After hours of whittling down candidates from a long day of interviewing, you have finally managed to sit down with two applications in front of you. Both candidates have excellent references, stellar experience and impressive qualifications. Each man seems dependable and hardworking. Either would make a wonderful addition to your team.
You rack your brains for any distinguishing feature, anything that could tip the balance and make the decision about which man should get the job. An image pops into your mind of a face with impeccably groomed eyebrows, a gleaming smile and an enviably close shave. You remember the softness of his perfectly manicured hand as he made to shake yours. Decision made, you pick up the telephone.
Although the country is still reeling from the effects of a double-dip recession, men are increasingly choosing to invest their hard-earned wages in their looks. The male skincare industry is now worth a reported £600m in the UK alone, with a survey by The Close Shave Society finding that on average, men and women were spending the same amount on grooming.
Salons in Cardiff have reported a rapid increase in the numbers of their male clients over the past few years, with entire establishments opening which cater solely for men. So why has Cardiff’s male grooming industry exploded in the way that it has?
Putting the ‘man’ in manicure
The owner of ultimate barber shop, Groom For Men, Jason Humphrey, believes that men have started to take more care over their appearance to stand out in an increasingly competitive corporate environment.
He is adamant that an employer torn between two applicants for a job will always end up hiring the one who puts more effort into the way he looks. Jason explains, “We’re a little more savvy now and we want to be able to go to somebody that actually takes pride in their appearance.”
The shop, which can be found on Crwys Road, provides an extensive ‘Man Maintenance Menu’, which includes everything from a haircut or wet shave to manicures, waxing and even Botox. Jason stresses that it is important to put effort into maintaining your appearance. “You are your own best asset. And there is nothing wrong with taking care of yourself,” he says.
It seems that many men would agree. 75% insist that taking care of their appearance shows self-respect, and over half of men in their 20s choose to put time into a grooming ritual in order to be taken seriously at work.
Thomas Hayward, a 22 year-old trainee teacher, believes that his grooming ritual, which includes a religious skincare routine, helps to make him stand out in the workplace. “In a professional context, if you look good at all times then you do have the edge, “ he enthuses. “50% of the job is in your appearance!”
Waxing lyrical
Unisex beauty salon Tans and Hands, also on Crwys Road, estimate that 35-40% of their clients are men. Owner Katy Blease finds that her male customers are increasingly businesslike in the results that they expect from their treatments.
Although the most popular treatment for men at the salon is waxing, Katy reveals that they actually refer more men than women to a for Botox treatments at a clinic they are partnered with.
She believes that a major reason for this is a want to see immediate improvements. Katy explains, “They’re looking for specific, results driven treatments and they are turning to Botox, dermal fillers and things like that.”
In her opinion, it is not so much that men have only recently discovered grooming, but that until recently they’ve been less open about it. She elaborates, “I think they’ve always really cared about what they look like, but it’s always been behind closed doors.”
Changing attitudes
Both Katy and Jason have found that an increasing openness of men in the public eye admitting to a grooming regime is a key factor as to why more men are seeking treatments.
They cite examples such as David Beckham and Joey Essex; men at the top of their game professionally who have made a name for themselves by putting time and effort into their appearance.
It seems that today, far from inspiring ridicule after admitting to seeing a beauty professional, men can expect to reap the benefits in the workplace. With all things considered, it might be high time to get a manicure before that next job interview.