You have a distinguished background in creating, building, and managing world-class salons and developing innovative hair-care products. Why are you now so focused on hair and grooming centers for men?

With their current haircutting environment, men, today, are not obtaining the experience, education, and services that they deserve. The barbershop, that historically provided great service in a male "sanctuary" is disappearing. The clip joints represented by the mass-market chains offer low price. But the cuts are inconsistent and the environment and experience is very limited. For a quality style, men have no choice but to choose a "fem" salon. Men typically make up 10% - 15% of the clientele. However, the design of the salon, the services and products are focused exclusively on women. Product sales, services, and advice are directed at the core customer who represents that largest average check. The hiring and training of the stylists is female-centric. Men are accepted because they represent incremental profit and because their needs are perceived
as easy. For years, I have observed this limitation and have concluded that there exists an important opportunity to better attend to the needs of men. My partners and I have conducted extensive research over the last several years and determined that the majority of men that frequent salons are uncomfortable being in an environment with the smell of perm solution, the chatter of gossip, and an open environment where they feel on display. Many of the services that they might be interested in such as facials
and massage, they avoid, because of the lack of privacy. Women are also uncomfortable with men in their "world".

Women, instinctively want to look their best around a man. Being seen in a smock with tin foil and coloring solution in their hair is embarrassing. In addition, when men go to the salon, the magazines are women's publications, and the TV's are turned to women's stations. There is another macro-trend at play that is driving my interest in the male-grooming concept, and that is a movement away from the "unisex" trend that grew in popularity in the 80's and 90's. Men and women are both becoming more sensitive to the fact that each gender needs his or her own place to "let their hair down." 18-8TM, Men's Hair and Grooming Centre is just that, a place where they can get great service, attention, in a place that is designed for them.

Are men's hair and grooming needs that much different than those of women's?

Men's needs, both physically and psychologically, are different from those of women. Women have been trained from a young age to be very sensitive to their image and grooming requirements. Women stay alert to the trends in fashion, hygiene, and products. They know what works and what doesn't work. So a woman is often looking for an experience in a salon. She seeks direction and feedback from her stylist and also enjoys feeling pampered. Men, in general, have received very little education when it comes to hair care and grooming. Most men have never had a traditional barber or grooming experience. So men have come to believe that they just need a consistent haircut. Also, men tend to be more practical in nature. Their decisions most often are driven by a desire to be efficient and productive. So "in and out" tends to be the mindset of the typical male.

What we know from experience is that men are open to new ideas if they understand why. When our staff understands what a client does for a living and what type of physical activities he pursues during his free time, we begin to learn about what he needs in terms of hair care, skin care and nutrition. We're able to discuss what products he is using on his hair and skin - what his grooming regimen is. When we ask questions, make observations, and suggestions we find that most men are very open to changes. When men learn that women are very observant regarding how a man looks - his hair, hands, nails, feet - they are all ears. Also, for men who are in executive positions, senior managers, or salespeople in constant contact with their employees, business contacts and the public, issues regarding grooming solutions are particularly important.

Another important point is that men's skin is different. It is thicker and rougher in places and men also have larger pores. They tend to perspire more. They expose themselves to different types of stress and environmental conditions than women. And because of their lack of grooming knowledge, they often neglect their hair and skin for years. Thinning hair, unwanted hair, and facial hair is unique to men. Most men do not realize that scalp treatments with today's breakthrough products will maintain hair presence or slow down the thinning process.

As I discussed before, men deserve a sanctuary - a place where they can get the attention, quality, and service that they deserve. At 18-8 we have the business, sports, publications that men enjoy. The televisions are on the stations that they are interested in. We provide amenities like Starbucks Coffee. A stress relieving scalp and neck massage is part of every service as well as a hot towel finish. Most importantly, we have the best staff of stylists and cosmetologists that are trained to provide thoughtful attention and expertise to our clientele.

How did you come up with the name 18-8 for your hair and grooming centers?

We were looking for a unique name with an interesting heritage that would serve as
a metaphor for our men's concept. We wanted a name that would be easy to say and remember but also grounded in authenticity. Through our research, we discovered that the numbers 18-8 is to stainless steel and fine cutting instruments what 24K is to gold. In 1914, when Harry Brearly, in Sheffield, England, was looking for a way to eliminated the rust from steel, he discovered that an 18% chromium combined with 8% nickel not only eliminated rusting, but provided a new luster with out sacrificing strength. From this discovery, he set out to produce the fine cutlery that Sheffield is known for to this day. 18-8 is about transformation of image for better performance. This is our mission at the 18-8 Men's Hair and Grooming Centre - the transformation of the male image for better performance.

You have a seasoned and diverse management team. How do you plan to expand?

We have a first class management team with the skills and drive to build a world-class brand and organization. I have 36-years experience in the salon industry and was responsible for helping to build the Carlton International salon chain. I also created successful concepts such as Hair Health and Beauty and products such as Fashion Formula. Most recently, I was the president of Jose Eber. Scott Griffiths has a 20-year career in marketing. He's created and built terrific brands and products for Fortune 500 companies as well as venture-backed start-ups. He created the American Hair Force and the Opal Concepts brands in the salon industry.

Describe the 18-8 hair-care and grooming experience.

Our hair and grooming centers are designed to meet all the needs of our male clientele from the design of the environment to the services provided to prescriptions for follow-up treatment by the client at home or while traveling. The client's first impression is that this is definitely not a "fem" place. The use of lighting and materials are from a man's point of view. We are contemporary, but definitely not "Italian chic." Plus men require more privacy than women. And, they are very sensitive about their time. Services are provided in semi and fully private areas. We carry the reading material that men are interested in, from computers, sports, to business. We offer our guests drinks - Starbucks Coffee, juices, or bottled water. The stylist or cosmetologist is with our client from the moment he walks in the door to his departure. For new guests, we go through a checklist to understand the business and lifestyle activities as well as what products the client is currently using. By understanding the lifestyle and physical attributes of our clients, we are better able to provide the best services and prescribe the appropriate products. Plus, the more knowledgeable our staff is, the better the repoire with the guest. All of our products and services are selected and designed to meet the specific needs of men whether it's the latest hair styles, treatments for thinning hair, or hair and skin products containing active ingredients designed for men's skin and hair.

What are some of the additional benefits that you offer the busy, successful executive?

What makes us unique is our whole hair and grooming system that we have trademarked under the name Genmetics SystemsTM. We provide a full selection of hair and skin care services along with a prescription for hair, skin, and nutritional products for follow-up care. Examples include our scalp treatments to maintain or improve current hair
conditions. We offer face treatments (SkinMeticsTM) as well as foot treatments (PedMeticsTM). We also provide stimulating massage services for scalp, neck, head, shoulder, forearms, feet and lower legs. We carry in the grooming centre as well as through our web site an assortment of selected products from Europe and America, along with our 18-8 products for hair, skin care and nutrition. After the service, the stylist-cosmetologist writes-up a prescription for the customer. Refills can be ordered over the phone or through the web site.

We offer a number of very interesting packages. The father-son cut is popular. We have various executive packages that include combinations of hair care, skin care, and massage services. We offer companies six-month memberships that allow key executives to visit our salon as often as they like and receive priority times for appointments and discounts on products.

Another feature of our salon that is truly unique is that we acknowledge our appreciation for a client's wife or girlfriend. Women in the lives of men have a tremendous influence over a man's sensitivity to his image. So on the eighth visit, the client receives a free upgrade he can use at 18-8 or a free coupon, which can be applied to goods and services from companies such as Calyx and Corolla Flowers, or Williams & Sonoma.

Any closing thoughts?

Men deserve a comfortable place of their own to address their hair and grooming needs. A place that has an appropriate level of privacy, the expertise of a knowledgeable staff, and amenities for the active successful man. At 18-8, we believe that when you look better, you feel better, you perform better.