Home' INSTYLE Magazine : INSTYLE SPTOCT 2016 Contents REBOOKING RATE
Target: 50% So far: 45%
Rebook 6 of 10 clients left to meet target
Two worlds in that when educating
for many high end salons, Jesse noticed
male clientele were their second priority
and within a barbershop context, it was
that 'in-and-out' mentality.
"So there was never a full service
for a guy to really enjoy himself, and I
felt terminology was so important to
elevating this as well," said Jesse, King of
vernacular for gents.
And that's why Jesse jumped onboard
"With a full men's grooming line we
had the opportunity to go into both
of these worlds. V76 is built around
the consultation, and we understand
there's no set way of doing this -- from
the traditional barbershop to high-
end salon, there's so many ways to
groom a man and our education caters
accordingly," said Jesse.
At V76 it's not about dictating an
approach, but more a suggestion as to
what every man's salon experience
should be like; what the result should be,
and how you talk to a man is imperative.
"I like all this length, I could see you
getting it longer," the live consultation
"At the moment there is just surface
change around the perimeter, if you
want to change something it needs to
be internal. And I would create some
shorter pieces up here."
"You don't tell a guy you're going to
layer his hair, the first thing that comes
to mind is his girlfriend's haircut."
Jesse really does have a masculine
terminology for every technique in
the chair, and V76 has a product set
Categorised into three skews -- Well
Groomed, Boldly Barber and Face
Forward -- the creators of V76 have
formulated and marketed with not only
every guy in mind, but every salon. e
strategy is not to be one type of man's
brand, but appeal to everyone from the
ninth grader to the corporate thirty-
something and maturing tradesman.
ey want to be a part of every man's
life, and therefore every salon's
Well Groomed is all about everything
that has to do with your hair. From
Energizing to Brightening Shampoo
for Silvering Hair, Tonic Hair and Scalp
Spray and hero product, Tex Texture
Paste. While Boldly Barber reps the likes
of Hydrating Gel Cream, Smooth Shave
Cream and the line's versatile Beard Oil
(Jesse uses it as a styling product), Face
Forward hosts the V76 Body Wash, Lip
Balm and Detox Bar Soap.
"Unlike some men's brands that
have been around for 10 -- 20 years,
all V76 formulas have been created in
products feature super new technology.
Everything moves so fast now, literally
when we're in the final stages of product
development, the baselines are being
redone because a newer technology
has been released," said V76 General
Manager, Dave Peterson.
All American, V76 is manufactured
and all ingredients are sourced in
the US. So honorary, even the three
distinct scents (designed specifically by
independent fragrance houses) reflect
the red and blue.
"V76 is defined by three signature
scents, Desert Lime, American Rivera and
Blue Cedar and they are each inspired by
different regions of the US, and with a
unique story to tell," said David.
Not unlike the V76 man, always at
the fore of an exclusive journey and
helm of a standalone future - and the
V76 branding presents this with ample
engagement. Rather than the clean,
cropped, Abercrombie-style dude,
V76 features everyone from the salty
high-schooler to cold-pressed hipster,
countryman and corporate cat.
And for this, you're going to start
noticing V76 not only at salon reception
desks (cue: Detox Face Bar, the perfect
entry point for men and women), to
the Lip Balm-ready checkout desk at
fashion boutiques such as Incu, humble
barbershop and high-street salon.
"In order to be alive in the men's
market you have to be out there like that.
Take Incu for example -- it's such a well
curated store you instantly feel like you
need everything, and this only aids the
credentials of the professional salon,"
But what you won't see so often is a
space stocking the entire portfolio of V76
products, another important part of the
"V76 doesn't ask people to carry the
entire line," said CEO of V76 by Vaughn,
"We're not rigid like that. You have to
be able to let it live where it needs to live
at an edited version. e more that men
see the brand and in different iterations,
the more comfortable they are that
they're making the right choice."
V76, the right choice indeed.
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