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  • Making male beauty more accessible
  • Making male beauty more accessible
    Janssem Cardoso, Creative Commons (2014) ©
CASE STUDY

A Wanted Man: grooming with a manly facade

While 76% of men feel pressure to look good, seeing a bloke stroll into a brow bar or waxing salon could still raise an untamed brow or two. But London-based The Beauty Block has located both above A Wanted Man – a male-centric canteen that acts as an acceptable gateway to grooming.

Location United Kingdom

Scope
Being a man – or rather, being manly – isn’t what it used to be. Cleaning the house isn’t a woman’s job, feelings of anxiety aren’t exclusively female emotions and shopping for guyliner, man bags or hair products is a totally male-friendly pastime. But some of the old stereotypes endure, and many men still feel pressured to exude an image of old masculinity.

Brands are responding by reconciling the desires of the modern man with more traditional ideas of what being a man ‘should’ look like. Cillit Bang is using a mechanic to ...

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