![]() It's seen as a bad thing to be extravagant so how do you show style? Grow a beard. But the serious reason is that it's to do with the recession. So, for instance, Levi's has its vintage range, there's hardware on clothes, a lot of workwear, lumberjack shirts – all authentic, genuine, masculine traits. That was also around the time when flashy handbags, spending lots of money and a very extravagant lifestyle was acceptable." Ten years ago David Beckham and metrosexuality were the height of popularity in men's fashion. Glasgow blogger Jonathan Pryce, author of two books on beards, says "It's also about authenticity. If you look at fashion, all men's trends are about being as masculine as possible. Cool startups like the Dollar Shave Club are also competing for market share in the margins, and with ads like this, how could they not be winning? "And I'm really talking about razors and blades in particular."Īs Quartz noted, Gillette hasn't produced a new flagship product since it debuted the $20 Fusion ProGlide Styler nearly two years ago, which attempts to fulfill two roles as a razor and beard trimmer. Meanwhile, disposable razors are increasing in sales Energizer's disposable sales grew 5% in 2013, while Bic has claimed double-digit growth. … are kind of unprecedented," CEO Ward Klein of Energizer Holdings, which owns razor manufacturers Schick and Edge, said in November. "The weakness in some of the Personal Care categories in the U.S. The news: Beards are in, and razors and blades are out.Ī new report from market research firm Euromonitor has revealed that the shaving industry is running into a trend even triple blades can't slice: stalling sales of male razors and blades, due in large part to a burgeoning culture of facial hair where going days between a shave, maintaining a well-groomed five o'clock shadow, or even growing out a full beard is increasingly mainstream and, well, sexy.
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