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Brief Published: 4 Nov 2013

Male Beauty: Hammer & Nails Salon


In line with growing US demand for men’s beauty services (see our report The Male Groom Boom, USA), a new men-only nail salon, Hammer & Nails, is launching this week in Los Angeles.

According to the brand, it’s aiming to put “the man in manicure”. The owner, Michael Elliot (a former screenwriter) told newswire Fashionista: “I want to make nail care [for men] as common as getting a haircut, and I feel like creating the right environment is key to that.”

The store is fitted with king-sized leather chairs, each of which comes with its own personal flat-screen TV tuned into premium sports channels. A masculine feel is achieved via a dark colour palette, and the salon will also serve beer and scotch (pending approval of a liquor license) – creating an American sports-bar atmosphere.

The treatments include cuticle care and nail polishes, catering to a growing group of males who want access to these grooming products, but may have previously been unaware of where to get them (or too embarrassed to ask).

For more on dispersing the stigma of femininity surrounding cosmetics, see Tom Ford’s Make-Up for Men. For more on male beauty concepts, see Male Groom Boom, Gentlemanly Pursuits, MenScience Debuts Flagship, New York and Unisex Beauty.

See also How to Sell to Modern Men and Men-Only Store Concepts for more on male-specific retail spaces.