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John Allan
By Don Ellis
 en's brewing interest in personal grooming marks the rise of male vanity, predicts trend forecaster John Allan, founder of The John Allan Company. But he notes that there is much more growth to be done.
Last month, New York-based John Allan’s launched his range of styling products at Holt Renfrew. Listening to Allen at his recent launch provides a clue. "I see guys setting their clocks for 9 a.m. on Saturdays so that they can make their hair salon appointments. Some guys travel from out of town to the club in New York to have facials every month or two.”
The club he refers to is the John Allen salons in NYC, where clients can relax while watching TV in fat leather chairs, shoot pool and sip drinks from the bar, stocked with enough bottles to give the average hipster bar some competition. All of the salon's customers are men.
I doubt anyone will know for sure why today's male chooses moisturizer over, say, and sandblasting equipment. But men's embrace of vanity spells good news for the skin care industry. In fact, the male grooming business is growing at a faster clip than the mainstream beauty industry. In an era when so much around us is going wrong so completely, perhaps the small affordable luxuries keep us sane. If these include a $50 haircut, custom tailored clothing, or peppermint shampoo with wheat protein and sage extract, what of it?
The club may not have made it to Toronto yet, but the product line has. John Allan’s ‘Texture,’ for example, is a light, versatile gel for shaping with extracts of ginseng root, rose hips, spirulina and wheat protein. The moisturizing ‘Smooth’ doubles as a leave-in conditioner and lightweight styler. Pomade Gold is designed for shorter hair for separation and texture.
Also on shelves at the John Allen department at Holt’s is the aloe and sea kelp-infused ‘Gelle X’ to provide extra volume, medium hold and subtle shine to the hair. John Allan’s Rock is a firm sculpting gel with botanical extracts of orange flower, lemongrass and grapefruit. Lastly, John Allan’s Pomade blu is water-based, lightweight and flexible.
It is crucial that men have a separate area that focuses on their product like skin and hair issues. Many men are interested in indulging in the latest spa product; the trick is making shopping experience quick and convenient. Although a staggering figure, it holds true that women in many ways are introducing men to the spa phenomena. Many women give gift certificates to the spa while some women surprise their mate with a trip to experience a facial or massage.
Reserving an area of the spa that is more masculine in design is ideal, although men also like visiting the spa during hours or days that are scheduled just for them. Successful programs around the country have included a "boys night out" with beer, plasma screen sports and hearty snacks. Envision a sports bar with spa services and you are on the right track.
But only thing in this ever-changing spa environment remains the same: women still purchase more than 80 percent of all men's personal care items. - D.E. | John Allan
women still purchase more than 80 percent of all men's personal care items
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