Barber joseph lanzante's guide to the perfect wet shave

The majority of men prefer the clean shaven look, yet very few places on the local high street offer a traditional wet shave. 

Some salons or barbers who offer traditional male grooming services have noticed a huge increase in demand for the service in recent years.

Barber Joseph Lanzante in Clitheroe, Lancashire says: "Five years ago my shave business was pretty much non-existent. However, men's attitudes are changing and it's become extremely popular.

"In December, I sold 360 gift vouchers for wet shaves"

Adding wet shaves to the menu can be a savvy move. It doesn't take long to train in the wet-shave business, start-up costs are low, and you don't need any additional room to get started.

A start-up kit of high-quality Edwin Jagger hardware, which includes everything you need to get started, plus a selection of retail products, will set you back about £320, which, says Joseph, is worth more than £1,000 in retail value, so will effectively pay for your training.

So, for a little more than £500 you could be offering wet shaves and giving your salon a whole new dimension. "It's hugely profitable," says Joseph.

"Each shave takes about 20 minutes and I advise charging between £12 and £25, depending on where in the country you are located. The shave products retail extremely well and the profit margins are high."

Joseph Lanzante's guide to the perfect wet shave

1. Apply a pre-shave lotion to face and neck to soften the beard and exfoliate the skin, removing any dirt and impurities. 
2. Cover the face with a piping-hot towel infused with tea tree oil - simply heat the towel under boiling water - to open the pores and make the beard stand up. 
3.  Apply a high-quality shaving cream to the face in a circular motion using a badger bristle brush. Aim for a creamy texture. 
4. Shave towards the growth of the beard, and once you have completed this, re-apply the cream and repeat the whole process. 
5.  Wipe off any excess cream and place a freezing towel on the face. This closes the shave and stops the blood flow. 
6.  Fan the face with the towel to take off any moisture, before applying a good quality moisturiser that will penetrate the pores. 
7.  Splash cologne around the shirt collar - not the face.   
8.  Your client is clean shaven, relaxed and ready to go!

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