The document analyzes trends in men's grooming and provides recommendations for a surf shop client. It finds that men are increasingly interested in their appearance and that the grooming market is growing, especially in developing countries. Current brand examples like Harry's, Vianel, and Shinola are given that embody codes like simplicity, quality, connection, and effort. Key insights note the growth of the hipster/bearded men trend slowing shaving and the definitions of "Yummys" and "Bros" customer segments. Recommendations for the client include creating a stronger brand narrative and keeping products and messaging simple.