AMERICAN MEN USE THEIR HEADS WHEN IT COMES TO STAYING WELL-GROOMED

Wahl Clipper Survey and First Ever “Index” Shed New Light On Men's True Grooming Habits

  June 15, 2004 – Revealing for the first time what hairy parts of their bodies American men are keeping groomed at all times, Wahl's 2004 Grooming Survey exposes that what is out of sight… is out of mind.

 Wahl's survey found that the majority of men are diligent about grooming everything above the neck (hair – 83 percent; ears/nose – 56 percent). But fewer than one in five men claim they groom any area below the neck. Surprisingly, it's their private parts that get the most attention (16 percent) versus the more visible hairy body parts such as the chest (9 percent), back (8 percent) or legs (4 percent).

 “Even now when so-called metrosexual behavior is being portrayed as a trend, our survey shows that the average American guy is not the face you see on cable TV,” said Pat Anello, Director of Marketing for Wahl Clipper. “With Father's Day around the corner it's worth noting that most men are sticking to the basics of grooming.”

 The naked truth behind these and other hairy facts have been tabulated to form Wahl's first annual Grooming Index, designed to benchmark the grooming behavior and habits of American men (age 18 and over).

 The survey also revealed that guys still prefer the neighborhood barber to a stylist (55 percent versus 39 percent). When it comes to pampering themselves with a manicure, pedicure or facial, American men are hard-pressed to be convinced. Despite all the metrosexual hype, only 9 percent of male respondents have ever gotten a manicure/pedicure and only 7 percent a facial. 

 “Our Grooming Index will be tracking the changes in men's grooming trends in the upcoming years to see how men's attitudes toward personal grooming shift and to what extent they are being pampered,” added Anello.

 Most fascinating to Wahl professionals is the fact that the no-frills male grooming rituals can vary according to their ethnic background, age, and where they live:

  Ethnic

• Dapper Joe - Overall, Non-Caucasian men out-groom Caucasian guys in 6 out of 9 grooming categories. For example, 22 percent of Non-Caucasians enjoy manicures/pedicures and 13 percent enjoy facials; 6 percent of Caucasians have gotten a manicure/pedicure and 5 percent a facial.  They also indulge more often in a straight razor shave (39 percent) versus Caucasians (17 percent). And shaving their private parts is a bigger priority (24 percent) versus 15 percent for Caucasians. Lastly, 44 percent of Non-Caucasian men cut their hair more often than Caucasians (13 percent), at least every two weeks.
• Average Joe – Caucasian men spend the least amount of time fussing over their appearance, out-grooming Non-Caucasian men in only one category – ear/nose trimming (58 percent compared to 47 percent of Non-Caucasian men).

 Age

• Body Conscious - Gen Y males (25-34) are the best groomed overall out-trimming other ages at every body part below the neck. In fact, 32 percent of Gen Y guys trim their private parts versus 11 percent Gen X and 9 percent of Baby Boomers.
• Head Strong - The attention to grooming below the neck dwindles among Gen X males (35-44) who are still more focused on haircuts (88 percent) and trimming their ears/nose (62 percent) than grooming their chest or getting a facial.
• Traditional - Baby Boomers (45+) stick to the traditional grooming rituals of a haircut (80 percent), ear/nose trim (60 percent), and trusting their barber (61 percent). Once and awhile they splurge on a stylist (30 percent).

 Region

• Men in the south are most likely to get their hair cut at least every two weeks (25 percent) compared with only 15 percent of men in the rest of the country.
• Midwest men are the shyest when it comes to grooming their private parts (8 percent versus 17 percent in the Northeast, and 19 percent in both the South and West regions).

  “We're not surprised to learn that men are not investing in personal grooming services beyond the traditional haircut,” said Anello. “Wahl has been observing men's grooming habits for over eighty-five years and we know men value convenience and privacy over being pampered.”

 The survey, conducted by Opinion Research Corporation, is based on telephone surveys of 1,009 adults,18 and over (including 512 men) conducted between May 6-9, 2004 with a margin of error among all adults plus or minus three (3) percent (and a margin of error plus or minus four percent among men).

 For detailed color charts of the key survey findings contact Ashley Devonshire at 312-255-3053 or at ashley.devonshire@hillandknowlton.com.