Toronto - May 15, 2008
1. Close of shaving products and skin care products
2. Wide of men's salon shelves with products
3. Medium of man being handed shopping bag
4. Medium of man in mirror combing hair
5. Close of men's products
6. Set up Glenn Ritchi from Aveda distribution company, Collega
8. SOUNDBITE: (English) Glen Ritchi, Collega for Aveda:
"The market is huge, every company, every corporation is trying to find how we can tap into the male market. Currently, right now the statistics are indicating that $5.5 billion is spent on male products but only 3% of that are geared specifically towards men's products so corporations are trying to determine how to specifically tailor a brand that men will gravitate to."
9. Exterior of "Gotstyle The Menswear Store"
10. Interior cash area at Gotstyle
11. Medium of man shopping for clothing
12. Wide Gotstyle spa
13. Wide of man getting haircut
14. Close of manicure
15. Close of pedicure
16. Wide of towel on man's face
17. Close of facial
18. Wide of towel wrap on face
19. Set up Melissa Austria, Owner and Founder, Gotstyle:
20. SOUNDBITE: (English) Melissa Austria, Owner and Founder, Gotstyle:
"Men are inherently lazy, so they like to come to one spot and get everything done so that was where the concept
of having everything from jeans and t-shirts to tailor clothing to socks and underwear, everything all under one roof. We originally were just going to have one barber's chair, but as we did more research on spa use we found out that it's the fastest growing industry so we incorporated a manicure and pedicure room, the massage room and also for the facials. "
21. Wide of man getting haircut
21. Set up Ryan Priest, spa client at Gotstyle
22. SOUNDBITE: (English) Ryan Priest, Graphic Designer, Toronto, Spa Client:
"I'd say you'd be lying if it didn't, but at the same time you don't want to necessarily be like them (male celebrities), but there's something that they seem to be achieving that I think a lot of young men want to get as well, the attention from the ladies is definitely important. "
23. Set up John Priest
25. SOUNDBITE: (English) John Priest spa client at Gotstyle:
"For me it's important, I run my own design company and it's important that I have a sense of fashion and design in
how I appear. On the personal side it's important - people judge you by the way you look especially girls
nowadays as much as we want to try and deny that it is the truth, so we like to feel good and look good and it's not so much about just the clothes anymore it's a whole package so everything from how your hair is to your skin to just presenting yourself in the best way possible."
26. SOUNDBITE: (English) Melissa Austria, Owner and Founder, Gotstyle:
"We're getting a lot of guys who would have never have gone to a spa before so a lot of newbies, because the spa is
more casual in feel. There's no tricking water. There's no new age music and there's no women in bathrobes so we
get a lot of guys who initially are very intimidated to come to the spa plus the names that we have. We have the
'handjobber' for the manicure, 'the big rub for the massage', it's very tongue in cheek so guys do feel at ease coming here. "
27. Men's product bottles
28. Close of male inspired packaging of products
29. Wide of a shopper looking at men's products
30. Medium tilt from pedicure to man's face
31. Wide receptionist
The demand for spa services for men is rocketing in north America according to industry researchers.
Now a new breed of store is emerging that offers the metrosexual male top to toe grooming from t-shirts to top up tans.
in front of the mirror was 'important' or 'very important'.
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