooming products made for the man of today. SEB MAN products inspire men to discover who they are and, more importantly, who they could still become. Enabling men to express all versions of themselves, in the most hassle-free way.
For more information, please contact Modern Hair & Beauty on 0860 104 109 or visit www.modernhairbeauty.com to apply for a customer account.
Instagram: @mhb_sa
Facebook: @ModernHairBeauty
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Post Pandemic Style Trends - Vikings vs Military Crewcuts: Lazlo Venter Reuzel Scumbassador
Post pandemic looks are currently very Viking like and many just look like cavemen coming out of hibernation. Many have found themselves liking long hair and massive beards, others had home haircuts that didn't go as planned. Nevertheless people are after something new. Those who went too short are liking cuts like the French crop or a military crew cut. Others fancy themselves the new "Ragnar Lothbrok" or "Baba Voss". Either way we're looking at multiple styles and looks going forward.
We can't just settle on one era of styles for the coming months. So we can expect long hair messy man-buns with semi manicured beards (for those who can grow them) and those super alpha male type military cuts with a light stubble. Occasionally we will see those with super classics like the long trim pompadour, executive contours and other classics like those you see on "Peaky Blinders".
Looking back over the last few years, it looks as if we've had someone press the "pause" button on styling for the last 3 years but that didn't stop creative juices from flowing.
REUZEL plays a massive part in my creations at Sweeney's Barbershop for all these looks. From their Surf Tonic and Grooming Tonic for the long locks, to the Concrete clay for the textured French crop, they really have a great variety of products for every look. Personally I always take the bait when a client requests a classic from the 1910's to 20's...
Reuzel - Modern Hair & Beauty
Reuzel Barber: @sweeneythebarber Photographer: @SJvanzyl
MUA: @clanelleburger MUA Assistant: chameleonqueen_sa @fanjammanagement
Reuzel was founded by Leen Bergmann & Bertus Jan Rietveld who are the founders of Schorem, an old school barbershop in the heart of Rotterdam, the Netherlands. With more than 50 years of barbering experience between them, these barbers formulated products worthy of their exacting standards. They dug deep into the history of pomades to formulate what is said to be the world’s finest.
The product range includes a variety of pomades, beard products, gels and creams, shampoos and a conditioner, tonics, skin care and branded merchandise.
For more information, please contact Modern Hair & Beauty on 0860 104 109 or visit www.modernhairbeauty.com to apply for a customer account.
Facebook:@ReuzelSA
Instagram: @reuzel_sa
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How to Up Your Hair Game: Larry Le Roux of HairCair Distribution
Every salon that takes their male clientele seriously should not only provide a comfy chair in the corner as an afterthought but boast a complete mens range that ticks all the grooming boxes. Bluebeards Revenge is the in-salon and retail range that will satisfy your gents’ hair and skincare needs.
HairCair’s Bluebeard’s Revenge - The Masters of Shaving show great Hair Skills too!
Like any great feat of architectural triumph, a great hairstyle needs strong foundations.
It’s critical to build just the right look for your gent clients, laying the foundations the right way before going wild with pastes, pomades and clays. Kick things off by washing hair properly with our barber-grade Shampoo. It’ll help to remove styling product and general buildup. Once that’s sorted, lock in moisture and protect the hair cuticles with our Conditioner. This is a great retail aftercare add-on for your revenue stream!
Try a new style and lock it down
Up your style and the products you promote in your salon! Rather than opting for the usual pastes and pomades, we recommend our Sea Salt Spray. Formulated with real sea salt crystals and our award-winning British barbershop scent, just spritz it into damp hair and blow-dry it into shape or add a little spritz to dry hair and watch it create wave and texture. It’s easy enough for your gents to use at home and keep their natural-looking styles defined and lasting all day and night.
Bluebeards Revenge not only boasts great hair products but also hair styling brushes and combs, developed specifically around current gents’ hairstyles and their own styling methods and needs. Inspired by Mad Max or Vikings – we recognise the lifestyle and trends, in step with current trends like longer hair and shorter beards, how to cut long curly hair shorter with an undercut.
Did we mention we do skincare too? If we can manage the toughest bluebeard stubble we can certainly look after your clients’ grooming needs.
Everyone has their own code of ethics. A line they will not cross, and things they will not do. As a brand, we’re no different.
All products in The Bluebeards Revenge range are:
• Vegan
• Vegetarian
• Cruelty Free
• SLS Free
• Paraben Free
• 100% Recycled Plastic
• UK Made
Our on-going mission is to ensure that we continue to reinforce the same high standards we’re known for, while managing the impact we have on the environment around us as we go about our business. For us, this is an ever-evolving journey that always aims to balance the social and environmental responsibilities that we treasure.
For more information on ordering this fantastic product for your salon retail, contact:
Email: info@haircair.co.za | Call: 021 448 8847
Web: www.haircair.co.za
Instagram: @BluebeardsRevengeSA
Facebook: @BluebeardsRevengeSouthAfrica
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • The Beauty of Men: Georg Marnewick of z.one-concept (milk_shake & DEPOT - The Male Grooming Co)
We can help your salon and barbershop salons enhance and boost your in-salon barbering craftsmanship and your take-home retail sales by providing your clients with the most evolved skin care regime dedicated to the special needs of the male skin, increase your profit margins and expand your retail product offering, all from the same supplier.
The DEPOT® Ethos: The Beauty of Men
Provide your clients with the most evolved skin care regime dedicated to the special needs of the male skin.
To meet the demands of a changing men’s market, a full range must be molded to fit their needs. Specific, high quality products with a strong identity were created for demanding professionals in the male market.
Hair Treatments
Mens’ hair is subject to the same environmental aggressions that women’s hair is. DEPOT® hair treatments care for the hair fibre, adding softness, hydration and protection, and controlling the most rebellious of hair types.
Hair Stylings
Men want protection, hold, with control, definition, direction and bright or matte effects as the keywords – the elegant visual effect of the masculine look.
Shave Specifics
Following a specific ritual, slow and dedicate, or with the simple, efficient skilled technique of long practise, shaving is a life-long male ritual – an exclusive, intimate moment that accompanies every male from puberty. The art of shaving is a very personal world and for this reason and to satisfy every need of that world, we have created a product for each preference, from before to after shaving to small details, to give the realm of “shaving” a unique and dedicated allure.
Beard and Moustache Specifics
Throughout history, the BEARD has been a symbol of distinction, communication, elegance, intellectual-artistic features and elegance. No longer synonymous with “wild man”, the beard has over the centuries reappeared as a distinctive complement of a strong and relevant personality.
Today, it can be worn short or long but never random, unkempt and careless. A “shabby” style must always be “shabby chic” – the beard must be taken care of regularly and the barber returns as one of man’s best friends.
Body Solutions
Even the most uncompromising of men gives in to the need to cleanse, hydrate of take care of their skin every day. The product must not only leave the skin soft, refreshed and supple, but must also smell good, enhancing the persona of a well-groomed man full of character.
DEPOT® celebrates the tradition of men’s grooming with an advanced and comprehensive concept. The sophisticated yet simple targeted products that make up the range are modern must-haves based on traditional formulas: true classics updated for today's man. Depot takes care of the gents’ cleansing and styling hair care, providing a full range of products to cater to the masculinity and beauty of men.
DEPOT® is a contemporary and advanced but simple approach to men’s grooming. In a changing men's market where many men are returning to old-fashioned barbers to get a special shave, others are turning to hair stylists for a cutting-edge look or haircut, or they’re finding the comprehensive attention they need at the new barber salons that mix the past and present: from this idea comes DEPOT®.
Tradition evolves.
Tools for real male beauty
Contact Details:
Email: marku@z-one.co.za or georg@z-one.co.za Web: www.z-oneconcept.com/en
DEPOT
Facebook: @DEPOTSouthernAfrica
Instagram: @DEPOT_MaleTools
milk_shake
Facebook: @MilkshakeSouthAfrica
Twitter: @MilkshakeSA
Instagram: @MilkshakeSouthAfrica
z.one concept
Facebook: @z.oneConceptProfessional
Twitter: @z_one_concept
Instagram: @zoneconceptofficial
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That Oft-ignored Element of a Gent’s Life – His Beard: Shaun Wiegand of SHIFT Holdings
As more and more gents are growing, or wanting to grow out their beards, we thought we would share some beard grooming information to help better understand the importance of beard grooming and maintenance.
What do salons need? Educated Beards for their gent clientele.
If anyone understands the challenges faced when trying to grow out a beard, it's EDUCATED BEARDS.
The brand was launched in Canada in 2017 by the two founders, Kevin Leboeuf, a military veteran, and his partner, Alicia Phillips, a holistic nutritionist. Kevin, who after being released from the military, decided to grow his beard for the first time in his life, and quickly discovered the typical issues faced when growing a beard… The itch, dryness, and beardruff are just some of the everyday struggles that guys face, and he immediately saw a gap in the market.
He leaned on the expertise of Alicia to help create a line of beard grooming products… and so EDUCATED BEARDS was born, offering organic, natural, safe, effective and premium products. With the emphasis on customer relations and support for their retailers, Educated Beards has quickly become an internally renowned brand and a leader in the conscious products industry, using 100% natural, organic ingredients which delivers. Each Ingredient is expertly selected and contains properties that directly benefit the facial skin and hair, and are fully registered with the high standards of Health Canada.
What your Gent Clients need to know about Beard Care
Starting Out
Keep it clean – Facial hair tends to be coarser and vastly different from the hair on your head. Shampoos and body washes are formulated for specific purposes and aren’t designed to care for the combined needs of coarse beard hair and sensitive skin. Our Educated Beards beard wash is designed to keep your beard clean from impurities, whilst also maintaining healthy skin, which ultimately promotes healthy beard growth.
Beard Oil
The skin on the face only produces limited amounts of natural oil. Once the hair grows out, (even very short), the hair will begin to rob the skin of its natural oils. A high-quality beard oil will replenish those lost oils, leaving the skin underneath nourished and healthy. Our beard oil eliminates the dryness, itch and flakiness that can occur when growing and maintaining a beard. Our beard oil lasts all day and is very lightweight.
Beard Balm
Beard Balm works in a similar way to the oil, to nourish the beard and skin. What is unique is that our Beard Balm gives your beard the perfect amount of weight to assist or “train” your beard to grow downward, and give it shape and a light hold.
Beard Butter
Our newest addition and ever-growing in popularity is our Beard Butter. Our Beard Butter is a highly moisturizing beard conditioner made especially for the man who suffers from dry, coarse facial hair or any man who wants to have softer facial hair. Exquisitely created with soothing shea butter, argan oil and safflower oil, our beard butter will penetrate deeply into your beard hair while making it nice and soft to the touch. We recommend using the beard butter at night almost like a beard hair mask to keep your beard soft, nourished and healthy.
To find out more about this exciting EDUCATED BEARDS range:
Contact SHIFT HOLDINGS Pty Ltd.
Email:shaun@hairlaquin.co.za | Tel: 079 459 6161
Facebook:@ShiftHoldings
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The Critical Value of Education in the Barbering Industry: Craig Hopkins – Education Leader of Kao Salon Division
We are noticing the growth within the barbering sector of the industry; however, there is still a significant number of individuals who have never been through any sort of formal training.
Formal training is an important part of any career in the hair and beauty industry, as it gives you a thorough understanding of the hair and the science behind the hair structure. This is important for making the correct recommendations to your male clients when it comes to products and colour.
There are great salon groups that have expanded with the current trend and opened up barbering shops, or allocated an area of their store to accommodate barbers. These individuals will be invested in skillset training, as well as product knowledge and insight.
Unfortunately, not all barber shops are aligned in such a way. There are many of whom still use products purchased from local pharmacy or supermarket, which is not ideal for the unknowing consumer.
At Kao, we ensure that any barbering store, or salon with a barber, is exposed and educated to our range of products (Goldwell and KMS), especially our Goldwell Mens Reshade. This is a 5 minute grey blending service easily carried out at the washbay area and will allow your male clients the comfort of having their grey blended with no warmth whatsoever.
Products such as these are favorable due to the condition of the hair after the service as well as the durability of the colour. The most masculine way to blend grey and satisfy your gents with the look they want.
Popular Trends in Gents Services: Kevin Tabilo - National Sales Manager Kao South Africa Salon Division
In my personal opinion, I believe that the male grooming industry is just going to continue to blow up with men looking for more “male friendly” places not only to do their beards and hair but also somewhere they can do beauty treatments and mani’s and pedi’s as well. I still see a big 90’s movement happening with longer on the top styles with mid to high fades. The perm is also here to stay and will have more and more of the younger generation of guys doing perms on top to give that messy curly look with faded sides.
A lot more gents are open to colour and we have seen our Reshades and demi permanent colours being requested more and more in salon. We are also excited to announce that we are the official colour house of the Men’s Barber Group: Medellin.
As far as beards are concerned, shorter, more tapered beards are still the way to go if you are rocking the facial hair. Some guys are opting for stubble or even clean shaven and you are seeing a lot more gentlemen sporting the “baby face” look.
From a brand perspective we have definitely seen an increase in Men’s styling aids from KMS and Goldwell selling a lot more, and our Anti Hairloss range (Dualsenses) is still as popular as ever for maintaining healthy scalp environment.
Men are also looking at other internal things like collagen, hair and skin vitamins, etc., and diets to ensure that the hair has the optimal chance for growth. In summary it’s a very exciting time to be in the male grooming market and we urge hairdressers and barbers alike to really tap into all aspects of what is out there for your male clients.
MEN Reshade - Goldwell
For more information on Goldwell’s stunning, inspirational products and trends, contact:
Tel: 011 312 5070 | Facebook:@GoldwellZA
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Wahl Training Dates for 2022
We’re offering a wide range of professional barbering and stylist training programmes to help you up your game, whatever your skill level. You’ll be in great hands with our accredited educators.
Wahl was established by Leo Wahl in 1919 and is still going strong today, with good reason: Wahl continues to maintain a culture of excellence, to produce the finest hair clippers, trimmers, and styling tools on the market. Wahl has established relationships with the leaders of the hair industry, with an international presence that allows us to stay updated and on-trend with all the latest trends and techniques.
This is why barbers and stylists the country over confidently say “I only use Wahl”, and why Wahl is still “The brand used by professionals” after more than 100 years.
Wahl will be conducting training regularly in 2022, so if you miss a date, don’t worry:
July's Courses…
• Basic Barbering (6 Sessions over 6 Weeks + Feedback Session) – 25 July / 8, 15, 22 August
• Look and Learn – Barbering the Wahl Way – 31st July
Later Dates…
August
• Hands On – Barbering the Wahl Way – Clippers – 1st August
• Hands On – Barbering the Wahl Way – Shears – 2nd August
• Advanced Clipper Cutting – 3rd August
• Hot Towel Shaving – 4th August
• Look and Learn – Barbering the Wahl Way – 28th August
• Hands On – Barbering the Wahl Way – Clippers – 29th August
• Hands On – Barbering the Wahl Way – Shears – 30th August
• Advanced Clipper Cutting – 31st August
September
• Hot Towel Shaving – 1st September
• Basic Barbering (6 Sessions over 6 Weeks + Feedback Session) – 5, 12, 19 September / 3, 10, 17 October
• Look and Learn – Barbering the Wahl Way – 25th September
• Hands On – Barbering the Wahl Way – Clippers – 26th September
• Hands On – Barbering the Wahl Way – Shears – 27th September
• Advanced Clipper Cutting – 28th September
• Hot Towel Shaving – 29th September
October
• Look and Learn – Barbering the Wahl Way – 30th October
• Hands On – Barbering the Wahl Way – Clippers – 31st October
November
• Hands On – Barbering the Wahl Way – Shears – 1st November
• Advanced Clipper Cutting – 2nd November
• Hot Towel Shaving – 3rd November
