I know you’re not asking for much: a relatively pain-free, close and comfortable shave.

STOP. Here’s your problem already: like most people, you are probably confusing a “close” shave with a “comfortable” shave.

The secret to a close shave is in the hardware and the hardware only: use a decent razor.

It doesn’t need to be expensive and it doesn’t need to have six blades. In fact, many dermatologists will tell you that three, four, five+ blades aren’t necessary and potentially provide diminishing returns. Those millions and millions of dollars spent advertising shaving products: they are all selling a close shave. But the truth is, it’s pretty easy to get a close shave. If you have a steady hand and aren’t rushed for time, you can even do it with a rock.

The secret to a comfortable shave however is in the software: It’s what you put on your skin.

The products you put on your skin (your body’s largest organ, don’t forget) before, during and after the deed are the very things that get you through the 24 hours in between shaves with skin that stays healthy, looks and feels great, and protects against harsh environmental elements.

You don’t need a long regimen for a close shave. No lather-warmer or hot towels necessary. Regardless of the products you choose to use, here are a few common sense steps to get you on your way to a comfortable shave:

  1. Clean your skin before you shave. Exceptionally clean skin prepares your face for an exceptionally smooth shave.
    Choosing a skin cleanser with a gentle exfoliant will help remove dead skin cells and lift whiskers. (An ounce of prevention here is worth a pound of cure here when it comes to ingrowns.)
  2. Use a shaving cream or oil that is moisturizing and free of harsh chemicals.
    Stay away from alcohol, menthol or other drying ingredients. They might feel tingly, but they are sucking moisture out of your skin. (When your foot falls asleep it feels tingly too, but don’t you feel better when the circulation is there?)
  3. Use a post-shave moisturizer to keep skin soft and supple.
    I know you want to be done after you rinse of the last bit of shaving cream or oil, but take the extra step to moisturize afterward. This doesn’t require reeking of Irish Mist, Morning Dew or a men’s locker room the rest of the day. Something light, free of harsh chemicals and moisturizing is all you need.

Voila! A comfortable shave.

PS: You already look five years younger. Seriously, I’m not just saying that. You do.

-Stan

It’s official. Men want to look pretty too.

From Elizabeth Holmes, recent Wall Street Journal article (“Dude, pass the exfoliator”) to will Arnett and Jason Bateman’s sure-to-be-hilarious upcoming movie Mansome, even the mainstream media is aware of this booming segment within personal care.

Sara Moosman, a category management advisor for Cardinal Health recently published some data on men’s grooming trends based on recent survey data supplied by Hamacher Resource Group that really reinforce the notion that men are increasingly searching out and using products that will make them feel younger. And if they are reluctant to admit it, their wallets certainly will.

Consider the statistics:

  • Worldwide, men now spend $7.3 billion on grooming.
    This is growing at twice the rate of women’s grooming sales.
  • 32% of men have a separate set of grooming products for traveling to the gym, work trips, etc.
  • 50% of all male consumers are new to the category each year; This is HUGE growth.

Men are also taking a more proactive approach in purchasing. Gone are the days of “Honey, will you please pick up some shaving cream for me?” For example, 80% of all men’s hair color purchases are made by men. (Women – you can decide for yourselves if this is a good thing or not…)

In the past year:

  • 97% of men reportedly use deodorant
  • 79% of men have used a body wash in the last month
  • 60% of men have used a facial cleanser in the last month
  • 44% of men have used a body bar in the last month
  • 59% of men have had an incidence of razor burns, nicks, ingrown hairs, and cuts related to shaving in the past year.
    [To those we respectfully offer our Nick Stick and Pre-Shave Exfoliating Wash…]

K.I.S.S.

Each time we embark on a new product development cycle here at Pacific Shaving Company, my wife reminds me, in as kind a manner as possible, not to over-complicate it when it comes to men. “Keep it simple,” is her mantra. (I try not to take offense.)

And, as usual, she’s right. Data shows that ‘easy to use’ is among the attributes men are increasingly seeking in products they purchase.

Our company’s unofficial position has become “If you need to put ‘direction for use’ on your shaving creams or after-shaves, you’ve over-complicated things.”

-Stan

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