Facial hair is becoming more and more fashionable among millennial men.
According to Procter & Gamble, its own shaving brand Gillette suffers billions in losses due to the fact that the men of the generation of millennials began to shave less often.
The U.S. men's shaving market has shrunk by more than 11% over the past five years, according to analyst firm Euromonitor. According to the same report, the U.S. market for razors and blades for men was worth $2.4 billion in 2015, but dropped to $2.2 billion in 2018. At the same time, the market for beard care products and accessories has grown - various oils and trimmers.
“Lower shaving frequency has reduced the size of the blade and razor market,” said P&G chief financial officer Jon Moeller. Not conducive to the development of the brand and increased competition.
Various studies show that men with beards often appear more masculine and mature, although often more aggressive. And there is nothing surprising in the fact that facial hair is becoming more and more fashionable. In addition, this saves a lot of time and reduces the cost of shaving accessories, the cost of which is quite high.
However, there are professions in which the presence of a beard is not welcome. Most of them are related to health and safety. So, a beard can cause a lot of problems for a rescuer who needs to wear a protective mask. But most professions do not impose such restrictions.
Interestingly, men prefer to wear beards despite research that only 17% women find a full beard attractive. But 38% women prefer clean-shaven men, another 24% is sure that light unshaven is suitable for men, plus 15% for long stubble. The rest of the women's opinions were divided between mustaches and small beards. At the same time, there is a gradation by place of residence and income level. Thus, women from rural areas and families with low incomes are more tolerant of beards, compared with residents of cities and from wealthy families.