Amenity Blog

It’s a NEW YEAR!

Last year, the ISPA annual survey reported that over 30% of spa visits in the US are being made by men. The majority of these visits occur when men are at resort vacations, which makes sense given any man’s inclination NOT to try a new ‘treatment.’ On vacation, all the rules change and pampering becomes the number one priority. Men, despite the industry ballyhoo, are not flocking to spas in the cities that they reside in, with a few exceptions. Some men’s spas are popping up with more and more frequency. I’ve been to a few and though expensive, you feel like a million bucks when you leave. Some of my favorites include:

State Street Barbers (Boston) - Best haircut I’ve ever had, hands down. The BIG surprise was that not a stylist, but an actual licensed barber gave me the cut. No clippers, just scissors and a masterful technique left me with a salon-looking cut that was much more enjoyable than any actual salon cut I’ve had in the past.

Gentleman’s Quarters (Denver) - Built on a solid salon foundation, hair provides the entree, and this is where the spa market really begins to get accessible for men. Of the spa services, massage is the most popular choice. I was fortunate enough to receive a 2 hour Thai massage which was UNBELIEVABLE. This place is proof that in the right hands, under the right conditions, men can be persuaded to explore ’spa-like’ service options.

The Art of Shaving (New York) - This is a shaving-based men’s spa that capitalizes on the retro appeal of a traditional straight-razor shave. One of the challenges of this concept is the fact that shaving is a rare skill among barbers today, and a bad shave with a straight razor is substantially worse than than a lousy massage (or bad nails for women). Shaving, when performed skillfully in a place that specialize on it, is an outstanding experience. This is one of the best shaves around.

In general, the luxe caring for the male appearance outside of major cities definitely does not carry the premium it does in sophisticated urban markets. However, spas that create men’s only enclaves are more successful, in all cities. Men who like spas are often accustomed to the privacy and comforts of the club environment. Successful ‘mens zones’ include the ubiquitous flat-screen TV with sports or business programming, bars, and billiard tables. If you haven’t been, it’s worth a visit to see why women love their ’spa days’ so much.

Until now, the only way for us American design nerds to get Muji products had been to dig around in MoMa Design Store’s in New York and San Francisco. But today, the Japanese brand is opening a highly anticipated 3,200-square-foot location, its first in the States. It will stock more than 2,000 products, including everything from aluminum pens to streamlined sofas. If you like Design Within Reach and Vessel, you’ll love Muji.

Visit Muji USA, 455 Broadway, NYC

Tax-achusetts is a thing of the past. During Tax-Free Weekend, August 11-12, get a tax break on any purchase under $2,500. Check out Design Within Reach where you’ll snag cool furniture and you’ll save 15% on many fabric-upholstered items, making this the perfect time to buy that sofa, armchair or ottoman. The Tax-Free Weekend is only two days though, so stop into either their Boston or Cambridge Studio this Saturday or Sunday to take advantage of the savings.

DWR Boston Studio
519 Tremont Street
Boston, MA 02116
Phone: 617.451.7801

DWR Cambridge Studio
1030 Massachusetts Ave.
Cambridge, MA 02138
Phone: 617.576.3690

Long before Lisa Lehan, Kimberly Pecoraro, and Dwight Schultheis launched a|MEN|ity clinical grooming, they knew the right image would be a key to their success. The team spent nearly a year working with their scientific advisors developing cutting-edge men’s skin care products using the newest patented ingredient technology with a specific customer in mind: an urban, style-conscious guy, between the ages of 21 and 44, who cares about his appearance. Now they had to find a way to get the attention of that famously hard-to-reach audience.

The team was in agreement that they wanted the name of the company to be something relatively pedestrian, short yet memorable. They didn’t want any made-up words or strings of initials, which they thought would be off-putting to their hyper-skeptical audience. After a process that included collaboration with a 3rd party consulting team from the Babson College MBA program, the name ‘a|MEN|ity’ was born. Besides the obvious association with bathroom amenities and luxury, it played on the word “man” to be absolutely intuitive who the products were for.

For packaging, the founders chose all black (with blue accents), a color rarely used by consumer brands. “It’s masculine, and that’s what we’re all about,” says Lehan. A no-nonsense motto — “The Pioneer of Clinical Grooming” — went on every item. a|MEN|ity still needed that intangible “cool” factor — some way for their product to jump out at young men (and the women who purchase for them). They wanted the artwork on the packaging to be attention-grabbing, and to elicit some sort of reaction in the shopper. “When you’re just another ‘me-to,’ ordinary product, the packaging should be amusing or mysterious, but when you have a product that is unquestionably better than anything else available, you need to communicate why it’s better,” says Schultheis. “When customers call asking for our acne pen that clears pimples,” Schultheis knows the tactic is working.

a|MEN|ity reinforces its competitive advantage with targeted promotions. Schultheis and the Company’s PR Director, Kim Lord Curtis, spend several days a month pitching roughly100 editors at men’s and style magazines, along with influential style websites and blogs. a|MEN|ity also holds “shave parties,” where barbers give haircuts in old-fashioned barber chairs. They have been held in buzz-inducing venues such as the first floor of Barneys New York and in the lobby of the Ritz Carleton Hotel / Sports Club LA Splash spa in Boston. a|MEN|ity even inked an agreement with Bentley last Fall to get its products included in the gift bags given to celebrities that were being chauffeured around New York Fashion Week.

All the effort is paying off: a|MEN|ity is found in hipster hangouts such as Churchill’s Barbershop in Miami as well as more mainstream outlets such as www.skinstore.com (“men’s grooming products are often purchased online in the US” indicates Lehan”). The company has appeared in more than 40 media publications, including The New York Time, GQ, Real Simple and Business Week. Many of those write-ups mention that a|MEN|ity products are used by celebrities such as band members of the Red Hot Chili Peppers and The Killers.

Next up: next month the Company will launch a foot spray, as Lehan, Pecoraro, and Schultheis bet that hip urban young men want their feet to smell good, too. And they would know.

“I don’t think cowboys use these types of products” was the pharmacist’s response. I was in a suburb of Dallas, Texas, and the reference was to a|MEN|ity clinical grooming products. “Oh crap” I thought to myself, this is going to be a tough week.

I’m a sales representative for a|MEN|ity, LLC and it was my first day on a 5 night sales trip to Dallas. Just like in the movies, a man who appeared to my untrained eyes to be a real home-grown cowboy, came up to the counter and asked “what’s this.” He smiled big, touched his hands to his face, and said “what’s wrong with soap and water” in a slightly mocking, but honest inquiry, when he heard that they were premium men’s skincare products. That sparked an animated conversation between the pharmacist, the cowboy, and I. The cowboy proceeded to show us ingrown hairs on his neck which he “hates because they are really big and red.” He rolled up his sleeves and showed us the psoriasis looking patch of dry skin on his elbow. He squinted, pointing at his eyes, and told us that his wife recently purchased him a moisturizer but that he didn’t like using it because it was too heavy and greasy. Boy, did I luck out! I gave the cowboy some of our After Shave moisturizer for his eyes and face, The Balm for his elbows, and the Anti-Breakout Gel for the in-grown hairs on his neck. I did this with one condition – that he use the products every day for the next four days and comes back to the pharmacy on Saturday (the day before I leave) to tell the pharmacist and me about his experience.

When we all met on Saturday, the cowboy came in smiling. “Danny (the pharmacist), I love these products, they work, and they don’t smell like s*#@” That day a|MEN|ity got it’s first opening order from a rural Texas pharmacy.

Do you really think a picture frame or a grilling apron is an appropriate way to pay homage to your Dad this Father’s Day? I think not. To give a proper tribute to the Big Guy, grab him a gift that shows him you thought about it this year. If you’re like me, you’re tired of getting your father the same old gifts for Father’s Day (and trust me, he is tired of receiving them). This year surprise your dad with a new cool gift that he is sure to love. Check out the top 10 Father’s Day gifts this season and where you can pick them up for your dad (most are perfect for the recent grad too).

1. A Book - http://www.dangerousbookforboys.com/
Heard of the book titled “Dangerous Book for Boys” - If you haven’t, go check it out and see what its about. It is the kind of book you want to hold on to and pass along to the next generation.

2. A TV - www.vizio.com
Where vision meets value is the tagline for this company which makes LCD and plasma televisions that look great and are very affordable.

3. Mimobots – www.mimoco.com
The Star Wars mimobots are a cool gift for dads under 40 who are avid fans and who use portable memory sticks (USB). This product brings style and soul to USB devices.

4. Joost – www.joost.com
If he doesn’t use it, Joost is a new way of watching TV on the internet. With Joost, you get all the things you love about TV, including a high-quality full-screen picture, hundreds of full-length shows and easy channel-flipping. It’s free!

 5. Bacon - www.gratefulpalate.com
“If this bar were a meat market, you would be the prime rib.” If you love him, satiate his carnivorous ways with a subscription to the bacon-of-the-month club.
 
6. Beer - www.beveragebistro.com
These beer guys are making headline by allowing you to choose from a rare European beer trio for only $29.95, or monthly home delivery of amazing beers, along with a free copy of the Great Beers of Belgium book.
 
7. Shave Cream – www.getamenity.com
If a man shaves, he hates it. Give him the most scientifically advanced shave cream ever developed, and he will never have another shave nick bleed on the white dress shirt.

8. Digital Picture Frames – www.amazon.com
This new technology allows you to play photos as a slideshow on a digital frame.  Great for your dad’s office and a gift he is sure to love (but pricey at $200 a pop).

9. Nike+ Sport Kit System for iPod - www.nikeplus.com
This system from Nike and iPod tracks mileage, calories, and everything else on your run/walk. Keep him healthy!

10. Vacation – www.luxurylink.com
This site has a reputation for offering the best 5 star vacations at the best prices. It’s an auction site. If you’re up for getting a villa in Tuscany for 16 people, you’ll get the best deal of your life.

Amenity Facials, Massage, Eye Treatments and Manicures were all on offer backstage at The BRIT Awards 2007 courtesy of  Ireland’s own beauty emporium Nue Blue Eriu. Taking them up on their offer of relaxing and revitalising treatments plus an array of exclusive products in the official BRIT Awards 2007 goody bag, were many of the stars, presenters, stylists, managers and family attending this prestigious event.

Backstage we saw The Killers, Corinne Bailey Rae (hot from the Grammys), Kate Thornton, Take That, Snow Patrol, Red Hot Chilli Peppers, Scissor Sisters and Oasis.  The Killers requested that Nue Blue Eriu look after their grooming needs when they are in

Dublin later this month.  A lot of the bands and presenters flew in from all over the world and were jet lagged when they arrived, so our treatments and products were real life savers for them and their entourages.