 For most men grooming is still completely alien like science, as impossible to understand as nuclear physics (and there are probably more men that fully understands the theory of relativity than gets the basics of grooming).
It's way easier for girls as they pick it all up from their mothers and/or friends. And though this is now changing, the chances are that if your dad is over 40 he will have taught you zip, except maybe for some basic shaving tips. In my case this was my dad telling me I could use a rough towel when I just started getting those extra long though ever so light and soft hairs – it was actually my mother who bought me the first shaving kit. Cosmetics for men are a growing industry though now. The last few years has seen almost every major brand launching special ranges for men, and sales are proving that men are keen on this new development. Though always a bit slow off the marker, even Swedish men finally seems to have got the message. In Stockholm two new concept stores, Grooming and Buff, have opened that are almost entirely focused on men and they are both aiming to expand and become chains. What is really interesting is that it is not only basic cleansers and moisturisers that are selling, but whole ranges of products and treatments are flying off the shelves. Even make up, though often called correction products, seem to receiving more interest from men. What is it that has driven this strong development the past few years? Obviously there is money in it for the cosmetics industry. With the second half of the population starting to use a whole range of products, literally billions of dollars are at stake. It might also be about equality. Women have always had the pressure of having to look fresh and fabulous and now they have started expecting the same from men. You could say that the macho look is out (which isn’t really true, but the scabby macho look is most certainly out). Men, eager to err .... "sow their seed" (like any male species) are quick to adapt to this new phenomena. In all honesty I do think that men are starting to take note of all the advertising just like women. It was just a matter of time before men would get the hint when they saw their girlfriends drool over hunky underwear models and toned A&F guys all around them. The big difference between men and women though is that women get a natural education in using products; from their mothers, sisters or friends. For men it is still more common that the education is being done the other way around, with sons teaching their fathers. With today’s development this will soon be a faded memory, just like the sight of men’s empty bathroom cupboards which hold a lonely shaving kit and a bad after shave (oh the horror of splashing alcohol on dry skin). That woman are from Venus and men are from Mars is a well established fact, and the industry is adapting to this and developing products specifically aimed for men; including ingredients, extensive ranges, packaging, marketing and end results. At StockholmFashionDays.com we have realised the fact that men are keen to read manuals (is there anything more exciting than a big phat manual for a Ferarri?) and is therefore starting a grooming school for men – to help in a way that men will understand and hopefully enjoy.
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