I N T E R V I E W
gears, you’ll succeed, but if you think you can catch both with one disposition, you’re wrong. You have to express your commitment to men in a way that is truly sensorial.
Kueffner is transforming modern male grooming into an experience tailored to the wants and needs of men
Must products be men-specific?
Men’s products have to work without heat, they do not blow-dry. They must be formulated for short hair and developed keeping in mind that 95% of men’s products migrate to the scalp with perspiration. Men’s scalps are thicker than women’s and can produce up to twice the oil, making them more prone to sensitivity, dryness, irritation, redness and other unpleasant scalp conditions. Aveda Men products address male-specific hair and skin care, so many clients will use them forever, finally having experienced relief from psoriasis. How interested are men in hair trends, coloring, treatments, and overall looks?
Men are as interested in their hair as women are. They aren’t always concerned about trends, but like looking smart, appropriate and modern. They never like looking like they just got a haircut or are experimenting with their look. Highlighting very short hair is difficult, and every time you cut a guy’s hair, you cut away half the color, so 80% of the color services we perform are grey blending for a less conspicuous result. Hair, beard, and sideburns are all part of grooming. If a man wears a beard, he gets it trimmed with every haircut. All 50 states allow barbers to do shaves, but very few allow cosmetologists use a razor on skin. So in some cases, he can get the works in one stop, and in others he cannot, unless he goes to a barber.
Men are habitual and soon expect consistent service every time. We’re looking at shaving and skin care, but first we’ll master the fundamentals of our current business. What retail strategies do you implement?
At MENSDEPT we believe that products are sold in the consultation. We have 4 questions that we ask every customer every time: 1. What is your service interval? 2. What hair products do you generally use? 3. Is there a length you’re most comfortable with? Their answers will tell you everything you need to know. The fourth question is very important: Is there anything else I need to know? Not only does this question mark the end of the consultation, you also learn about special occasions or travel plans that may impact the timing of future services, making it easier to take care of your guest. What role does education play?
Education is everything, whether we’re talking about technique or understanding front desk strategies. We’re learning on all fronts. On July 1, 2011, I’ll be launching a new men’s education program called The MENSDEPT. Method: The Architecture of Men’s Hair. Men’s hair doesn’t limit creativity, the parameters are just tighter.
You pamper your clients with in-office service, T-shirts, grooming packages. What’s next?
I’ve learned that men are afraid of what they don’t understand. So when we offer a t-shirt for them to change into, we explain: “We offer all of our clients a t-shirt to prevent hair from getting on their shirt, would you like one?” Once you remove the risk, they relax. And once they’ve experienced superior service, they’ll stand in line for the t-shirt and a warm towel. “I think subtle products are lost on men - with short hair performance has to be overt or it will be invisible.” E S T E T I C A ❘121