Male grooming: what is it?
As a term, ‘male grooming’ is pretty new to our vocabularies. It was coined a few years ago by clever marketing people who wanted to open up the lucrative (but very feminine) beauty industry to the other half of the population. Of course, the word ‘grooming’ was carefully selected for its own connotations: dogs are ‘groomed’, chimps ‘groom’ each other – it sounds primitive enough to attract even the most bull-headed pub-goers. If they’d called it the ‘male pampering’ industry, the financial forecasts probably wouldn’t be quite as impressive as they currently are (an expected value of £54.2 billion worldwide by 20143. That’s an incredible increase of £41.5 billion from 2007).
This section will explore the rise (or return) of the male grooming industry by tracing it back to its roots in ancient culture right up to its place in modern society today.