Aveda Men opens new pop-up Grooming Station in London’s Fitzrovia

AVEDA___A3970-2Estée Lauder have been doing some rather clever things with their men’s brands of late. Where once they were fiercely competitive with one another, brands like Clinique For Men, Aveda, Lab Series, Tom Ford and Zegna have been happily hanging out together in a show of unity that’s both refreshing and, as it happens, extremely practical. As well as their excellent men’s grooming station in London’s Westfield White City, curated by Esquire magazine, a new pop-up Grooming Station has just, you know, ‘popped-up’ in London’s Fitzrovia.

AVEDA___A4503At its heart is an Aveda Men Barbershop where you can have express hair cuts, trims and beard tidies, but as well products from Aveda itself you can also investigate fragrance from Tom Ford and Zegna and skin care from Lab Series and Clinique, meaning all your grooming needs can be met in  one quick in-and-out visit.

Men tend to be magpies when it comes to their skin care, hair care and fragrance choices, cherry-picking products from different ranges depending on what they like and what suits their skin, so it makes perfect sense for Lauder to offer the very best of their men’s brands in one go. In a way, they’ve done the edit for you and as we all know, it’s all in the edit.

The Aveda Grooming Station is located at 6 Mortimer Street, London W1F 3JJ and l be open until August. To keep up with what’s happening there check out @AvedaUK #groomingstation

 

The Grooming Guru Awards 2012. Best Grooming Brand: Lab Series

Group Shot - Treat LOWggawrd12lIn many ways 2012 has been a disappointing year for male grooming. Certainly, as far as exciting launches and NPD are concerned it’s been one of the least inspiring in the 12+ years I’ve been writing about the subject.

Many brands have added just one or two products to their ranges or have renamed or repackaged them in an attempt to be seen to be doing something. Disappointingly, though, others have simply sat on their hands, presumably wanting to conserve resources and ride out hard times. Lab Series, however, defiantly continued to expand its range in 2012, innovating and shaping the future of the grooming market and leaving other brands playing catch-up in the process.

As well as an expansion of their premium MAX LS anti-ageing range, this year saw the launch of a Power Brightening range, targeting discolouration and uneven pigmentation, an Instant Skin Booster (to tackle fatigue) and their BB Tinted Moisturizer SPF35 – a multi-functional product hinting, no less, at the very future of male skincare. And they’re just a few of this year’s innovations. So my Best Grooming Brand 2012 award goes to Lab Series. Long may it lead the way.

For more information about Lab Series see www.labseries.co.uk

Coming tomorrow…the award for Best Problem Solver