A look at modern men’s grooming on National Men’s Grooming Day – WWD
Friday marks the 15th annual National Men’s Grooming Day, a day dedicated to men’s personal care and grooming.
Grooming company American Crew launched the annual event on August 17, 2007 to celebrate barbers and stylists and their contributions and dedication to the men’s grooming space, according to American Crew founder David Raccuglia.
“For the first year, we really wanted to give salons and hair salons around the world the opportunity to host grooming events to show their dedication to the craft and to their customers,” added Raccuglia. “The barbershop is a place men go to before every big occasion in their lives, from school photos to job interviews to their wedding day. They are a melting pot of diverse backgrounds, d life events and personalities – but ultimately they provide a space for men to separate from their everyday lives and become a better version of themselves through their grooming practices. we really wanted to celebrate and raise awareness.
Since 2007, National Men’s Grooming Day has been held every third Friday in August. Over the years, American Crew has promoted the day with events and service promotions for men. This year, the brand launched its Regimen campaign, tackling the basics of men’s grooming and emphasizing the importance of a daily regimen for men. They also have a 20% promotion on their style on their website.
The landscape of men’s grooming was very different in 2007 than it is today. For one thing, the grooming habits and practices common in the late 2000s were practical and efficient. Your hair or beard is getting too long, so you cut or style it according to trends. You start showing gray hair and dyeing it a darker color. The products served many purposes such as washing the body, hair and face, and were marketed and sold as 2-in-1 or 3-in-1 products. be considered too pretty or less masculine.
But today, it seems like all bets are off from when American Crew launched National Men’s Grooming Day 15 years ago or even when the brand started nearly 30 years ago.
“Today’s men’s grooming landscape is booming,” Raccuglia said. “Men have found that paying attention to their grooming habits and listening to their Pro’s recommendations has had a big impact on their lives. Men today are much more in tune with their personal style. than they were decades ago.
Today there is room for skincare products like face washes, moisturizers, serums, toners, face masks, lip balms and eye creams. growing in popularity, beard products and styling gels and pomades, and more niche products for manscaping, nail polish from brands like Faculty, razor bumps, ingrown hairs, makeup and supplements. Celebrities and influencers have helped move the conversation around grooming and self-care forward, associating it with self-care and using grooming as a practice for men to slow down, control themselves and prioritize their mental health. Companies like Harry’s and movements like Movember are also leading this conversation.
Modern men have become increasingly interested in their grooming and self-care habits post-recession, styling their hair and facial hair for retro American styles like curly mustaches and dabbling in skincare brands like Kiehl’s, as recommended by mainstream magazines. This opened the door to more practices.
As the 2010s progressed, men turned to skincare brands to deepen their grooming practices. Suddenly, the convenient routine of trimming and shaving your beard now includes a dedicated facial cleanser and moisturizer for the day.
But with social media, men are becoming more comfortable with their skincare practices that go beyond their hair and facial hair, swapping tips on how to better manage their skin. and are more open about how they maintain their magic.
Additionally, the trend is a much broader spectrum allowing men to embrace individuality. A man’s faded haircut (short on the sides and high on the top) paired with five o’clock ombre is considered as acceptable as deep waves and a goatee. During the COVID-19 lockdowns, men have taken more time to experiment and focus on what works for them, from the length of their beard to hair dye and nail painting, to the testing products aimed at women that go against gender norms.
And what we’re seeing, on the 15th year of National Men’s Beauty Day, is a more expressive group of men stepping into who they are, not who they are. meant to be.