Challenge:
Men today face two choices when it comes to their hair care and grooming requirements. They can go to a clip-joint and take their chances, or go to a quality stylist at a women’s salon. Neither choice is ideal. Women, who have tremendous influence over men’s grooming habits, often direct men to their stylists at women’s salons as the “lesser-of-two-evils” with the confidence that they will get a good haircut. Ron Love, founder of Carlton International and Hair, Health, and Beauty has been a leader in the beauty industry for over 30 years. For quite some time, he has observed the dilemma that men have been facing. He teamed up with the management of GO with the challenge to create a concept that would attract quality stylists, be endorsed by wives and girlfriends, and provide an environment, service, and experience that men would find highly appealing.

Solution:
The first step was to conduct qualitative research to find out how men feel about their current salon experiences. The next step was to brainstorm what an ideal men’s salon would look like; what types of services and products would be needed; and what price would be acceptable. The third step was to conduct more in depth research with key constituents – men, women, and stylists – to crystallize the concept and determine the value of key attributes.

GO was tasked with taking on all strategic and functional marketing responsibilities, from primary and secondary research, naming and identity, design of communication materials, and producing the marketing plan, to the execution of all aspects of the marketing strategy and media mix.

Results:
Results to date have been very encouraging. Management has met with senior executives at key real estate and mall developers with a glowing endorsement of the concept. The first contract was signed with TrizecHahn for a location at Paseo Colorado and TrizecHahn has expressed intent to put the concept into up to 50 of their properties around the United States. The second location opened in February, 2003 in Irvine.