Wholeman will sell a range of its own products including skincare and grooming products along with treatments and massage with an emphasis on enhancement rather than beautification. There will also be an own-brand range of vitamins and supplements.
JHP has created the brand identity and packaging for Wholeman. The store's finishes include rough pumice, and the packaging is sleek and black, and with subtle references to the periodic table of elements and the reassurance of science.
Steve Collis, joint managing director at JHP, said: "We males can be shy creatures and despite the best efforts of football stars and chat show hosts, any suggestion that we might be overly concerned about our bodies can still bring on surges of machismo and embarrassment."
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