What’s New: Men’s Grooming Lounge

Just in time for the metrosexual revolution: The Men’s Grooming Lounge, a three-year-old barbershop/men’s spa in Washington, is trying to make the most of the gift-giving season by launching a print catalog this month.

The 24-page catalog, which features 150 grooming products for men, mailed to 7,500 customers and requesters earlier this month. Cofounder Michael Gilman claims that it’s the only catalog in the U.S. devoted exclusively to such merchandise. Products include the $12 Jack Black All-Over Wash, the $14 King of Shaves Kinexium Facial Moisturizer, and the $39 Molton Brown Eye Rescue. The average price point is $25; the average order size, $100.

Gilman helped start the business following an uncomfortable visit to a salon for a manicure before his wedding. “There was no place guys could feel comfortable and get all the products and services,” he emphasizes. “There was nothing targeted toward guys.”

Men’s Grooming Lounge, which has been featured in magazines such as “Playboy,” “GQ,” and “People,” has not yet invested in advertising for the new catalog. In the first quarter of 2004, though, it will begin prospecting, with a goal of growing the mailing list to 20,000 by the end of the year. The company also plans to open a second spa, in the Washington suburbs. Gilman says the company would like to open two stores a year beginning in 2005.