Shave's The Rave: Interview With Shave Doctor Mark Sproston
Nov
Shaving can be a time-consuming pain in more ways than one, leaving skin feeling sore and dry if not done correctly.
In fact, research company Mintel says it is the grooming activity that men are most likely to find a chore.
Sproston, who calls himself the Shave Doctor, has brought his expertise in shaving techniques onto the salon floor, recognising this provides an opportunity for owners.
His training enterprise, Shaveschool, was born out of MensgRoom, the online store he founded three years ago servicing the male grooming market.
It was during the Spa Show in London in January 2007 that Sproston discovered most men did not use the right tools, products or techniques.
This realisation infused him with 'a passion for the art of the traditional wet shave with a modern day twist' turning the experience into a male wet-shave facial treatment.
Shaveschool has travelled all over the country in the past 18 months training staff at more than 300 establishments ranging from small town barbers to full-blown spas, shaving more than 3,000 men along the way.
"It became apparent that everybody could have a piece of the action. Male grooming is now widely accepted and men are hungry for more. It is something about the macho side of a shave with a cut-throat razor that makes the whole idea of a wet shave facial acceptable to all," says Sproston.
Shaveschool offers a two-day course covering health and safety and the theoretical and practical sides of the wet shave facial.
"We feel that it is worth taking the time and investment needed to get this treatment right. Get it right and the return on the investment is a done deal. The figures speak for themselves," he says.
"The male grooming market is on the up, and introducing more men to your establishment is a win-win situation: more people through the door, higher retail sales and the buzz of something new."
Shaveschool will also give those on its courses advice if required on pricing, equipment and marketing. The training takes place on-site at the client's salon. Sproston says trainees are happier in their own 'comfort zone' but also use the training itself as a great marketing tool.
Models used are either existing clients, male partners and relatives of existing clients or gentleman who work in the surrounding area. "This is self-promotion in an exciting hands-on way," he says.
Salons are missing a trick if they do not make shaving services a speciality, Sproston believes. Sproston says shaving is proven to reduce and smooth the lines of scarring tissue caused by acne in some instances and the wet shave combined with correct products and a professional technique, can improve the quality and appearance of the skin.
"The plus points to the customer are not only a great longer lasting shave and a relaxing experience but also health benefits too.
"With the all important disposable hygienic blades, gloves and a sharps box, it is only the venue and ambience that differentiates the tools used in a medical establishment to that of a professional grooming establishment venue."
Sproston argues that salons that entice a novice grooming customer in for a wet shave facial may soon want other treatments or grooming products.
"Then you have the gift voucher market for Father's Day and other special occasions, or wedding packages for the groom, best man and ushers," he says.
