Ever heard of the Art of Shaving Barber Spa?

As their website explains, the Art of Shaving Barber Spa is a unique concept that combines traditional barber services with aromatherapy skin treatments. The concept is an extension of the Art of Shaving brand, which was created in 1996 by the husband-and-wife co-founders Myriam Zaoui and Eric Malka. (The brand was acquired by Procter & Gamble in 2009.)

The question is: what can we learn from the Art of Shaving brand?
To begin, let’s take a quick peek at the description of the book (featured on its back cover) Myriam Zaoui and Eric Malka wrote titled The Art of Shaving:

The average man will shave approximately 20,000 times over the course of his life, spending the equivalent of 139 full days doing it. He will shave off 27 feet of hair, from a total of 30,000 whiskers on his face. And he will probably be doing something wrong. So he’ll suffer nicks and cuts, ingrown hairs, and rashes; his five-o’clock shadow will arrive before lunch, his neck will be irritated and red, and he’ll get razor burn. Instead of reaping the benefits of a daily grooming regimen, he’ll only suffer. Needlessly.

The Art of Shaving will solve his problems (as well as the related problems of anybody whose cheek gets burned by his razor stubble). He’ll choose the correct brush and razor and blade; he’ll take more time lathering up properly and less time tending to bloody shirt collars. He’ll feel better and look better. And he’ll adjust his perception of this morning ritual, bringing art and passion to a daily routine.

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Parting suggestion #1: Human needs change very slowly. Assuming you’re addressing the right ones.

Parting suggestion #2: Turn issues into simple, emotional benefits.

Parting suggestion #3: The Art of Shaving is an example of an easy to understand, niche, and talkable business. At its core, it seems, is an authentic story told well & focused on differentiation. This is why it probably intrigues you across many dimensions.