Visitors could choose from a customizable menu of shave gels, scented and unscented razor handles, and cocktails.Photo: Courtesy of Skintimate
Inspired by its new disposable razors and popular shave gels, Skintimate recently opened the first professional leg shave bar in New York’s SoHo neighborhood. The Shave Bar by Skintimate offered visitors free leg-shaving services by estheticians from Suite Tee in a bright setting, similar in style to a blowout bar.
“The concept was inspired by our consumer and the way she embraces the getting-ready process, including shaving,” said Jennifer Rogers Sheppeard, Skintimate brand manager at Edgewell Personal Care, the consumer products company that owns Skintimate.
“So now we are moving beyond the blowout bars to make shaving with your friends the next thing versus a mundane chore. Because self-care isn’t only about relaxing solo, it can also be about re-energizing with friends to prepare for what’s next. And with Skintimate’s heritage in the shave prep space, we’re extending this social act of getting ready—one men have enjoyed at barber shops for years—beyond the bathroom to make social shaving the next ‘it’ thing.”
At the shave bar, which was open to the public from May 17 to 19, visitors could choose from a customizable menu of shave gels, scented razor handles, and cocktails created by mixologist Pamela Wiznitzer. For example, “The Reset” option paired the brand’s vanilla sugar-scented razor and moisturizing shave gel with a cocktail containing vanilla-infused vodka, lemon, and a scoop of peach sorbet. In addition to the curated pairings, guests could mix and match their choice of razors, shave gels, and drinks.
The space was also staffed with eccentric costumed characters in colorful wigs to help guide visitors through the experience, including key areas such as reception, the cocktail bar, shave station, and “Gam Cam” photo booth. They also “set the tone of getting ready with friends,” Sheppeard explained.
She also said that because of “the overwhelming consumer demand, including appointments being completely booked in less than 24 hours and hundreds of people on the wait list,” the brand is considering opening shave bars in other markets.
