ESTETICA Magazine USA (4/2018)

Gone are the lumberjacks and the man-buns, as men’s hairstyling and grooming comes into its own much as adolescent
rebellion evolves into sophisticated individualism. And men continue to get savvier about what they need and what they
want. Indeed, the global male grooming market was valued at US$47.2 billion in 2015, and, according to Euromonitor, is
projected to grow at a CAGR of 5.2% to reach US$60.7 billion by 2020. Guys are tired of using their girlfriend’s products,
and this is why so many professional hair product companies are developing specific and targeted lines for men and their
special needs and why salon professionals need to keep up with these and influencers, so they can advise the fellow in their
chair about what's best for them. Andrew Carruthers – Director of Education for Sam Villa recommends above all creating
a gender-neutral space where male clients will feel comfortable and be ready to give advice. "A good portion of men don’t
have a clue about hairstyles, products, or salon etiquette (like prebooking & referrals)," he shares, "so they need to be told!"
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