Hair News - October 2002

“The Voice of the Beauty, Health, and Fitness Industries” introduces a full scholarship for future estheticians!

PMPR is a New York City-based public relations firm founded by licensed esthetician Pierce Mattie. PMPR’s represents clients with media relations focusing exclusively on professional skin, hair and nail lines, plastic surgeons, and more. PMPR’s motto is to be the voice of the beauty, health and fitness industries and to achieve favorable media coverage for industry professionals, their products, services, and philosophies.

Pierce Mattie graduated from Loraine’s Academy with a Facial Specialist license. Loraine’s Academy provided Mr. Mattie with an extensive, thorough, up-to-date esthetic knowledge. Attaining this unique training and education has helped him further his career to date.

Nancy Fordham, President of Loraine’s, stated, “We are excited to have been chosen to co-sponsor The Mattie Mentor Program. This program encourages talented people to reach for an exciting career in the esthetics industry, and supports the right person's pursuit of their dreams”.

Pierce Mattie feels that there are far too few certified facial specialists in the industry. Mr. Mattie hopes, with time, to be able to expand The Mattie Mentor Program to include a number of appointees. His goal is acknowledging the sound education he has received in addition to building a network of associates that are able to realize their dreams of success while continuing a tradition of high standards and excellence. 

Eventually, Pierce would hope that appointees would follow in his footsteps by acknowledging Loraine’s Academy and the field of Facial Esthetics themselves, forming a legacy within the industry for many years to come.

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“The beauty industry works so hard to build itself up, but as they rise they should extend their hands and bring those around them to a higher level of professionalism”, said Mattie.

PMPR will select the annual student after carefully reviewing applications. Interested individuals can obtain an application by calling 1-888-393-5015 or logging onto Loraine's website (www.lorainesacademy.com). A selection committee at Loraine’s Academy plans to select this year’s candidate in December of 2002.

Media Contact:
Pierce Mattie Public Relations, Inc.
212-243-1431
pierce@piercemattie.com

About Loraine’s Academy

A leader in the field of Beauty education, Loraine's Academy has been state-licensed and nationally accredited for over 30 years and is accredited by The National Accrediting Commission of Cosmetology Arts and Sciences (NACCAS). 

NACCAS is recognized by the U.S. Department of Education as a national agency for the institutional accreditation of post-secondary schools and departments of cosmetology arts and sciences, including specialized schools.

Certification from Loraine’s Academy as a Facial Specialist gives a diversified and well rounded esthetic education. 

Upon completion of the 30-weeks, 300-hour course the selected individual will have been educated with the following curriculum: facials with and without machines, skin analysis, hair removal, makeup application, color analysis, analysis of a client's face, performance of salon treatments (glycolic, hydrating, oxygenating, vitamin therapy, dry skin, acne, more), prescription home care, introduction to aromatherapy, medical esthetics, body wrapping, and the list goes on. 

The selected scholarship winner will also have access to a makeup/color analysis center, a professional facial clinic complete with hydraulic facial beds, and a private waxing room.

The Facial Specialist program features theory, demo and practical classes along with plenty of hands-on experience.

For more information about Loraine’s Academy and the special facialist program, call Loraine’s Academy at 1-888-393-5015 or (727) 347-4247

Sexy Hair Concepts' And CEO Michael O'Rourke

(September, 2002; Las Vegas, Nevada) - Michael O'Rourke, and his Sexy Hair Concepts artistic team revolutionized Hair World 2002 with O'Rourke's cutting-edge technique and trend-setting styles.  Award-winning, celebrated hair stylists including O'Rourke, Rod Sickler, Wayne Tuggle, Bradley Tuggle, Jeff Hartwell, Kitty Regan, Marissa Harapiak and Douglas Little, set fire to the stage as they present Untamed, the latest haircut out from the Sexy Hair Concepts gate.

Cutting men and women's hair, O'Rourke's creative team combined new styles, fashions and attitudes to rock the hair industry.  With the help of Hair World assistants Emily Rose Tubig, Leonard Golonka and Sheree McNease, Las Vegas distributor Maka and model room coordinator Mary Lesmerises, Sexy Hair Concepts' thrilling and uniquely choreographed stage production of hair, music, high energy, fashion and art emphasized freedom, fun and education.

Sexy Hair Concepts products (including Big Sexy Hair, Wild Sexy Hair and Healthy Sexy Hair) and Sex Symbol cosmetic collections are available in professionals salons in more than 20 countries.  

For more information on all Sexy Hair Products, call (800) 848-3383 or visit the Sexy Hair website  located at: www.Sexyhairconcepts.com. 

Media Contact:
M. Craig & Associates
Jennifer Craig (212) 410-0842
Sheryl Craig or Don Wilson (310) 899-2900

Frankel Study Confirms Young Males Are Beyond Buff

How Young Adult Men Are Defying Gender Stereotypes in Fashion and Personal  Care

CHICAGO, Sept. 17 /PRNewswire/ -- According to a recent study conducted by Frankel, more than any other generation, today's young adults have shown a willingness to cross gender-based stereotypes.  In the past, gender-bending was characterized as females emulating males to compete in a man's world by being more assertive, athletic, career-oriented, or business-formal.  Society also accepted men openly expressing nurturing feelings and broader emotional sensibilities.  As enlightened as we've slowly become, though, certain boundaries and biases have surely remained for both sexes.  For society -- and to a great degree in the minds of men, those boundaries have included full- time child-rearing, use of certain personal care potions and fashion accessories.

Until now.

Independent of sexual orientation, young men, in particular, are exhibiting increasingly "gender-fluid" behaviors, clearly entering what was once characterized as "women-only" territory.  From family roles to personal appearance, fashion and shopping, young men are openly adopting "female" sensibilities.  In fact, many young men consider the adoption of some traditionally female attitudes and behaviors to be critical ingredients in evolving their total self-identity.

Evolving Family Roles  

Our first example of gender fluidity is perhaps the tamest and most acknowledged of the lot.  The Washington Post has observed, "The proportion of couples in which the woman is chief breadwinner has been increasing so markedly that 1 in 3 working wives nationwide are now paid more than their husbands, compared with less than 1 in 3 in 1980."  And men are much more comfortable with their wives' job status, with strong agreement among young men doubling that of all other male age groups (24% and 13%, respectively).

Increasingly, young fathers, having chosen the primary caregiver role may work out of their homes, do shift work or work part-time, but their focus is decidedly on raising -- and caring for -- their children.  Whether their choice makes more sense economically or emotionally, the evolving roles of husband and father now embrace more gender-neutral forms of nurturing.

Changing Fashion  

While always important for and to men, fine attention to personal appeal, attractiveness and style have long been more stereotypically associated with women.  But today, the young male preoccupation with personal image may be surprising.  Sixty-two percent (62%) of young men said they would like others to see them as "careful about their appearance" compared to 26% of women their age, and "having a sense of style," compared to 21% of women their age.

But, what's interesting about young men's fashion tastes is a clear migration toward fashion with a feminine twist.  Pant styles sold to young guys now include capri's, clamdiggers, and chinos and jeans with decorative stitching.  Footwear with more feminine design cues are in, too, and can be seen in the likes of sandals, summer loafers in light suede colors, slides, flip-flops, and clogs.  Messenger bags, the male equivalent of purses are also popular.  But, this trend also includes what's worn in private, as thong underwear is now making its way into young men's dresser drawers.  Further, wearing the latest extends to accessorizing as well, with young men accenting fashion with jewelry, including a new trend hailing from Japan emphasizing men's fashion scarves.

While style has always been a moving target, young men's tastes and preferences are more dimensionalized than ever before -- blurring the norms of adornment -- and increasingly defying interpretation by way of gender.

Personal Care Or Beauty?

Even more intriguing is the introduction of "masculine beauty" as gender fluidity stretches boundaries in personal care.  While being attractive has always been important to young men, this notion is definitely taking on a new dimension.  A third of males 16-24 say they are actively working to improve their "self-image and effect" and improving "the shape of their bodies" -- drivers that are significantly higher than those of men 25 or older.

Major cosmetics companies have long offered male fragrance lines (Estee Lauder, Lancome) and brands like Clinique pioneered men's facial products. Compared to men 35+ though, young men 16-24 are now using decidedly more appearance-enhancing products such as eye gels, self-tanners, concealers, and a European favorite, tattoo-like eye liners.

And what about body hair?  While long a sign of virility, young men are taking it off -- either by shaving their chests, legs, and even arms -- or using hair removal products like Nair, a brand long used by women that now offers "Nair for Men."

Not surprisingly, what they do with the hair on their heads is changing as well.  While older men have been coloring their hair for some time to maintain a youthful appearance, young men are broadening their use of styling by highlighting, coloring and creating other hair effects -- from disheveled to deconstructed, long, braided, adorned, fully-shaved, or row-cut.  Whatever the preference, men's hair coloring is one of the fastest growing segments in the hair care category.  And, players like L'Oreal Color Spa for Men, Clairol Natural Instincts, and Feria Dyes for Guys are all experiencing dramatic growth with young male participants.

Actual quotes from the Frankel study:

-- "I get highlights with every haircut which is about once a month.  My stylist does it at her salon and I usually get blonde or platinum."  Male 18

-- "I've had red streaks and blonde.  I did it myself and bought the hair color at Sally's Beauty Supply."  Male 22

-- "My hair gel has to be LA Looks because it holds my hairstyle the best. Then I finish it off with Pantene hairspray because it gives my hair shine." Male 18

Pampered  

Young men have discovered the joys of being pampered by experts, as well. Approximately 35% of US spa-goers are now men, getting services such as manicures, facials, eyebrow waxing, and other spa treatments traditionally considered "for women only."  Spas created exclusively for men have been a standard in Europe for years.  But many, like "The Grooming Lounge" in Washington, D.C. are opening in major US metro areas.  These day spas now serve-up services traditionally associated with females, but with more masculine labels like "Foot Treatment" and "Sports Pedicure."  They even offer specialized products like creams specifically formulated to dissolve love handles.

Actual quote from the Frankel study:

-- "I've had a manicure before at a salon in the mall, but I can't afford it regularly.  I like to do it myself now."  Male 18

Shopping Turns Social  

Interestingly enough, shopping is often preferred as a social outlet. Much like women who have enjoyed social shopping for years, young men now even enjoy the browsing process.  This could explain why Internet purchasing has not supplanted in-store sales among this Web-friendly age group.  The personal interaction, multi-sensory experience and instant gratification of in-store purchasing are still preferred over any other channel.  And, both males and females 16-24 are into companionship shopping to a much greater degree than any other age group, admitting they "prefer to go shopping with friends."

Actual quote from the Frankel study:

-- "I buy it {hair products} at Wal-Mart and I shop with my mom or friends.  I never shop alone."  Male 18

-- "I shop with my friends and when I buy jewelry, we all buy.  I also have my tongue pierced."  Male 18

Ed Razek, CMO of The Limited brands concurs: "The whole idea of shopping in groups, making it a date, is transforming that mall experience that had become routine.  Guys enjoy the experience of shopping with women.  It's fun to watch them try things on."  A full 40% wish they had even more time to shop for clothes.

As noted in the New York Times, "Young men these days share with young women a heightened brand awareness, a tendency to buy on impulse and a predilection for clothes that are simpler, more close-fitting and sexier than in the past.   ... They tend to view shopping as both a means to an end -- dressing appropriately, and stylishly, for dates or on the job -- and, increasingly, as an end in itself."

Women have ruled the shopping domain for years.  Now, the impact of changing tastes among young males is clearly evolving fashion and shopping into more gender-neutral territory.

What Does Gender Fluidity Mean For Today's Marketers And Retailers?

As younger men engage in and enjoy shopping more, they're looking for more help and guidance.  They appreciate and are influenced by attractive displays and like to lean on sales people or personal shoppers to help guide them through the fashion maze as they craft their look and heighten their physical appeal.

Ages:                                                       16-24         25+  
                                                                 Males        Males  

Important Shopping Attributes 
Attractive displays                                     41           24  

Personnel know me and what
 I need/like                                                 35           26  

Use a personal shopper 
at least once a month                                20            7

Marketers and retailers can help by orchestrating the right encounter, at the right place, with the right products for young adult men.  While this generation is often allergic to many forms of marketing, young adults do like that marketing pays attention to them.  But, how that's done is important.  At the brand level, while young men's tastes are softening, they still want to be marketed to with a masculine sensibility.  The new Express For Men, replacing the Structure brand is a good example of how at least one US clothing retailer is leveraging the sexier side of its house to deliver men's fashion within this sensibility.

Clearly, in-store elements can play an important role in winning them over, as well.  Providing the benefit of a personal shopper is a big relationship management opportunity, with the express purpose of assisting young men in finding and using the products they seek, but may be too reticent to openly express an interest in: Hair coloring, skin care products, appearance-enhancing cosmetics, and accessories.  "Permission cues" like displays that encourage and allow masculine beauty are on trend.  And, the more appealing, engaging and instructional each can be, will likely increase their ability to be noticed and approached by young men.

The point is this, young males are primping, plucking, finessing, and enhancing their appearance in ways beyond being buff -- ways once solely owned by women.  As young men continue to explore their expressions of self and blur traditional gender boundaries, marketers and retailers who are savvy and sensitive to these possibilities can give men permission to creatively explore their personal interpretations of attractiveness -- even beauty.  Wherever or however gender fluidity is expressed, brands that recognize this behavior, encourage and facilitate it, will surely enjoy new marketing opportunities with today's young adults.

Built on a strategic sales promotion heritage, Frankel is the nation's leading full-service marketing agency.  Frankel delivers unique insights into consumer behavior that fuel impactful creative that drives results.  Combined with its expertise in channel dynamics and co-marketing, Frankel strategically manages all brand contacts to create consumer action.  Frankel is a wholly owned subsidiary of Paris-based Publicis S.A.

Sources:

Frankel FastForward knowledge base, Frankel Street Radar 2002; Amy Goldstein, Washington Post 2/29/2000; Yankelovich Monitor 2001; Perry Ellis 2001 Sales; Conde Nast Traveler 2002; AC Neilson 2001; Simmons Market Research Fall 2002; "The Buzz" - Qualitative Interviews Among Young Men 2000; Shelly Branch, Wall Street Journal 7/12/02; Ruth La Ferla, "Boys to Men: Fashion Pack Turns Younger." 7/14/02.

SOURCE  Frankel