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L’Oreal Paris Men Expert offers Barber Club line to answer the ‘To beard, or not to beard’ question
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Sailun Tires

At first you think, 鈥淚 just won鈥檛 shave today.鈥

By day two, you think, 鈥淗ey, this stubble is kind of working for me.鈥

Before long, though, you face the Shakespearean-esquequestion that confronts all men eventually: To beard, or not to beard?

SSENSE GLOBAL

L鈥橭real Paris wants to show there are more complex ways to answer that than a mere yes or no. That鈥檚 why the company recently set up a pop-up Men Expert Barber Club VIP lounge at Mankind Grooming Studio in Toronto鈥檚 hip Parkdale area, where guests could get a free beard trim along with a chance to try out its first line of oils, creams, moisturizers and three-in-one face wash designed specifically with facial hair care in mind.

L'Oreal Paris Men Expert Barber Club Product Line Up - SWAGGER Magazine
New L’Oreal Paris Men Expert Barber Club Product Lineup (Photo: L’Oreal Paris)

According to Chris Lee, a marketing manager with L鈥橭real Paris, the Men Expert Barber Club line has already quietly launched overseas in German and U.K. markets. The Canadian debut offers a way to test the waters in North America before the line makes its way to the United States.

Whereas being scruffy might have been a badge of honor for men in the past, Lee suggested that the way we present ourselves through digital images on a daily basis is changing the idea of what鈥檚 acceptable and attractive in the space between our nostrils and the bottom of our chins.

鈥淭he Instagram generation is a big part of it,鈥 he said. 鈥淎lso, think of all the new dating apps, where you need to make sure your facial hair looks good.鈥

Of course, L鈥橭real is not alone in targeting the male grooming segment. David Beckham鈥檚 House 99 line, for instance, recruited an army of social influencers to offer similar products. The difference is that L鈥橭real is aiming to make sure its Men Expert Barber Club line can be easily found in drug stores and other retailers at reasonable prices.

鈥淭hat鈥檚 our trademark — to take what鈥檚 fashionable and democratize it to the masses,鈥 Lee said.

The Barber Club line uses Cedarwood essential oils, which is intended to ease what most guys refer to as the 鈥渋nsanely itchy stage鈥 of growing a beard. Other spicy, woody fragrances in the line include sandalwood, black peppercorn and hints of vanilla. The result is a smell that鈥檚 not too overpowering — and a little more manly than the stuff your wife or girlfriend keeps in her side of the medicine cabinet.

鈥淭here needs to be a safe space for guys to talk about their grooming needs without feeling too feminine,鈥 Lee said.聽

If that sounds like you, welcome to the Club.

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