For many women, the event that is “getting ready” to go out often involves a hasty and unmemorable shave to ensure they have smooth legs. Recognizing that men often socialize at the barber shop while they’re “getting ready” and enjoying a clean shave, Skintimate decided to create a setting for women to shave and socialize, too. The Shave Bar by Skintimate, a pop-up space open May 17-19 on Grand Street in SoHo, Manhattan, offered professional leg shave treatments that promoted the brand’s first collection of scented disposable razors.
An idea born from the self-care and on-demand beauty service trends, and inspired by Skintimate’s new scented razor handles and “exotic” shave gels, the Shave Bar involved music, cocktail pairings and, of course, the opportunity to sit back, sip and have someone shave your legs for you. Consumers made selections from a customizable menu of shave gels and razor handles, each paired with a signature cocktail formulated by mixologist Pamela Wiznitizer. One such pairing: “The Escape,” which used the Skintimate Coconut Delight Razor and Shave Gel paired with a Smooth Sailing cocktail made with white rum and coconut water with a hint of kiwi and a twist of lime.
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While enjoying the shave by an aesthetician and their cocktail, consumers engaged with a cast of Skintimate “characters,” brand ambassadors who added a theatrical element to the pop-up environment, and listened to live music featuring retro-tropical beats by DJ Brittany Sky.
Ahead of its opening, Skintimate promoted the experience through local news outlets and on social media with hashtag #GetReadyWithUs. Consumers booked free appointments via a custom microsite, and, according to the brand, appointments booked up in under 24 hours. Nearly 1,000 consumers ultimately came through the Shave Bar and hundreds of others were placed on a wait list to get in. Before the doors opened, lines formed down the block. And speaking of buzz, Skintimate Shave Bar stories popped up in media outlets across the country, with Shave Bar stories reaching markets as far away as Los Angeles.
“We see the culture of barber shops for men and really wanted to create kind of a feminine twist on it and, really, it seemed to fit so perfectly for our target,” says Jennifer Rogers Sheppeard, brand manager for Skintimate at Edgewell Personal Care. “This was an awareness driver and, certainly, we have a long legacy in our shave prep products, but with the launching of the new disposable razor, we really wanted to ensure that our target was aware of the sensorial additions to our portfolio and use the Shave Bar to give them an opportunity to smell and feel and experience the product first-hand.” Agency: Edelman (production and p.r.).