BEAUTY CARE

New men’s grooming tool tackles sharp facial hair

BY Antoinette Alexander

NEWPORT BEACH, Calif. — Many women may think that facial stubble on her guy is sexy but that same stubble can also wreak havoc on her skin. Enter The Soft Goat.

This new men’s grooming tool utilizes a hypoallergenic pad to dull sharp edges of facial hair left behind by trimming and shaving. The result: Sexy stubble that is soft to the touch.

"Facial stubble is the most controversial topic when it comes to men’s grooming and sex appeal, primarily because of the negative scratchy effects it has on loved ones," explained Mike Finfrock, who founded The Soft Goat in 2011. "After personally experiencing this with my own girlfriend’s face, I set out to find a solution. Due to the lack of effective alternatives on the market, I created The Soft Goat."

The Soft Goat includes three hypoallergenic pads and retails for $11.99. The product is sold worldwide, with the majority of orders from the United States, U.K., Canada, Australia, Germany, Ireland and Norway. The Soft Goat is currently available directly at TheSoftGoat.com as well several online retailers including Amazon.com.

The Soft Goat is specifically designed for use by men but Finfrock is developing its female counterpart — Soften Her. Similar to The Soft Goat, Soften Her is intended to soften and exfoliate between hair removal sessions.

 

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MopTop hair care develops Curly Hair Custard

BY Antoinette Alexander

DALLAS — MopTop Hair Care has developed its first Curly Hair Custard, which is available in southern region Whole Foods and salons.

MopTop Curly Hair Custard is designed to provide moisturized, defined and soft curls, and features a light, fresh scent of citrus kumquat.

The MopTop Hair Care salon and retail line consists of 22 "frizz-free" products that contain ingredients to help tame dry, frizzy, color-treated and chemically-treated hair without the usual build up. There are no silicones, waxes or sulfates in the products, and there is no alcohol in the styling products.

The product line features four categories, including clarifying, shampoos, conditioners and stylers. The latest addition to the MopTop collection, the Curly Hair Custard, promises to leave hair with all day softness and curl definition. It has a suggested retail price of $14.99.

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Wahl extends ‘Real Guys, Real Grooming’ campaign

BY Antoinette Alexander

STERLING, Il. — Wahl, a manufacturer of men’s hair clippers and trimmers, is expanding its Real Guys, Real Grooming campaign, which is a series of documentary-style ads and videos that show how real guys groom, and features the story of minor league baseball team LumberKings.

"Response about the campaign has been phenomenal," stated Steve Yde, marketing director for Wahl Clipper. "Wahl is and always has been about real guys. The LumberKings are an exciting story because they resonate with anyone out there who can appreciate working hard to get what you want. That’s what this campaign is about — working hard and looking your best along the way because in life, every day is game day."

The evolution of Wahl’s Real Guys, Real Grooming campaign includes a new 30-second ad and three new videos that focus on success on and off the field.

The videos include:

  • "No Off Season," which follows three players — catcher Tyler Marlette, pitcher Tyler Pike and outfielder Jabari Henry (who has moved to the High Desert Mavericks) — as they train in their hometowns and prepare for next season;
  • "Game Face," which looks behind-the-scenes at what it takes to prepare the field and players for a game and series; and
  • "Healthy Cut," which shows the softer side by capturing seven of the LumberKings players and coaches shaving their heads to raise money for St. Baldricks and childhood cancer research.

Produced by advertising agency HY Connect, the Real Guys, Real Grooming campaign won a 2013 New Media Award from the New Media Institute. The award recognizes the campaign based on its innovative approach as well as its content and design.

In addition to demonstrating how real guys get ready every day, Wahl’s Lithium Ion grooming tools (hair clippers and facial hair trimmers) are featured in the campaign.

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