GROOMING


A


slow movement has taken hold on the high street and we are not talking food, nor those ubiquitous shopping mall escalators. The rise of


the wet shave is back on the menu and the modern man is taking his time to look good. In cities and towns throughout Britain, barbers are branching out to offer grooming services for the increasingly metrosexual male. As Katie Broughton of the renowned London barbers Truefitt & Hill explains: “Men not only want to look their very best, they now recognise the importance of being flawlessly groomed and the advantage it gives them in the increasingly more competitive environment they work and play in. Consequently, they are willing to spend more money on treatments which go beyond what was once considered as traditionally male services.”


“No matter where they live, all men


would always like to be able to put their best face forward” Katie Broughton


So step into a barbershop today and customers will be offered a plethora of options. Maybe it is time for a moustache wax or beard trim. Some even offer shaving masterclasses, showing how to get the very best out of this everyday task. “Despite the fact that shaving must be one of the most common male grooming routines performed every day by the majority of men on the planet, it is surprising that a large number of men have a lot to learn about correct shaving techniques,


correct product


application and right product choice for their particular needs,” explains Katie. “Most men find shaving a chore and they choose to rush through this procedure each morning, they do not realise that done correctly, it can prove to be a very pleasurable experience.” R


SAVILE ROW STYLE MAGAZINE 51


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