NEW YORK — Woody’s Quality Grooming, a men’s shaving, hair and body care brand introduced in early 2004, has infused surf culture into men’s grooming.
The firm, which could top $2 million in revenues by yearend, plans to introduce a styling aid called Woody’s Wood Glue, for an “extreme surf style,” along with a shave oil during the first quarter of 2007.
Founder Barry Shaich, who formerly worked on the professional side of the beauty industry — first for a distributor, then for brands like KMS, Graham Webb and American Crew — was inspired to launch “pro-summer products with a unique, fun, playful attitude,” he said Wednesday from his offices in Santa Monica, Calif.
Shaich also had his own sports marketing firm at one point. He asked himself prior to launching Woody’s at a trade show in Long Beach, Calif., “What’s a guy with a background in sports and beauty going to do?” The answer was, “Make a pomade,” he said.
The new shave oil, an essential oils-based formula designed to inhibit nicks and cuts, will be priced at about $14 for 1.7 oz. Shaich is aiming for the new hair glue to be in the 6- to 8-oz. size range, for $14. It was inspired when Shaich, who is no stranger to barber shops, saw barbers using Elmer’s glue to create “extreme” styles.
Shaich, who at one point drove a woodie — a Jeep Grand Wagoneer — now drives a Toyota Prius and tows a 1965 Airstream trailer he affectionately calls the “hair stream” to promotional events for Woody’s. The hair stream is a veritable mobile barbershop, complete with an antique barber chair. “Wherever the hair stream goes, a party is sure to ensue,” said Shaich, who characterizes Woody’s as “a little Midwest blues and barbershop blended with California sun and surf. It’s old school attitude with new school style.”
Popular Woody’s products include a body spray known as the “love grenade,” thanks to the presence of pheromone in the ingredients. “It has a real attraction reaction,” said Shaich. There’s also the 12-oz. Meat and Potatoes Bar, a 12-oz. soap for $10.95. “It’s packaged like a pound of hamburger,” he added. The 14-item Woody’s assortment ranges in price from $5.95 for a 1-oz. pre-shave exfoliator to $15.95 for the 5-oz. Rescue Post Shave. Shampoo and conditioner, both 8.4 oz., go for $11.95 each, and styling gel, also 8.4 oz., is $12.95.
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Woody’s is found in about 1,000 doors, most of them salons and barbershops. The brand sells to distributors and is carried at places like Ulta, Planet Blue in Malibu and Beauty First. The brand also markets 32-oz. back bar items in packaging shaped like liquor bottles — for a “happy hour shower,” said Shaich.
“With so many women using Woody’s products,” he added, future plans could include sun products for “active, powerful women at the beach — that active surf girl,” he remarked. “We’d like to move in that direction.”