It couldn't have come at a better time – Selfridges decision to open a dedicated grooming salon space and spa for men at its flagship Oxford Street store in London, just as Daniel Craig's impeccably smooth Bond makes a killing at the box office.
Which is proven by the fact that appointments were fully booked for the first four days of trading a week before the modern-day barbers had even opened.
Men can enjoy a rejuvenation facial for £46, a bespoke hair treatment to repair and moisturise for £20, back waxing for £34 and a 'hangover cure' – a Bloody Mary, aromatherapy facial and massage for £140. Of course, there is the traditional wet shave on offer, too, with hair cutting and styling.
Called Gentlemen's Tonic, the salon has been founded by ex-City broker Olivier Bonnefoy and includes four treatment rooms as well as the four barber stations, with the hope of cashing in on the £700m current value of the men's grooming market, which is set to rise to more than £800m over the next year.
It's located on the first floor of Selfridges' London store, next to Ralph Lauren menswear and will feature Babassu and Bergamot, Bonnefoy's own brand of skin and hair products specifically designed for men.
Call 0207 318 3709 for appointments.