Men look to at home-solutions to their haircare needs during the coronavirus

Throughout social media, there has been a large number of videos dedicated to showing men how to achieve a buzz cut and other easy-to-maintain styles that address keeping their locks in tip-top form during the lockdown period. Credit: Andrew Angelov via Shutterstock.

With hairdressers still uncertain about their future opening times, many men are resorting to either cutting their own hair or shaving it off completely to avoid dreaded bad hair days. Throughout social media, there has been a large number of videos dedicated to showing men how to achieve a buzz cut and other easy-to-maintain styles that address keeping their locks in tip-top form during the lockdown period. While many are prepared to take the risk themselves or have a loved one do the honours and face the potential wrath of a bad haircut, others, too afraid to grab for the scissors and clippers, are simply opting to learn new ways to style their hair at home.

Could this lead to an increase in sales of styling gels and other hair products aimed at men during the COVID-19 pandemic? And could manufacturers capitalize on this by targeting a male demographic searching for products that offer a salon-finish look at home?

Appearance is important for men and is this no less true during periods of uncertainty. Prior to the COVID-19 outbreak, 71% of men globally said that feeling physically attractive is either very important or important in creating a feeling of wellbeing or wellness*. The lockdown may fuel this desire even further particularly with Zoom meetings and house party calls becoming increasingly popular and the “new norm” as a way of keeping connected with colleagues, friends and family.

While it is reported that many men have taken a relaxed approach to their hair and grooming needs and let their hair and beards grow-out during the lockdown, with social restrictions expecting to ease up and businesses commencing “as usual” in the coming months, the majority of consumers will now be looking to get back into the swing of things as far as their grooming routines are concerned. However, with the future of hairdressers thrown into uncertainty due to social distancing regulations, it seems unlikely that many will be able to rely on their regular barbers for maintenance control; this will continue to stimulate an increase in demand for at-home styling products and hair colouring kits that can offer a salon-quality finish for consumers looking for professional results in the comfort and safety of their homes.

Source: *GlobalData’s 2019 Q3 global consumer survey

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