News & Reviews

Launch of Jason Shankey 'Expert' range, July 2010

Jason Shankey, one of Europe's leading authorities on Male Grooming with salons in London and Belfast, has just launched his own grooming collection.

Called ‘Expert', the 6 products (shave cream, moisture balm, scrub, hair & body wash, muscle rub and hair styling paste) are designed to offer the modern man a total daily regime for skin, hair and body that takes no longer than 10 minutes!

One of my favourites is the Exfoliating Face & Scalp Scrub which you can use to gently remove dead skin cells and debris from both your face and head! Now you can see why this daily grooming routine doesn't take so long. Another product with multi-use function is the Warming Muscle Rub which soothes any aching muscles and moisturises the skin at the same time.

I worked with Jason to write the packaging copy and marketing claims for his products. One of the special ingredients in the shave cream and moisture balm was a hair growth inhibiting peptide complex (AC HFCI Complex) which limits the anagen phase of hair growth and slows down the growth rate. It's a really innovative ingredient but not one that that ASA will recognise any time soon so I had to think of alternative and creative ways to get around that with the copy. Also, given the male audience, it was important to be snappy and to the point with the descriptions so we made use of bullet points and straplines.

I'm really proud to have played a part in the launch of this groundbreaking range of products. Jason was a pleasure to work with - a very dynamic and engaging entrepreneur.

Jason Shankey Expert products are available at www.jasonshankey.com/expert and at his Fulham and Belfast male grooming salons.

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