This document discusses trends in men's luxury grooming and styling. It notes that men are increasingly seeking luxury products and experiences rather than cheap disposable items. Several hair stylists and experts comment that men want grooming services and products that allow them to feel pampered and cared for. They note that men are now willing to spend more on high-quality haircuts, spa treatments, skin and nail care in order to look and feel their best.

1. o paraphrase the good
Dr. Freud, what do
men really want?
The answer is
surprisingly simple:
men want luxury. The
Spartan past of generic
blue jeans, scratchy budget
tee-shirts, and a blue-label
haircut are gone like yesterday,
baby. In pushback against world
economic austerity, in
celebration of global gender
emancipation, why should men
settle for a disposable dollar
single-blade razor that’s as dull
as a butter-knife, or a weak
near-beer that tastes like
freshman year?
Bargain-bin loafers? So over.
Make it a pair of premium
Lads of
Luxury
T
lambskin driving shoes, with a
premium roadster to match,
top-shelf tequilas instead of
no-name brewskis. Prestige
goods matched by prestige looks.
This season heralds princely
arrivals, where men’s hair is
treated like the plumage of a rare
and endangered species, given
the likelihood of male pattern
baldness.
Just a little
self-indulgence
Whitney VerMeer, Men’s Director
for HAUS Salons in Minneapolis,
MN reports from the mighty, and
usually stoic, American heartland:
“I think people crave luxury now
because of the demands we put
on ourselves. Let’s face it—it’s a
rat-race out there and at the end
of the day, it’s worth it to pamper
yourself.”
John Mosely, Expert Barber,
Popular Nobody for Paul
Mitchell, comments, “Some guys
are even going to the spa as much
as their female counterparts. In
terms of men’s grooming, being
able to kick back in a comfortable
barber’s chair to get a close shave
is a luxury. It’s more than just a
haircut –it’s a time to let go and
let someone else take care of you,
which is what men are really
looking for these days.”
He adds, “It’s offering the service
upgrades for the men who are
looking for more. Luxury means
being offered an adult beverage, a
cigar roller, and maybe even a
facial. These are all extra ways I
make men who are sitting in my
chair feel they are getting the
most out of their money, that the
experience is special, and they are
well taken care of.”
If you want a glimpse of what
going au naturel really looks like,
tune in to a few minutes of any
random episode of “Naked and
Afraid” on the Discovery
Forget about
roughing it, sucking
it up and doing
without.And forget
all about denying
life’s little pleasures.
Real men indulge
and go high-test
all the way.
Victoria Thomas
Hair:SusanFord-Photo:BOZ
Hair:SusanFord-Photo:BOZ

2. UNITE
UNITE
Hair:Smith&DavisSalon-Photo:StevieSmith
INDIEHAIR
It’s time to stop thinking
of your look and
grooming as disposable,
and embrace your inner
fabulousness. Invest a bit
more time, energy and
thought in your profile for
a cutting-edge statement.
trends
17
Channel. Ingrown beard-hairs,
outsized toenails, sun-parched
dehydration of the skin and
stuff stuck between your teeth
are just the beginning. Every guy
— and many a gal — likes to
fancy ourselves as sugar in the
raw. But the fact is that just past
our teens, the aging process sets
in — slowly, subtly but inexorably.
This means that expert interven-
tions by salon professionals at
regular intervals are needed to
keep that seemingly effortless
glow. Okay, so it’s not effortless.
The trick is to make it look like
you do give a damn, but didn’t
try too hard.
Jessica Zeinstra, men’s hair
designer and educator for Andis,
sees it this way: “I think people
are craving luxury because we're
coming out a recession where a
lot of people had to scale back
The matted “I woke up
like this” effect gets a
wakeup call to grooming

3. their spending. We're at a point
now where people have more
expendable income and they
want to treat themselves for all of
their hard work.”
to part, or not?
Parting is such sweet sorrow-
or rather, the perfect part is such
a masterful art. Must we then say
goodbye forever to scraggly?
Zenistra says, I'm really loving
longer, shaggy hair on guys.
But I was recently in Italy and
I saw a surprising number of
rat-tails. PLEASE don't make
that a thing. If you have one
and are super into it, I respect
that, but I really hope it doesn't
catch on!”
Of course, to every thing there is
a season. Many guys like to keep
hair more tightly styled in the
Lauren Milner for Wahl
defines a luxury haircut as
one which continues to
look great as it grows
out—what she calls
“hand-crafted haircut”.
Offset the severity of a
hard parting with flyboy
elevation, using buildable
paste or wax - matte is
newer than glossy.
Hair:MattyConrad-SchwarzkopfProfessional
Hair:MattyConrad-SchwarzkopfProfessional
Goldwell
18trends

4. love with short, clean, tapers/
fades on the sides and back with
a bit of texture on top. Whether
it is comb-over, spiky or curly on
top, I prefer a matte or natural
finish product that adds texture
and interest. I'm also glad beards
are back! Just making sure that
they are kept tidy and cared for
the same as you would the hair
on the head. However I am
totally over the longer shaggy
haircuts. The days of disheveled
long hair are over and look very
unkempt. Also over the 3-5 day
beard stubble look. Either shave
everyday or grow a beard!"
Dale Delaporte, editorial hair
stylist and Creative Director at
Prema, using Goldwell products,
says matter-of-factly of hair
services for guys, “If it didn’t feel
luxurious, it wasn’t. Go some-
where that will go that extra step,
and treat you well. Walk out
feeling like a million bucks.”
So what’s hot, what’s not?
Delaporte says buh-bye to Don
Draper: “The ‘MAD MEN’ look
has peaked. The tight skin-fade
with a sleek wet look on top is on
its way out.”
Instead, think “longer, more
naturally textured, loose and
carefree. But don’t for a second
think that you can forgo caring
for your cut.” This means
great products and a bit of
attention daily.
Phillip Carreon, celeb stylist and
Creative Director for Eufora
International and owner of one
of LA’s hippest salon, Estilo,
summer and adopt a bit more of
a haute hirsute effect when the
snow flies. Rule of thumb from
the style cognoscenti: if your hair
is wild, including a burly beard,
keep your fashion super-square.
Louche locks wear best against
attire which is classically trim,
tailored, buttoned-down and
expensive. Unless you’re off to a
costume ball, or you are Keith
Richards, or both, do not
combine any of the following:
hair longer than collar-length,
velvet frock coat, ruffled pirate
shirts, puffy sleeves, suede pants,
lace, fringed anything,
diaphanous scarves, trailing
earrings, twee boots, big-pimpin’
gangsta hats, furs, feathers, or
any jewelry more obvious than a
good watch and a wedding band.
Lauren Milner, Wahl Education
and Artistic Team (W.E.A.T.)
member, says, “I am totally in
Whitney VerMeer, HAUS
Salons, says, “When using
clippers, I cut free-hand,
without plastic guards.
This creates a far more
custom shape for the
individual.”
Today luxury is a
customized cut you can
live with as it grows out
comments, “Luxury is all about
the salon experience, and
helping a man recreate the salon
look for himself. The Eufora
Hero for Men™ product collec-
tion means that the haircut will
continue to look stellar for the
man until he returns for his next
cut and color. That’s the defini-
tion of new, modern luxury.”
A look Carreon says he is “over”
in any form: Mohawks.
Anthony Cole, Sebastian Stylist
Design Team Member, says “My
all-time favorite is old
Hollywood looks. Beautifully
crafted waves with a slight bit of
deconstruction. I’m not really
fond of literal 80s looks, such as
mullets and very hard-edged
spiky crowned haircuts. I’m
definitely more for the classic,
luxurious locks.”
AndisHair:WhitneyVerMeer-Photo:BrandonWerth

5. You onlY get
WHat You paY for
Gregory Patterson, Los Angeles-
based Celebrity Hairstylist
International and Elite Brand
Ambassador for the FHI
collection of brands, says
“I think we have learned that
when we do invest, we get more
longevity and use out of
whatever it is we purchased and
therefore the investment is more
justifiable.”
What he is SO OVER, honey:
“A look on men that I could see
go away, anytime now, are MAN
BUNS! I’m over that term
and I’m over that look!”
He loves the faded pompadour,
which he describes as “a clean
classic look that has been
reinvented using modern cutting
techniques.”
Also one of Patterson’s coastal
favorites: “Loose, soft beach
waves. This type of wave
is achieved by using a flat iron,
and it’s just so effortless and
achievable on many hair lengths,
types and textures. I am also
loving the sleek, high-shine
hard center-part styles either
tucked behind the ear, or
secured into a low ponytail.
This look is so incredibly chic
and perfect for many occasions
both in the daytime and into
the evening.”
Even in Los Angeles, where
everyone is still dizzy keeping
up with the Kardashians,
Patterson cites mindfulness as
key to the new meaning of
modern luxury: “The most
essential qualities of a luxurious
experience to me are authentic
listening. I express this in my
work by being genuinely present
with my guest. Whether I am in
a rush or the guest is, I always
take at least a few minutes to
‘be with my guest’ in
conversation that has nothing to
do with his or her service. Its
important for me to make
certain that my guest feels that
I am there for them.”
Joel Torres, TIGI Creative
Director for Latin America,
sums it up this way: “Men want
an experience they can recreate
at home once the service is over.
For instance, they’re looking for
ingredients like activated
charcoal in shampoos like Bed
Head for Men Wise Up
Shampoo…”— to give hair body
and snap just like it did in the
salon. He adds, “They’re looking
to indulge in more premium
services.
looKing for tHe
fountain of YoutH
Antiaging technologies are a big
hit within the men’s market.”
Guys want to look distinguished,
not creaky.
Mature—or 50 shades of gray—
is hot. Ben Barkworth, Scruples
Educator and INDIE HAIR
Team Member, says “The new
Scruples Power Blonde Ice and
Steel conditioning gel toners
should be in every colourist’s
colour room.” Barkworth also
digs 90s cuts and colors inclu-
ding frosted tips and center
parts, but as for beards, he says,
“Gents, it’s time to shave.”
And here’s a shout-out to the
elephant in the room: hair loss.
If you aren’t yet ready to go
cue-ball just yet and your
hairline is retreating toward your
occipital crest, man up and
check out Eufora Thickening
Promise with Aloe stem cells.
Also, bear in mind: there is no
such thing as a luxurious beanie
or baseball cap (we don’t care if
it’s Prada), frequently the last
Skill is required
balance to rough
with smooth, raw
with polished
No matter if you are
rock stubble or
unplucked brows,
keep your cut
super-sharp.
PaulMitchell
MitchbyPaulMitchell-Photo:Takashi

6. trends
21
The new sense of luxury
isn’t always necessarily
about retro. But it is
always about wearing
your hair like a grown-up.
refuge of those experiencing
hair loss. Entrust your hair,
whatever’s left of it, to a licensed
professional.
Ditto for your skin, nails, teeth
and wardrobe. And if you must
cover your head, do it with class,
please. We’re fond of the Gucci
black deer leather cap for a
slightly S&M vibe.
Insider intel about what women
really want: we love men’s
hands, love to hold them, love to
be touched by them—especially
when they are strong, supple
and smell like warm vanilla-
almond cookies. In addition to
close-clipping nails, a tip is
CND™ Rescue RX, a hydrating
unisex deep-keratin treatment
which brushes onto the nail and
cuticle for a delicious drench of
bakery-scented moisture.
Can’t touch this: only
the baddest dare to
gel-style to a
rock-hard dry-down.
TIGI
Hair:cut:MioSota-Color:DanielRubin-Photo:KristenMiccoli
TIGI