Macho Mucho
puts more funk in haircuts
The newest shop of this Mindanao-grown salon-barbershop brand wants to change the way men experience haircuts.
Men’s grooming will no longer be the same now that Macho Mucho Originals, the sixth branch of Macho Mucho in the country, is now open in the Phoenix Compound in Matina Crossing.
“Macho Mucho Originals is a community barbershop concept that is being true to a full-barbershop service, but this time we added elements inspired by our market's individuality and aspirations,” said 28-year-old Macho Mucho proprietor Ralph Layco.
The striking feature of Macho Mucho Originals—the first branch of the brand that is not located inside a mall—is its bar that immediately commands a familiar ambience that is cool.
The modern, youthful vibe evoked by the interiors is a culmination of minute details put into thoughtful design: colorful graffiti, upbeat music, funky fixtures, and selfie-conducive lightings.
The blurred line between a hangout place and a barbershop makes Macho Mucho Originals a standout. There are no intimidating third party marketing collaterals; high-fashion posters of men's hairstyles are nowhere to be seen. Macho Mucho is designed to look like a masculine dresser that any Men's Health or GQ editor would approve.
“At Macho Mucho, we’ve curated a unique experience that will never make clients feel like they're in a barbershop,” said Layco, who operates the business with the genius of his sister Kaye. “Clients keep coming back because they finally feel comfortable to take care of themselves.”
Macho Mucho's signature services retain patrons, while bringing in new customers as instant fans. Haircut staples include Barbercut Plus, a relaxing but quick fix with a hot towel, and the Boss Special for the men who want to pamper themselves with extra services like a shave and a soothing scalp massage.
“The Boss Special was designed to be an improved service of a mere haircut. I noticed that working men are often busy and stressed. With a hot towel and a scalp massage, they leave the barbershop not just looking good but feeling good as well,” he said.
Macho Mucho Originals takes things up a notch with the Hard Day's Night—a service comprised by a haircut, a hot towel, and a cold craft beer from the bar.
“Our primary target market is really the millennial men of today. We stay committed to them because we reflect the young generation’s personality,” Layco said.
His focused effort to develop his brand for this segment has resulted to the success of the Macho Mucho brand. Today, Layco oversees six branches throughout the country: one in General Santos City (in SM), two in Manila (in SM North Edsa and in Venice Grand Canal), and now three in Davao City (in Abreeza, in SM City Davao, and this new one in Matina Crossing).
“Macho Mucho, since the beginning, has been clear [about] what we wanted to defy in the industry. We are the first fusion salon-barbershop and we have a wider portfolio of services to give men more choices than if they were to go to a regular barbershop,” he said.
Layco, who, has long observed and studied the grooming needs of Filipino men, captures his market and grows it well.
“Research and polls report an increasing affinity of men towards looking good and feeling good. Male young professionals belong to a fast growing segment that are adapting to hygiene and vanity products and services,” Layco said, he himself sporting a sleek hairdo. “They don't just get a haircut—they get an upgrade. The men of today know how to take care of themselves more. This is manifested in our innate desire to take control of our life — looking good is an important component of that.”