MAN the magazine reports on the business of men's grooming for the professional barber or men's hairstylist, including popular hairstyles, products and men's grooming services.
Issue link: https://manthemag.epubxp.com/i/703974
28 I M A N I P R E M I E R E 2 0 1 6 These days, it's the These days, it's the These days, it's the dreaded "millennials," those seemingly over-confi dent 20-to-35-year-olds who are becoming an infl uential force in the business and consumer worlds. They're energetic, fearless and uncannily comfortable with technology. And they've chosen the beauty and grooming industry as one of their favorite vehicles for creativity and self-expression. Within this erupting demographic, there's an interesting societal twist: Young men are breaking out of old, conventional stereotypes about what is and isn't "manly." Unlike their dads, these dudes are pretty comfortable with the concept of investing time and money in their personal care. And they're proving it in the professional grooming sector, as avid and savvy sector, as avid and savvy sector, as avid and savvy users of grooming products and services, and as talented, forward-thinking grooming professionals. ALL THE YOUNG PROS "There are many 'rock stars' in men's grooming today," acknowledges Dan Langer, CMO of Luxury Brand Partners (luxurybrandpartners. com), a consumer brand consultancy whose clients include V76 by Vaughn and Oribe. "They're amazing with clippers, short hair, long hair, you name it." And many of these stars, Langer notes, are under 30. Just where and how will the newest generation of professional grooming celebs make its mark? No doubt some will join the barber revolution. It would be impossible for any up-and-coming cosmetology student to overlook the current trend toward retro-chic barbershops and barber-style cuts. Among her cosmetology students at Bellus Academy (bellusacademy.edu), owner Lynelle Lynch reports "a renewed demand for the classic barber experience, including precision cuts and shaving." So we can reasonably expect recent cosmetology grads to fl ood the growing numbers of themed, single-location shops and popular national franchises such as Floyd's 99 Barbershop, Roosters Men's Grooming Center, V's Barbershop, Grooming Lounge and more. You may have noticed that those just- graduated millennial barbers and stylists tend to hit the ground running. Sociologists have taken note of this group's entrepreneurial aptitude, most likely born of a weak job market combined with staggering student debt, as well as the power to garner recognition via social media. Up-and-coming hair professionals have taken to YouTube, Instagram, Pinterest— wherever their work, techniques and personalities can attract an audience. In turn, top haircare companies and salons are scouting the Internet for new talent to recruit. Once in the workforce, these energetic pros are making their presence felt. One such dynamo is Steven DeCarlo, who at the tender age of 27 has already assisted grooming icon Vaughn Acord and worked at numerous professional photo shoots. He sees his age as an asset—for the most part. "Sometimes I feel like it's a disadvantage, as when a client sees me and thinks, 'Oh my, he's young, I wonder if he's good?' On the other hand, because I'm involved in social media, if a client brings up a person's name or a certain blog, I know what they're referring to," DeCarlo explains. "Half the time I have the same photos saved on my phone for inspiration! This gives me a leg up, versus a long-time professional. It has nothing to do with my talent, necessarily, it just means that I understand right away and can come to common ground with my clients." "Millennials are demonstrating they're a new driving force," says John Swanciger, CEO of the online business community Manta. "It's no longer assumed that recent graduates will enter the traditional workforce. Companies will have to adjust as millennials become a bigger force in the small-business space." GETTY IMAGES GETTY IMAGES GETTY IMAGES