Halpern snaps up male toiletries job

Halpern has been briefed on the launch of Wholeman, a new retail brand seeking to profit from the growing ‘male grooming’ market.

Wholeman is being billed as 'providing all the modern man needs to maintain an optimum appearance'. It will sell hair products, moisturisers and even own-brand vitamins and supplements.

A flagship store will open in London around September – final negotiations are under way with two Mayfair sites. Further stores are planned for 2007. It will also operate online and via mail order.

Halpern beat Clownfish and The Ideas Network in the pitch for the contract, which starts in May with fees of £100,000.

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