"You might be surprised to sit down with a bearded man, not a tramp, but Affleck, who nominated the best actor. "At the end of the Oscar ceremony, the host of the audience to laugh at the road, said Jimmy Canmore. In fact, he also left a face beard, just a little shorter than the best actor Casey Affleck's beard.
Not only Casey Affleck and Jimmy Canmore, including Ryan Gosling and Chris Evans chose the beard shape, not shaved.
Compared with Casey Affleck's face in his daily life, his beard is short in the movie "Manchester on the sea".
And in this year by the 80 thousand "charm" magazine readers voted the sexiest 100 male, with more than half of them with a beard, the top ten is accounted for eight, including the "Fifty shades of grey" starring Jamie Dornan, British drama "Pohl Dark" starring Aidan Turner, "Twilight" actor Robert Patttinson etc..
Has the beard come back? At least some of the data show that.
The latest survey shows that Simmons Research market research company, more and more male beard, currently 39% of American men with beards (don't shave 20% people), the number was 15% higher than 5 years ago.
In the UK, founded in 1997, the men's hairdressing brand Captain Fawcett, has been quite stable, but in the past 4 years, rapid growth for the company, according to the offer "curiosity daily (www.qdaily.com)" data, to maintain an annual growth rate of up to 40%.
Captain Fawcett men's care products.
This brings at least two changes to the original quiet male beauty market: on the one hand is the beard care products become more emerging market segments, more and more oil, jelly, beard beard, Hu Xushuang beard hair, beard, moustache wax soap and other products; on the other hand, the shaver market growth slowed last year the razor market revenue growth rate dropped to 2.4%, is the third year slowdown, and this trend is expected to change not before 2020. The situation in Western Europe is not good enough, shaving sales began in 2014, the decline in each year, is expected in 2019 will not be reversed.
The investigation report Euromonitor 2015 also corroborated this point, the United States men's care products (including nursing, nursing should be must cream oil, wash water and protect Hu carotene) sales reached $3 billion 400 million, an increase of 4%, while the growth rate of shaving products is only half of it.
"I believe that the tide is bad. "Alfredo Ortiz Catedral" Daily Mail "curiosity (www.qdaily.com), in 2012 he founded the Broolyn Brooklyn Grooming to support the brand," by Broolyn is not only creative, artistic atmosphere of inspiration, we want to remind people of Vitoria, and enjoy the time that the traditional way to treat retro beard. "
Brooklyn Grooming star product line Commando, comes from the expression "To Go Commando" idioms (originally a dangerous task, then refers to wear trousers but do not wear underpants, risk-taking behavior) outstanding Commando retain only raw natural flavor, without additional flavor characteristics.
Alfredo himself is hard to say that he is boosting the trend of this retro trend, or the trend of those who cater to him, the only sure is to benefit from this. A similar small company like bamboo shoots after a spring rain as run out, such as established in 2012 in the United States must support electricity supplier brand Beardbrand, the content of marketing in less than a year, the monthly turnover jumped to $120 thousand; for the main natural persons shall run occupation launched oil little French brand Lames et Tradition first. Founded in 1995, is 2015 to achieve a profit; and was born in 2015, the core product is the American brand Big Wood beard comb Beard Combs, now under the drive of the market have developed all kinds of whiskers surrounding care products......
These new brands are the founders beard loyalists, not only to all kinds of bold and exaggerated beard style show, also hope to use their own brands to lead the trend of beard. The boss of Beardbrand in its official website on 2012 wrote, for the west coast of Portland in the United States PK beard contest (West Coast Beard Mustache Championships) experience gave him the idea of brand support shall be established.
In addition to the regional beard modeling competition, as well as a global event, pictured in the 2015 session of the global beard PK contest participants.
The smell to the new fashion is more than these small companies, large companies have also joined in.
Fashion brand Tom Ford launched a series of beard care products in 2014, the beard care oil in these two years are often in fashion magazines or beauty bloggers included in the list of recommended care products for men. As early as in 2004 to get involved in the field of men's skin care L'OREAL also added 15 new men's care products in 2013, the market reaction of beard moisturizing cream is also good, on the Amazon rated above 4 points (out of 5).
Tom Ford beard care oil
In Instagram and Twitter, there are many similar #beardgang, #beardgods tag, pictures of about 5 million, and on the other Master beard suggested in the social network is everywhere.
More men's cheeks are growing, and Captain Fawcett is excited to describe the market that it has run for 20 years. They find the topic constantly beard model Ricki Hall in the last year of cooperation, and this year to 7 Moonrise is called a "modern gentleman guide" (The Quintessential Grooming his Guide for the Modern Gentlemen) book, released in the United States, Britain and Europe, publishers have a good talk.
Captain Fawcett last year launched the Million Dollar bottle of bearded oil, which is floating in the 23K gold flakes.
"Cultural, gender, and social constraints are becoming more mobile, and when the world is changing so fast and the future is uncertain, the appeal of the past has become particularly strong. "Captain Fawcett looks at this wave of retro fashion," said the beard as part of an interest in modern gentlemen, and that's how they show themselves to the world. "
For men, the beard has always been more than just appearance, it has a profound social and cultural symbolic significance.
We can pull the time a little bit longer. Once the beard is a symbol of power, only the ancient Egyptian Pharaoh beard. In 1830 and 40s, he became entangled with the socialists of europe. A man named Friedrich Engels (Friedrich Engels) the young man, is the day with Karl Max (Karl Marx) jointly drafted the "Communist Manifesto", among friends organized a "mustache night" activities, to shave the bourgeois "vulgar ethos" mocked. Marx himself also has a big beard.
To 1830~1880's, because the gold rush came too much overnight, the beard has become a basic decoration of the bourgeoisie, the financier Jay Gould (Jay Gould), steel magnate Andrew Carnegie (Andrew Carnegie) and De Bilt railway tycoon William Henry Van (William Henry Vanderbilt) have grown a beard.
According to the New York Times, Hu has become a symbol of a middle-class man. The new "beard movement" advocates "put forward, hold on the beard, is a sissy fashion dictatorship", leading the world is full of "a woman face man".
But after around the world set off against the trend of the militants, keep long and untidy Beard said the challenge against capitalism, including the capitalists, and respectable men began to avoid the image, to carefully manicured moustache, or simply do not leave.
You will see that the popularity of the beard is a bad thing between the political left and the capitalists, as a symbol of wealth or power. Until now, these are still affected, according to the study of Australian psychologist Barnaby Dixson and Paul Vasey, both in New Zealand in this modern society, or in the Samoa tribal culture, bearded man was regarded as a more radical and more powerful image.
As the most important facial features different from women, the beard has a similar impression in women. British psychologist Northumbria University found that women tend to think bearded men become more aggressive, more manly, older more mature -- probably more than three characteristics of the comprehensive treatment, women tend to believe that the higher the social status of men with beards.
In short, the beard is regarded as a manifestation of male charm, modern society is more of a beard and fashion, mature, sportsman and other labels linked together, which is probably the cause of the beard in favor of Hollywood.
Recently, however, the beard has become more popular, with the recent popularity of the back of the head of the oil also has a relationship. This oil head shape, in the last century, the 30 -50 era can be popular, popular with the country rock singer's favorite, and later by the upper class gentlemen favor, but also a symbol of successful people. Care is also very simple, usually the men on both sides of the hair shaved head, the head has long hair combed back together, with little oil, wax stereotypes, retro and stylish.
Murdock, the UK's high-end barber shop in 2006, discovered the combination of a big beard and a head of oil in the east of london. Senior Murdock Alex Glover told the barber "curiosity daily (www.qdaily.com)", whether it is Saville Street (the street of London tailor), famous men's clothing designer Patrick Grant tailor, and Hollywood star Brand Pitt, Ryan Gosling (Ryan Gosling) ("Philharmonic city" actor), including star football coach Andre Villas-Boas and Pep Guardiola growing a beard, the beard is no longer used to cover the mask, and became the symbol of men's lifestyle and occupation identity.
To this end, Murdock has also set up a club called Better Beard Club, which has a variety of members of the fine beard shape, through online and offline activities to communicate with each other. A whiskey cocktail party held for the opening ceremony of the club will directly promote their independent brand Beard Care Collection to enter the market. This series of beard moisturizing cream get the "best beard nursing new product" title in the seventh session of the GQ magazine Beauty Awards, also the balance of water and wash PH Hu is now supporting carotenoids Murdock popular products.
Murdock also created a beard care three steps respectively will be used in shampoo, cream and beard beard beard care oil. Store support service shall be divided into 3 categories, the most popular is the beard trimmer + repair after nursing for 15 minutes, according to the daily beard; if is beard styling design and trim, you need 30 minutes; and if the old-fashioned straight razor and shaving the hot towel, you need 45 minutes.
Shanghai also appeared in this kind of special services to provide Barbershop stores. 5 years ago, Anna Elliott left England, came to Shanghai, I think this is a trend, she opened in 2015 in Shanghai Doc Guthrie's. Another founder Dylan Byrne told "curiosity daily (www.qdaily.com)", "we don't have a female guest business, nor do those trendy style, we only do the traditional old-fashioned classic. "
"People's tastes are changing and the retro trend is becoming more and more recognized," Henry said. The shaving is to let others know themselves in a way that is now searching for traditional but also a kind of delicate way of life pursuit. "He is another Shanghai retro I Muse Barbershop barber shop owner, began to provide this service to them in 2008, but male and female guests reception, but specifically for men opened up a special area.
Unlike the barber shop, two stores in many foreign customers, "curiosity daily (www.qdaily.com)" reporter to do an interview, see almost all foreigners, but Henry said the I Muse Barbershop customers in 30% of foreigners, Anna Elliott Doc Guthrie's said the foreign customers have 40%. They have mentioned that although the East is not thick beard because of physical reasons, the beard is not as much as Westerners, but to the store to increase the consumption of Chinese customers.
This may be related to the increasing casual dress and the gradual easing of workplace dress requirements. "In the workplace and more people can accept face beard, few employers will ask every staff a clean shaven," Mintel personal care products analyst Gabriela Elani said.
Anna Elliott said in the creative and Internet industry company of beard requirements are relatively relaxed, such work may not be as stipulated in law firms and banks that need employees to wear suits, tie, shaving, employees casual but decent dress and dress up is acceptable. She came to the store a lot of these practitioners.
In fact, technology heavyweights also pushed this popular, such as Google (Google) co-founder Sergei Brin (Sergey Brin), Salesforce founder and CEO Mark Benioff (Marc Benioff) is one of several prominent examples, that the "New York Times" that beard back to business.
Sergei Brin
Mark Benioff boarded the cover of "Forbes" in September last year.
It is interesting that many people put the end of the beard strange in 1901 invented the safety razor Kim C Gillette (King C. Gillette) on the head, while Gillette is indeed in the razor market has been the champion. In the manual razor market, Gillette ranked first for many years, more than 70% of the market share can be said to be an absolute monopoly.
The CFO Jon Moeller and Procter & Gamble in a news on Thursday announced that Gillette faces a severe challenge. Jon Moeller said Gillette products will begin to decline, reached about 20%, as is more competitors before action, fill the huge market gap between high and low prices of products. "We are going to make price adjustments soon, so that our brand appears on the price gradient everywhere," said Moeller.
Gillette's market share has dropped to 59%. New brands such as Harry's and Dollar Club in the smaller market tray because of reasonable price and convenient order mode instead of getting growth in.
Especially in April 2011 launched Dollar Shave Club, in March 2012 began to pay only a few dollars a month subscription membership model, also issued a "CEO star in our true blade XX rod! "Ad. Advertising has experienced an unexpected spread of the virus, on the YouTube has been hit about 20000000 times, it is said that the server crashed in an enormous amount of traffic for an hour, within two days of harvest of 12000 orders.
After a short period of three years, they have more than 32 million subscribers (20% women), and in July 2015 off the old razor brand comfortable, climbed up to second place in market share (10%). Its 2016 sales are expected to be 10 times in 2013.
So when Unilever bought Dollar Shave Club for $1 billion last July, it was thought to be a challenge for Procter & gamble. It is also believed to drive the razor brand's online subscription model. According to the Wall Street Journal reported that the next five years, razor online sales will rise by an annual rate of 25%.
Although the market share has shrunk, all Gillette products are still in the top sales list: the removal of private brand products, 9 of the 2016 sales, Gillette accounted for 6. But the growth rate of the data is not so good, while other private brand sales growth of 38.9%, Gillette famous single product sales are almost negative growth, only has the best selling Mach3 has jumped 69%, probably due to their first time in nearly 10 years of Mach3 has made the technology upgrade.
More and more men love to modify their own. The British department store Selfridge beauty products buyers Elodie Bohuon said men's products is the fastest growing skin care products, followed by supporting and shaving products shall be. U.S. investment research firm Trefis data show that, including beard products, including 2012 global sales of male care products is $17 billion 300 million, this year is expected to reach $22 billion 600 million.
A new market is taking shape. But the formation of the market also means that competition intensifies. Handmade, natural materials, local production has become a business as propaganda selling point, logo design and product packaging are full of homogenization of the retro, they even released on Instagram in the picture looks very similar.
While men become exquisite, it is a good thing.
Drawing Feng Xiuxia
The picture is provided by the respondents or from the company's official website and Esquire and other fashion magazine website
Title from Fortune
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