The Manual

9 Questions for Anthony

Brian Boye, left, and Anthony Sosnick at an Anthony Skincare event circa 2007.

Hi. Nice to meet you. My name is Brian Boye and I’m the executive fashion and grooming director for Men’s Health. I’m also a longtime friend of Anthony — the brand and the man.

In my day job, I talk to 13 million men about strategies to look good and feel confident. I get to work with some industry greats — in fashion, grooming and entertainment. That includes Anthony Sosnick, whom I met when he launched what was then known as Anthony Logistics for Men, in 2000. That picture of us, above, was taken at an event he held at his home for a product launch about a decade ago.

We’ve worked in parallel roles for the past 17 years. But we’ve had the same mission: to help men get the information and tools they need to take charge of their appearance. When we got together recently to catch up, he asked if I would collaborate with him here and across all the Anthony Skincare social media platforms. Easy: YES.

Starting today, you’ll hear more from your favorite grooming brand. We’ll share more here on the website and on social about the things we know matter to you. And we want to hear from you, too. Tweet us your questions, let us know what you like on our Instagram feed and follow our grooming, travel and fitness advice on Facebook. We want this to be a conversation. Speaking of which, here’s what Anthony has been up to.

BRIAN BOYE: It’s been a busy year for you. What’s your 2017 highlight?

ANTHONY SOSNICK: Since we started, we’ve always strived to deliver the best products for our customers. And as much as I can, I like to connect and educate them about the brand. I had a great time at our event in San Diego in June. On the personal side, I take my two sons on a trip every year. This time we went camping in Banff, Canada. It was an amazing trip in one of the most beautiful places I’ve been to in the world.

BB: You are a pioneer in the men’s grooming industry. What’s the biggest change since you launched this brand?

AS: The advent of social media and the power it plays in building a brand. There are a lot of great products on the market, but the key to delivering them to your customer is getting the message to them where they are. The ability to raise awareness through platforms like Instagram and Facebook far exceeds anything that was possible when I started 17 years ago.

BB: What’s the most important thing for men to know about grooming?

AS: First, grooming is not as complicated as some men think. If a guy takes just a few extra minutes out of his day, he’ll see the benefits. And just like working out or eating right, consistency is essential.

BB: What’s the most important lesson you learned as an entrepreneur?

AS: Aside from having a great idea and generally understanding business, you can never really be successful without proper execution. I’ve seen a lot of entrepreneurs with great ideas that don’t know how to execute their vision. The path to success is to surround yourself with the brightest in your field. No one knows everything, and no one person can do it all. This applies to anyone who works. Leverage your colleague’s strengths and use your best people skills to motivate them to do the best work of their lives.

BB: Now, a few rapid-fire questions: Song you’re listening to on repeat?

AS: “Wagon Wheel” by Old Crow Medicine Show. Because summers are meant to kick back and have a cold one with a tune like this.

BB: Most interesting place you’ve visited in the past year?

AS: Banff, Canada.

BB: What’s your Starbucks order?

AS: I’m not a caffeine guy so I would have to say whatever herbal tea I feel like having at the moment.

BB: Your favorite Anthony product?

AS: The Invigorating Rush Hair + Body Wash.

BB: What sunglasses are those?

AS: Ray-Ban’s “New Wayfarer” in black

 

 

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