by Carla Rosen

Women can spend hours at the salon every other week, at an average cost of $50 per visit. Tradition says that women are very conscious of their appearance and are willing to do whatever it takes to look good. That same tradition says that men have a more functional view of their appearance and are often contended with their monthly 15 minute haircut at the magic price of $12.

While that may have been true many moons ago, most would agree that it is quite an outdated view of men. In fact, nowadays, it seems that men are more interested in their appearance than ever before… and it’s not just the metrosexuals!

This trend is especially true in hair care. It is quickly becoming apparent that the hair salon is not just for women any longer. According to “Hair-Raising Truths” by Regina Molaro, 63% of medium-to-large-size salons polled indicated that the number of men using their services has increased.  To meet this increased interest in men’s grooming and aesthetics, barbershops have even had to change their ambiance and style to cater to men that want more than the simple buzz cut.

Despite the recession and reports that people are extending their cuts by a week or two, many salons are reporting a rise in male customers for haircuts, manicures, facials, as well as other treatments.  Men’s grooming is one of the few product markets equipped to maintain positive growth during the recession, according to leading market research publisher Packaged Facts in its latest study, “Men’s Grooming Products: A Global Analysis.”

Surprisingly, men’s hair products have probably been around as long as women’s products. I’m sure all men remember finding a tube of Brylcreem in their father’s bathroom drawers:  “Brylcreem — A Little Dab’ll Do Ya!”.   For those too young to remember, Brylcreem was a cream-like beeswax-based substance that kept hair in place while giving it a shine or gloss.  It took several washes before getting it completely out of your hair.  Incidentally, the company that made the product started off as a manufacturer of household abrasive kitchen cleaners.

Hair products for men have indeed evolved and are becoming an important industry for cosmetic companies. Yes, it is considered as an industry!  Depending on what report you read, estimates of the total US sales of hair products are anywhere from $8B to $10B a year, and are expected to reach $42.5B worldwide by 2010. The male grooming market has been increasing at double-digit growth rates over the past 10 years in the US and the men’s beauty market remains one of the best performing segments in the personal care sector.

What caused this change in attitude? Some blame it on highly effective marketing and constant exposure to shots of male celebrities with immaculate hairdos and appearance.  In any case, men now realize that their appearance is no longer just functional but a matter of fashion, personal expression, and sophistication.  Big cosmetics companies as well as small salons are jumping on the band wagon and tailoring their offerings to this growing segment.

Despite the obvious increase in interest in hair related matters, women, don’t expect your significant other to notice your new hairdo when you come home from the salon…hey, some things just don’t change!

Carla Rosen
Findsalonspa.com Blogger

- Keeping you beautiful!