Esteé Lauder targets men with Grooming Station pop-up

By

Barbara Santamaria

Published
Jun 3, 2016

Esteé Lauder has launched a Grooming Station for men at its headquarters in London. The 1,344 sq ft pop-up space in Fitzrovia, designed to trial male grooming needs, showcases leading prestige male skin and hair care brands such as Aveda Men, Clinique for Men, Lab Series, Tom Ford and Zegna.

Also a barbershop run by Aveda will be available at the location.

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 Skincare at Estée Lauder 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.”

Ads

The Grooming Station will host a range of interactive experiences and after-hours events, in partnership with local artisanal businesses.

Services on offer include skin consultations, beard trims and haircuts.