TheMetroMan.com Interviews Founder of Kennedy’s All-American Barber Club, Chris Hurn

Monday, June 7th, 2010

Q. What was your first experience with men’s skin care?

A. No idea? It probably wasn’t good, however. You know, one of those bizarre teenage acne products probably!

Q. What made you decide to create your own line of men’s skin care products?

A. We felt like that was the natural progression for us at Kennedy’s. If we’re offering the best grooming experience possible (haircuts, shaves, facial waxing, etc.), then why not develop something for our customers to use at home? We like to say our shaving products give men the best possible in-home shaving experience… obviously, nothing beats getting a Kennedy’s signature shave at one of our Clubs. But when you have to shave at home, you might as well use the best. I think our customers deserve that, so that’s really the genesis of it.

Q. What sets Kennedy’s Barber Club apart from other brands?

A. Well, there’s a lot. I’m not sure where to start, exactly. Obviously, our membership business-model is rather unique, so much so that we have a patent-pending on it in the grooming industry. We have four membership levels (Life®, Liberty™, the Pursuit of Happiness®, and the Basic Gentleman™) that all offer unlimited haircuts, a complimentary beverage (even beer), and our lifestyle magazine… but as you go up the membership levels, we add complimentary children’s haircuts (for kids under 13 years of age), unlimited facial waxing (nose, ears, and eyebrows), unlimited Kennedy’s signature straight-razor shaves (yes, we’ve brought back the lost art of straight-razor shaves), shoeshines, product discounts, photos on the wall, member humidors, membership use at other Clubs, and so on.

All of that aside, we aren’t really selling haircuts at Kennedy’s like those that think they’re competing with us… we’re “selling” the Kennedy’s Experience and the Kennedy’s Lifestyle – small indulgences and affordable luxuries as I call them. We’re a nostalgic “throwback” to another time when it was the civilized thing for gentlemen to get a relaxing shave with their haircut. We offer a relaxing, professional, clean sanctuary for the business man/professional, aspiring professional, and retiree (all gentlemen) to belong to as their “3rd place” between home and work.

Imagine going to get your haircut and getting a shave at the place that Frank Sinatra went to… that’s what we’re trying to convey – that’s why we play smooth jazz and other relaxing music. Our Members can listen to rock, alternative or country on their way back to the office or home! We also have a very strong patriotic bent. For instance, on Memorial Day, we’re closing all 8 Kennedy’s to “regular” customers, and giving away our services to veterans, active military, and first-responders as our way of giving back. It’s a small gesture, but I think it shows that we’re not your typical “chop-shop.”

Not only do we provide a phenomenal experience to our guests, but we stand for something that’s timeless, that we somehow, slightly moved away from as a society. We’re trying to bring those gentlemanly values and experiences back with Kennedy’s as our “platform.”

Q. Why do you think Kennedy’s Barber Club has been so successful?

A. Well, partly because of the things I just mentioned. We’re not just cutting hair. We’re giving fathers a place to take their young sons to see (and experience) what it means to be a gentleman. We’ve shining a spotlight on the values that made this country strong. We’re providing a place for men to care more about their appearance; for men to enjoy getting the grooming services they need… giving them experiences they deserve… a place worthy enough for gentleman. It’s 2010 – men can indulge a bit themselves these days… they’ve certainly earned it.

Q. What is your favorite product from Kennedy’s Barber Club?

A. It’s a toss-up for me between the pre-shave oil, which I’d never regularly used before, and our shaving cream. The pre-shave oil just makes shaving at home so much more pleasurable – I don’t really worry about cutting myself knowing that my razor really does just glide across my face. We also use the pre-shave oil in the Kennedy’s Clubs now too as part of our 30-step signature Kennedy’s shave process. As for the shaving cream, I think it’s the best you can possible buy.

Without my own hot-lather machine at home (which isn’t exactly cheap, by the way), this shaving cream is the closest I’ve ever gotten to that experience outside of a Kennedy’s Club. It’s really phenomenal stuff, and I shouldn’t say this, but I’m still using the very first jar we produced as a test product back in late January of this year. I think I’ll run out around early July at this point – that’s how long the stuff lasts. Perhaps we need to develop a smaller package of the stuff!

Both of the products have a nice, clean smell to them, as well, not over-powering like so many others’ products. And, let’s face it, if I have to shave at home (which happens far too much for a guy who owns a barbershop franchise), I honestly can tell you that I’ve never gotten a closer shave with any other products… and I can assure you, I’ve tried most of them, if not ALL of them.

Q. What is your largest challenge in running a successful product line?

A. Judging the order surges! You can never quite predict as much as you want to, when these will hit. Sure, we’ll get more orders for this Father’s day, but other than that, it’s a little bit like rolling the dice. And now that your readers know, roughly, how long our shaving cream lasts….

Q. Any new products or exciting things coming from Kennedy’s Barber Club in the near future?

A. We’re busy opening more Kennedy’s around the country. We believe we’ll have about 20 Clubs open by year-end – we already have 152 sold and to be developed over the next 5 years, partly because it makes such a great, what I call “second business”… and that’s been just in the past 18 months when the economic headwinds were just a bit stiff to say the least.

We’re also working on some big innovations which I can’t really discuss now, but assuming they’ll come to fruition, it’ll be HUGE. Our goal with Kennedy’s is to revolutionize men’s grooming – we’re not just in this to have a few shops. So stay tuned… it’s about to get REAL interesting.

Q. Where do you see the men’s skin care industry in 5 years?

A. . Statistically speaking, it’s the fastest-growing segment in the grooming industry. Men are caring more about what they look and feel like. And no, this isn’t any longer a “metro-sexual” thing – they were just the early-adopters, so to speak. Baby-boomers are still fighting the aging process. Younger men are realizing that taking better care of their skin pays big dividends later on.

It’s just a really exciting time to be in the men’s skincare business. Men are finally coming out of the “Dark Ages” in regard to their skin care.

Q. Why do you feel it’s important for men of all ages to take care of their skin?

A. Well, best I can tell, you’ve only got one body! Maybe some will argue this point, but I think you’ve got to take care of your one body while you’re here in THIS lifetime! Not to mention, you’ll look and feel so much better. Why any guy of reasonable means would settle for what they’ll sell him at the grocery store for his shaving products is beyond me! Of course, that’s kinda why we started Kennedy’s.

We don’t think a great haircut and straight-razor shave is something only to be seen in old movies. We think every guy ought to have the affordable luxuries we present at Kennedy’s – every guy should be able to pretend he’s Robert De Niro as Al Capone in the Untouchables with the news media at his knee while he “chats” with them as he’s getting his shave… at least a couple times a month, for sure! That’s the comment I hear the most when guys first experience Kennedy’s. They say, “WOW! I had no idea what I was missing!”

They also say they feel “like a king” or some other dignitary while they’re there. That’s pretty meaningful to us. That’s what we’re trying to offer. We call it being a “Kennedy’s Man.” My favorite comment came from a guy who did a video testimonial for us – he said there’s two truly AMAZING experiences he’s had in his lifetime… one was the Kennedy’s signature shave and the other he said he wouldn’t say on camera!

Q. If you could give one tip or bit of advice to a man who is considering exploring the world of high end men’s skin care, what would it be?

A. Take your time when you shave. Don’t rush it or you’re likely to wound your face. I’d also say, “shave in the shower.” It’s the closest way you’ll get to having a hot towel and steamer blowing on your face throughout your entire shave… without going to a Kennedy’s Club, that is.

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