SHOTLIST 1. Various shots of pedestrians in central London 2. Close up of 'Whole Man' sign 3. Wide shot exterior of 'Whole Man' shop 4. Mid shot of client having face steamed 5. Wide shot of client having face steamed 6. Close up of client's face 7. Set up shot executive chairman of 'Whole Man', Bob Ager, chatting to staff on shop floor 8. SOUNDBITE: (English) Bob Ager, Executive Chairman, 'Whole Man' "The reason why we went down the male only route was that women were more than adequately provided for, I mean, if you look in every department store, the lead department is the cosmetic hall. And of course, cosmetic halls also sell men's products. But the problem is they're spread right throughout the hall so it's quite difficult for guys to make comparisons between the different brands. And the whole environment in a department store is fairly alien to a guy who's rushing around avoiding being sprayed and it's not the sort of shopping experience that most guys want." 9. Various shots of customers buying products 10. Tilt up showing products on shelves 11.Close up shot shaving products 12. Set up shot Gavin Wight SOUNDBITE: (English) Gavin Wight, Shopper "Men's grooming is obviously, you know, a growth industry so it's something that us guys need to look into rather than just let the ladies look after themselves, we need to look after ourselves as well." 13. Set up shots of Keith Ronson testing products. 14. SOUNDBITE (English) Keith Ronson, Shopper "It's quite good to be able to come into a shop like this and get advice, have a look at different brands particularly the sort of brands from Europe that seem to be a little ahead of some of what I call, the mainstream brands." 15. Wide shot of facial treatment 16. Close up of Adam Cozens having facial treatment 17.Cutaway of Adam Cozens' feet during treatment SOUNDBITE: (English) Adam Cozens, 'Whole Man' client: "My best mate, when we go out for example, we're just about to go out drinking, you know, always the shower routine etc because you want to smell good, you want to look good when you go out and only recently, me and him both started using moisturizer to help the skin look good cause obviously when you're in a crowd in a smoky place, you can tell when the skin looks dry, so we've started using that." 18. Set up shots of James McCoy SOUNDBITE: (English) James McCoy, Senior Market Analyst at Mintel: "I think there will be great resistance amongst the general male population in the UK to undertake, to go for a facial or to have their eyebrows done. There will be, there will always be a small proportion of the population who were probably visiting women's clinics previously but now there are men's clinics in which they can feel more comfortable. So I think you're talking about a niche there and it will remain a niche I think for a long time." 19. Wide shot pedestrians 20.SOUNDBITE: (English) Peter Hazell, motorcycle taxi driver (vox pop): "My grooming technique consists of a shower and brush teeth. Maybe a dab of aftershave if I'm going out but not very often." 21. SOUNDBITE (English) Tony Burke, painter (vox pop): "Bath, shower, whichever, use shower gels whatever but other than that, that's about as far as I'll go, deodorants, aftershaves." 22. SOUNDBITE: (English) Sean Harman, Independent School Administrator (vox pop): "After I have a shower, just put some gel in my hair and yeah, that's pretty much it." 23. Mid shot of man walking past 24. SOUNDBITE: (English) Sherif Salah (vox pop): "I don't think men should use moisturisers. Not because they shouldn't look pretty. But I think it's hey should just look as they are. And er, people will accept them this way." 25. SOUNDBITE: (English) Mark Holloway, Software Trainer (vox pop): You can license this story through AP Archive: http://www.aparchive.com/metadata/youtube/2afb8ab9d7589ceed527b35bd4745fc2 Find out more about AP Archive: http://www.aparchive.com/HowWeWork

• published: 21 Jul 2015
• views: 0