COLUMBUS (WCMH) — The beard is back in style, and that’s bad news for razor manufacturers.
More and more men are growing out full beards, goatees, or stubble. Now, companies such as Gillette’s parent company Procter & Gamble are shifting tactics as sales of old-fashioned razors continue to slow down.
“Today, men are not judged negatively when they skip a shave — it is not considered lazy or disrespectful,” Massimiliano Menozzi, the vice president of Gillette North America, told CNN in an email.
Consumer research shows men increasingly want to portray a “laid-back look.” Many guys also believe facial hair is popular, authentic, and attractive.
In return, the average number of times men shave a week has fallen from 3.7 to 3.2, Gillette estimated based on its latest consumer studies.
In response, P&G’s shaving business is broadening choices for men sporting stubble, beards, mustaches, goatees, and soul patches.
“No one else is better positioned to compete in this space,” said Gillette’s Menozzi. “In the past year, we’ve been much more deliberate about reminding men about the wide range of high quality tools we have to meet their needs.”
The company purchased The Art of Shaving a few years ago, helping it enter the beard balms, oils, and fragrance categories. The Art of Shaving also has experts who offer styling tips and advice.