5 Star Men Grooming - Essay Example

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5 Star Men Grooming

The Art of Shaving was established by Myriam Zaoui and Eric Malka during the year of 1996 and in 2009, the company was acquired by Procter & Gamble (The Art of Shaving, 2013). The Art of Shaving has expanded its distribution operation to 66 locations nationwide and the company has the mission “to be a household name for generations to come” (The Art of Shaving, 2013a). In 2009, Art of Shaving was acquired by Procter & Gamble (promoter of Gillette brand). Five of the existing stores of the company were redesigned by Procter & Gamble and new style quotient like pictures, furniture was added in order to reflect The Art of Shaving’s upscale, men’s club brand image (The Art of Shaving, 2013a). Product portfolio of The Art of Shaving has seven verticals such as 1- Shaving Products- Pre-Shave item, Shaving Soap, Shaving Cream, Shaving Bowls and After-Shave; 2- Shaving Brushes- Silvertip, Fine and Shaving Stands; 3- Razors- Fusion Razors, Straight Razors, Electric Shavers, Mach 3 Razors, Blades, Safety Razors; 4- Shaving Sets- Fusion Chrome Collection, Power Shave Collection, Contemporary Shaving Sets, Compact Shaving Sets, Chelsea Collection; 5- Kits & Gifts- skin care kit, 3-piece manicure set, 7-piece manicure set; 6- Grooming & Skincare- Skin Care, Grooming Accessories, Hair Care, Fragrance and 7- Travel- Shaving Products, Lather Goods, Travel Kits (The Art of Shaving, 2013b). ...Show more


In this paper, the researcher will analyze the business portfolio of two luxury men’s grooming companies such as The Art of Shaving and Pour Homme. …
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