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Global Grooming Brand ê Shave to Open Second Store October 1, 2008 in New York City
eShave New York is opening its doors, once again, this fall. This will be ê Shave’s second retail location in New York City, located in the winter garden at Three World Financial Center. A convenient shopping destination!
By: Shelly Cellak
This will be ê Shave’s second New York store --- the first eShave New York is located at 993B 1st Avenue (between 54th & 55th Sts) in NYC, which opened in September 2007, and has proved to be a huge success. The company plans to open additional stores throughout the country and around the world with a goal of 10 new stores in 5 years.
“We are thrilled to be opening our second New York store in one of the city’s oldest shopping districts,” commented Danielle Malka, President/Founder of ê Shave. “Our new location will continue to deliver ê Shave’s ongoing mission of providing the highest level of customer service with products that deliver the smoothest, closest shave possible.”
ê Shave’s unique product line includes award-winning luxury shaving brushes, hand-sculpted shaving razors, highly moisturizing and incredibly lathering shaving creams, after shave creams, art-inspired sculpted shaving sets, as well as traveling shave kits and essentials.
With ê Shave’s emphasis on customer service and education, this new store will offer the same complimentary shaving consultation as the company’s first retail location. The shaving consultation serves to educate customers on not only the proper shaving techniques, but it shows them how to use the products correctly. In addition, the on-site staff is trained in knowing which products are best suited for individual skin types so customers can feel confident that the staff recommendations are truly what is best for their skin. All of which helps to create a shaving experience that is enjoyable with results that deliver.
Malka launched the brand in 1996 and created a revival of the wet-shaving industry. She reinvented the way people think about shaving with art-inspired shaving accessories and products that speak to a new, younger, fashionable audience. The appeal is both to the brand’s concept of modernizing the wet-shave and to the unique educational-
Over the past 12 years, ê Shave has become an international brand with worldwide recognition. Today, ê Shave products can be found in the most luxurious and exclusive retailers in 15 countries and in over 300 US stores including upscale boutiques, and luxury spas such as Hyatt Hotel & Resorts.
In addition to the new store opening, the company is unveiling the redesign of its packaging. Always on the cutting-edge, ê Shave’s new packaging was inspired by today’s forward-thinking influencers in the fields of fashion and architecture. The new product labels showcase a bold, dramatic look with a dark-charcoal background and colors that are more enhanced with bright, metallic tones. ê Shave also incorporated an organic element to their unique design by adding a soft curve to the bottom of the label, to help bring a sense of continuity and balance to the design. The graphics on the new boxes will showcase a silver illustration of the product on a dark charcoal background. The new design is very sexy and edgy, both of which customers have long associated with the ê Shave brand.
EDITOR’S NOTE: Hi-res images available upon request.
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About ê Shave
ê Shave, defined by their unique style and unparalleled luxury, is known around the globe for their beautiful and sophisticated collection of shaving essentials. Based on the principals of fine jewelry making, ê Shave creates one-of-a-kind, artistic tools and accessories. ê Shave continues to be the only company that hand-sculpts its own designs to appeal to the discerning tastes of aesthetically discriminating and design conscious men & women. ê Shave has modernized the wet-shaving tradition.
ê Shave products are available online at www.eshave.com as well as at eShave stores in New York City and in select upscale retailers/spas worldwide. 800-94-SHAVE