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  • Australia's 'New Bloke' isn't afraid to experiment with beauty products
  • Australia's 'New Bloke' isn't afraid to experiment with beauty products
    Aveda Corporation (2010) ©
CASE STUDY

‘Sh*t, Shave, Shower, Shampoo’: Australia’s male beauty mantra?

Beauty Mate is one of Australia's favourite men's skincare brands. But how does this modern shampooed, shaved and waxed man sit alongside the traditional view of the Aussie bloke?

Location Australia

Scope
‘Sh*t, Shave, Shower, Shampoo’ – so goes the catchphrase for one of Australia’s favourite men’s skincare brands, Beauty Mate. The brand’s YouTube advert, a ‘tongue-in-cheek’ summation of male and female bathroom habit - including somewhat graphic toilet activity - has been viewed well over half a million times.

Despite the advert’s reductive representation of a stereotypically male attitude towards grooming and hygiene, statistics show that, much like his Western brothers, skincare matters to the Australian man more than ever before.

So why are Aussie men so keen to be preened now? And how does this ...

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