Classic Meets Contemporary with 1922 by J.M. Keune: a New Line Dedicated to Men's Grooming
One of the hottest and most exciting categories in the industry is men’s grooming. Is there room for a new line?Yes, and 1922 by J.M. Keune is meeting the needs in this arena with a beautifully packaged and complete line of hair care, grooming, styling and color essentials.
“This is big for us,” says George Alderete, Keune North America Creative Ambassador. “Keune is introducing a line dedicated to the men’s market and everything about it is perfectly planned from packaging to ingredients.”
He is talking about 1922 by J.M. Keune, a collection of salon products designed to meet the needs of the male client from hair care to grooming to styling to color. The new line honors the company’s founder, a chemist from Amsterdam who started his brand in, you guessed it, 1922. Named after him, the liquids are housed in handsome blue packaging to pay homage to the apothecary bottles he used as a pharmacist when he blended his first product almost a century ago. The ingredients and formulas keep that tribute alive by incorporating creatine, known for its strengthening properties by rebuilding the inner hair structure, and hemp, known for its soothing qualities and rich in omega 3 and 6 proteins.
Alderete, along with James Lawson Beaumont, ambassador for 1922 By J.M. Keune, and Gareth Palmer, Keune Academy Trainer, are introducing the line to the MODERN audience by using a selection from 1922 By J.M. Keune to transform models in our New York studios: one with naturally curly hair looking for a fresh shape and versatility, and one looking for something more extreme and on trend.
“Color is not just trending but rapidly growing,and viewed as more of an express service to enhance today’s barbering phenomenon,” Alderete says. “The crossover from hair salon to the barber is growing with service opportunities, and the growth potential by offering a quick color service is huge.”
In the U.K., Beaumont is seeing other trends.
“Lately I’ve noticed barbers with hairdressing backgrounds placing highlights to enhance a slightly natural tone or sun-kissed look to add texture,” he says.
For style, Beaumont created tapered silhouettes leaving solid, sharp hair lines from around the ear down to the fade at the nape.
“Crops are fashionable at the moment, showing the fade on the sides and keeping texture on top,” he says.
Check out this behind the scenes video created by Beaumont: