Therapy Trends

Springing Back From Pandemic Grooming

By Elayne McClaine

After a year of being closed down and closed in, many barberless men found themselves quarantined from their grooming routine. As hair and beards began to grow, males began to experiment from home. Now it’s spring again, and men are getting out and seeking solutions. The good thing is, they’ve learned some things during this pandemic. From Zoom calls to online instructional videos and Instagram, men are springing back into grooming. While being quarantined and estranged from professional services, men have been exploring at-home grooming.

Men, with more time on their hands, have ventured into ways to experiment and manage their new look. Online shopping opportunities have allowed men to purchase goods that may not have been available or visible at retail. This experimentation has generated an interest in growing the beard and exploring other expressions of natural hair growth such as locs, twists, afros, cornrows or waves. According to a recent manufacturer survey, 40% of males, ages 18-64, grew facial hair since the pandemic began.

Surveyed men stated the top reason for growing or changing their facial hair was experimentation. More than half stated they plan to keep their bearded look. Increased interest in eye creams, facial creams, and overnight moisturizers has also been evident. In fact, men have also explored non-invasive or minimallyinvasive treatments, perhaps to make beards grow even faster.

This spring, the pandemic will definitely shape male shopping habits. OTC retailers will have to lure them back into the stores from prominent retailer websites. OTCs will have to actively campaign on social media websites. Digital outreach and instore fulfillment will be a must for attracting consumers of all kinds. These spring male consumers will look different and shop differently. Welcome their post-pandemic grooming and purchasing strategies.

Elayne McClaine has identified and developed emerging domestic and global trends in hair care, skincare and other consumer categories for such firms as Chesebrough-Pond’s, Revlon and Pharmacia (div. of Pfizer). Her expertise in therapeutic treatments for hair, skin and scalp led to the creation of the Women’s Institute for Fine and Thinning Hair, sponsored by Rogaine. McClaine has been acknowledged by the American Academy of Dermatologists for marketing and promotional excellence. ESME Market Specialists, LLC consults with firms that require expertise in strategy development, multicultural marketing and account planning. For more information, visit www.esmemarketspecialists.com. JBS Beauty Club has all your accessory needs with necklaces, earrings, scarves, sunglasses, etc. Stock your store with only the best from JBS. As part of the largest beauty supply distributor, you can always buy items by the piece and at great prices. For more information, call 800-361-0786 or visit them at 4300 Northeast Expressway, Doraville, GA.