Estée 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.
At 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