Bad news for Gillette…Beards are back!
Bearded millennials are causing a crisis in the flagging razor industry as the bearded look loses its bad rep and the beards are back.
More and more men are rocking full beards, goatees, stubble and or moustaches, while others who perhaps may have shaved every morning before work feel comfortable skipping the laborious shaving ritual as the taboo around facial hair in the office dies.
Massimiliano Menozzi; vice president of Gillette North America said “Today, men are not judged negatively when they skip a shave — it is not considered lazy or disrespectful,”
Attitudes to shaving have always differed by age group, but men below the age of 45 are now taking a much more relaxed approach to shaving, said Olivia Guinaugh, a personal care analyst at market research firm Mintel.
Based on its latest consumer analysis; Gillette estimated that the average number of times that men shaved in a week had fallen from 3.7 to 3.2 over the last decade, which equates to around about two less shaves a month. Although this slowdown seems trivial, razor and razor blade sales in the US have dropped each of the past three years, according to retail scanner data. From June 2017 to 2018, razor sales fell 5.1% compared to the same time the previous year.
FACT: Men around the globe are not shaving with razors like they used to.Today’s gentry want to portray a “laid-back look,” and beards are not just extremely popular, but authentic, and attractive.
Guy’s nowadays are comfortable with personal care, more guy’s are starting to look after themselves, either through diet and/or fitness and like to stay looking sharp which has seen a rise in the application of beard oil and other male grooming products.
With the rise in popularity of the beard, naturally companies like Gillette who rely on razor sales are being hit. How does this effect you? Do you as a consumer and a shaver embrace this and relish on the reduced prices of razors and razor blades or do you have a beard or are perhaps thinking of starting your own epic beard journey?
What do you make of this? Let us know your thoughts in the comments below.