By  on July 22, 2005

NEW YORK — Le Petit Spa's newest location, at 900 Second Avenue, has partnered with men's grooming brand E Shave for the so-called E Shave Shave, a hot-towel and straight-razor shave given in a special room dedicated to men's services.

The move is part of a wider effort to have the business appeal to male clients, Le Petit Spa executives noted.

“We’re trying to build our men’s clientele,” said Howard Kohlenberg, executive vice president and general manager of The Spafumerie & Le Petit Spa — a space whose 600-square-foot retail storefront conceals a 2,500-square-foot trove of six private treatment rooms along winding corridors. “[Attracting men] is a tougher thing to do, that’s why we did the men’s treatment room. But,” he added, “we think it’s really up-and-coming. Men are taking better care of their skin.”

The location, which is on the corner of 48th Street and Second Avenue, is Kohlenberg’s second spa. Kohlenberg’s father, cosmetics industry veteran Stanley Kohlenberg, opened the family-run company’s first perfumery and spa, a 2,000-square-foot space at 140 East 34th Street, in 1998. Howard Kohlenberg’s wife, Christine, is creative director.

Merchandised at the second La Petit Spa are brands like Dermalogica, L’Occitane, Nickel, MD Skincare, Tocca, Slatkin & Co., Korres, Redken, I Coloniali and Geo. F. Trumper. Also lining shelves are fragrances such as Polo, Armani Eau Pour Homme, Ralph Lauren Blue and Fracas.

Howard Kohlenberg expects the new Le Petit Spa to generate between $500,000 and $1 million in first-year sales.

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