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The Knockturnal attended an exclusive preview for The Shop’s New Men’s grooming line at ELM at 216 Lafayette Street in Soho. Press arrived early but this event was open to the public until 6:30 pm.
The Shop is the community-connecting brand within The SpringHill Company (TSHC), founded by LeBron James and Maverick Carter, that is committed to empowerment through culturally impactful conversations, dynamic live experiences, and a range of bespoke product essentials that embody the essence of a barbershop. Created in 2018 by Paul Rivera and Randy Mims, the brand remains at the forefront of culture, with the award-winning series that brings together your favorite artists, athletes, entertainers, and advocates for unfiltered conversations.
I met other influencers and guests watched a live tutorial and spoke about the seven different products from the Shops grooming line with Stefano Ruggieri.
In addition, I got a fresh line and shaved from world-renowned barber Brownie_blendz.
There is a universal truth to the feeling coming out of a barber’s seat, I felt really good after my haircut cut.
This event was an immersive experience, I was educated about the product line, got a haircut, made new connections, and took photos upstairs on the video screen. This was truly a luxury barbershop experience and product launch.
After high school, as my facial hair grew I was ignorant of proper skin care unfortunately I had ingrown hairs razor bump prone skin and it affected my confidence. Luckily through advancements in my self-care awareness and collaborations such as this, I’ve learned proper skin and hair care and as an influencer, this is especially important for men holistically.
Co-created by Paul Rivera and Randy Mims, The Shop has long been known as the award-winning series where celebrated artists, entertainers, and athletes have culturally impactful conversations, that embody the essence of a barbershop.
Partnering with Parlux Ltd, a leading global beauty company, that designs, manufactures, markets, and distributes prestige fragrances and related beauty products. Parlux Ltd has partnered with founder-led brands, bringing their vision to life through fragrance and beauty categories.
Further building on The Shop’s DNA, rooted in barbershop culture and community roots, the Shop Men’s Grooming Line was crafted with this same intention.
The Shop Men’s Grooming Line boasts seven high-performance products designed for all men addressing universal needs for skin, hair, and beard.
The product line offers multi-beneficial, nourishing vegan, and cruelty-free formulas that are gentle to the skin, simple and effective to use, with benefits.
The line includes an exfoliating Face Wash, soothing Shave Cream, bump-reducing Aftershave Toner, hydrating Face Lotion, deep conditioning Beard Cream, moisturizing Hair Shampoo and Conditioner, and smoothing Hair Styling Pomade. The Shop Men’s Grooming Line will be available on April 1st at Walmarts in neighborhoods all over the country.
Products will be available to purchase at a very accessible price point in an estimated door count of 1,600 Walmart stores. All products will be $9.97 and while the products don’t launch til 4/1, the links are already live on Walmart HERE .
