Smooth Operator
A good shave is the perfect add-on to a male client’s salon services,
and a variety of retail products can keep him smooth between visits.
Sometimes, it’s the little things that count. In this case, a well-executed neck shave or beard cleanup
can keep your male clients feeling pampered and happy—and wanting more. “Men will remember
this extra step and it will drive them back to the salon or barbershop,” says Al Urbanowski, owner and
operator of Al’s Barber Shop in Denver and Boulder, CO. “Even in today’s economy, I don’t think the
consumer is done consuming, but they are more choosey about where they spend their money.”
Shave services can be used as a complimentary bonus to build client loyalty, or they can be added to
your service menu to increase your bottom line. At Al’s Barber Shop, Urbanowski offers a five-minute,
$5 neck cleanup, bringing men into the salon between cuts. “Men can schedule this appointment
to give their haircuts more
longevity,” he says. “The positive
for us is that it gets them to
come into the store again, where
the stylist can discuss product
recommendations and tips
and the customer can ask any
questions they may have. It’s a
win-win.”
Trims and consultations are
also a popular service. “Many
men realize that having a beard
means you still have to groom,”
Urbanowski says. “Guys want
A good
shave is a
smoothing
and soothing
experience
for men.
an expert to trim their beards in
order to help maintain them, so they come into the salon more frequently and feel more comfortable
there.” Conversely, Urbanowski has several clients who come in once a week for a full-face shaving
experience so that they only have to maintain it the rest of the week.
According to Urbanowski, there’s an art to performing the perfect shave. After cleansing the face to
remove oils and dust, apply shave oil and use a warm towel to work it into the skin, which will moisten
the hair and cut down on blade drag. He then uses a shave brush to apply shaving cream, massaging it
in to get the skin relaxed and ready for the shave. Once the skin is prepped, he carefully shaves the face,
going initially in the direction of hair growth and then reapplying the cream and shaving against the
grain. “If done correctly, this technique will slow down re-growth and postpone the 5 o’clock shadow,”
Urbanowski says. To finish off the shave experience, he cools down the skin with a cold towel to close
the pores and applies a moisturizing after-shave gel.
While you can give your clients a great base to work with, it’s also important to arm them with the
knowledge and tools to replicate the job on their own. “Many men have questions about irritation
or how the hair grows,” Urbanowski says. “We often ask men how they take care of themselves to
determine where the problem lies (over-stretching the skin is what tends to cause the most irritation)
and give them tips for shaving at home.” He also explains that it’s important to recommend the
right products. Urbanowski, an American Crew International all-star educator, suggests a routine of
American Crew Lubricating Shave Oil to prep the skin, followed by Precision Shave Gel or Moisturizing
Shave Cream and finishing with Post-Shave Cooling Lotion. Women can also buy the products for
the men in their lives. The Shave Duo Set, which has the shave cream and after-shave lotion, and the
Vintage Trio Set, which contains shampoo, conditioner and shave cream, make perfect presents for
Father’s Day—or as everyday incentives for men to improve their shaving routine. —LORI MORRIS
