When it comes to beauty habits, men and women differ dramatically. Which is why Aveda recently launched the new Aveda Men Shop, both within existing salons and as freestanding destinations. The new concept, designed exclusively for men, offers the best in guy’s grooming and maintenance with a distinctively Aveda twist.

The first location in North America was unveiled this week in St. Petersburg, Florida, complete with four chairs and an inviting space where men feel welcomed to shop and make an appointment.

Photo Courtesy of modernsalon.com

Launched by Aveda salon distribution partner Tom Petrillo, CEO of The Salon People, the St. Petersburg location will feature an exclusive app created for the Aveda Men Shop by SalonBiz. The app is designed to make the Aveda grooming experience completely seamless.

Since men place such a high value on speed and convenience, the app and the shop’s self-serve kiosk system, allows the Aveda Men Shop to operate much like a fast-paced barbershop.

Men can walk in and schedule an appointment through a self-serve kiosk, see how long the wait time is, and add themselves to a list for the next available barber, or for the barber of their choice.

There is a comprehensive service menu, including treatments such as a beard detail and hair removal (for ears, brows and nose). And in true Aveda style, a stress-relieving neck and shoulder ritual accompanies traditional treatments, like a basic cut or trim.

So what does a visit to an Aveda Men Shop look like? Well, just manly enough.

Appointments are scheduled in five, rather than fifteen-minute increments (since men’s grooming goes faster than women’s) and men can also monitor their place in line and receive a text when it’s appointment time.

Aveda Men Barberpole, photo courtesy of modernsalon.com

After receiving a consultation and scalp analysis, he’ll receive his treatment—featuring a stress-relieving shampoo ritual—and styling.

Finally, he’ll breathe in a soothing Aveda aroma, and check out from the comfort of the barber chair on an iPad. Of course if he wants to stay longer, he could always sign up for a 30-minute revitalizing men’s skincare treatment to reveal a brighter and smoother complexion, and leave feeling even more refreshed.

But the perks don’t end there. The men’s shops will also feature a very minimalist, male-friendly design, where men can feel comfortable enjoying treatments he may not relish doing in public, like an Aveda Botanical Therapy Scalp Detox.

He can also find a fully stocked men’s product display with offerings such as Invati Men (a botanically-powered treatment for thinning hair), Aveda Men Pure-Formance Grooming Clay, Shave Cream and Dual Action Aftershave.

To locate an Aveda Men Shop, visit www.aveda.com/locator or simply look for Aveda Men signage—or for a retro yellow-and-brown barbers pole.