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the hot lather shave is fantastic. who wouldn t want to sit back and have a beer and have someone take care of their feet while they watch their favorite sport or a news show? we just have to get them over the hurdle of saying oh, that s not the type of thing i do. pedicures, those are also fantastic, too. thank you very much. reporter: but leading converts took time. we were like dealing beauty products out of the back seat of our car. you know, for some reason it felt like you were doing something illegal. you know, throwing out moisturizers and hair trimmers from car trunks. reporter: at one point they used to have three locations, two in the washington, d.c. area and one in atlanta. but the atlanta store was hit hard by the recession, closing after only a year in business. we just kind of made the decision one day that said, you know what, it s been great, we ve really tried everything, but let s get back to our core business. and some of the things that we know are

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