French men are breaking out of the unforgiving confines of heteronormativity to wear more stylish clothes and engage in grooming. But as their appearance begins to play a bigger role in their everyday lives, what is the impact on behaviour? And how can brands speak to grooming-averse consumers?
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Alain Blackmann is a master barber who created a salon and museum of historical barbering tools in the heart of Paris. He is the author of Sur le fil du rasoir: Petit traité de philosophie à l'usage des barbus (2017, Éditions Chronique).
Serge Massignan founded Comme Un Camion (www.commeuncamion.com) in 2004 and quickly turned it into one of France’s leading online style blogs for men. His Guide pratique de la mode masculine came out in 2013 (Éditions du Chêne). He can be found on Instagram at @joe_commeuncamion.
Dr. Stéphane Héas is a professor of sociology at the University of Rennes 2 and the author of numerous books and articles on bodies, aesthetics, and gender roles. His research can be found on his professional website, http://www.stephaneheassociologue.fr/.
Dr. Catherine de Goursac has been a plastic surgeon in Paris for over 30 years. She is a board member of the French Association of Cosmetic Medicine (Association Française de Médecine Esthétique) and has authored several books on aesthetics, including Le pouvoir de l’apparence (Michalon, 2018).
Maya Kaiser is a copywriter and researcher with a PhD in socio-cultural anthropology. She writes about identity, cross-cultural marketing, and internet context collapse, and can be found tweeting @MayaKaiserMILK.
