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AUTUMN 2011 CAPING the colossal explosion of the male beauty market has seen a shift in the traditional ideology of a man’s place as a cosmetic consumer. According to a report done by IBISWorld Industry, men’s cosmetic contributions added $48.4 million to the Australian beauty market in 2009-2010 which saw the yearly expenditure of $5 million a mere twenty years ago amongst the same gender demographic dwarfed nearly ten times over. In the hair and beauty salon industry alone, men spent $1.04 BILLION in 2009-2010; representing 33% of the sector’s profits. By 2014-2015, this figure is expected to increase by another five percent. Most would argue that this change would be likely due to the increase in celebrity endorsed advertisements. Now, it’s easy to smell like P.Diddy while having waxed washboards like David Beckham and maintaining hair follicles that shine like Fabio’s. However, like most pivotal changes in societal structure, there are deeper influences within core gender roles that account more strongly towards the ‘why?’ argument than just these shallow assertions. Previous to the paradigm shift in gender responsibilities, women were largely seen as homemakers; cooking the bacon, not bringing it home. Which is why Robert Bryant, General Manager of IBISWorld Australia, argues that the spend trend in the male market can be largely attributed to growing gender equality within the workforce. “The entry of women into the workplace, and more importantly into high level management positions, has seen a huge shift in how men and women interact, as well as behavioural and appearance expectations at work and home.” bother smelling/grooming/dressing nicely in the company of other males. It is only the peahen’s presence that excites a flurry of feathers or in our case, a woman’s eliciting a reactive response for male counterparts to shave, spray and soften. Whatever the reason for this sudden surge of masculinity in the beauty industry, it seems as though a new age has dawned; an age where men and women cosmetically co-exist in bathroom and boardroom territories. Written by Katie Woolway Just as you don’t see peacocks flashing brightly painted plumage to other peacocks, men won’t W W W. FJ O R D E M A G A Z I N E . C O M 49


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