KACHEN #28 (Autumn 2021) English Edition

BEAUTY
“Perhaps in response to the increasing power of feminist movements, men
have felt the need to reassert their virility. The beard is a strong signal in that
respect,” says Laura Ferber who, with her brother Lionel, manages family
group Ferber hair&style which owns 13 salons, including 4 barber shops,
in Luxembourg.
TODAY’S BEARDED MAN IS NOT THE SAME AS YESTERYEAR’S
For a decade or so now, beards have been back with a vengeance on the faces
of men, and barber shops have been popping up like daisies. A new phenomenon?
Hardly: when you take a closer look, it was only in the 80 s and 90 s that
men opted for close shaves in a big way every morning. And yet, there is little
doubt that today’s bearded man is not the same as yesteryear’s. The crazy,
scratchy beard of previous decades is fortunately a thing of the past. Just like
those that doubled up as a bib, or offered nesting birds somewhere to take
refuge. Virile, yes! But with sculpted and well-tended hair. “Your beard is like a
wild animal and if you don’t take care of it, it will get out of control,” to use the
words of a men’s magazine, which just goes to show that beards are for serious
men, not erratic little boys.
LIKE A BEAUTY APPOINTMENT
Whether it’s a 3-day or longer, beards should be cut, brushed, cleaned and
hydrated using natural products. And if they have a tendency to take on
autumnal hues, you can also lightly colour them where necessary. “Going
to the barber should be accompanied by a full wellbeing routine,” explains
Lionel Ferber, who admits that some customers fall asleep in his chair. So, do
men now go to their barber the way women visit the beautician? “To a certain
extent, yes. What’s more, it’s not all that long ago that men would also go to
beauty salons for hair removal treatments, for example. Nowadays, barber
shops are fitted with beauty rooms which offer a whole host of beauty treatments,”
says Laura. So, besides their hair, men are also apparently keen to take
better care of themselves.
AND WHAT ABOUT MOUSTACHES?
For those still living in lockdown (or waiting for the next one, the pessimists
cry), it’s important to understand that mask-wearing has had little impact on
the hairs on men’s chins. However, for reasons of comfort, beards are now worn
shorter with a slightly more generous moustache. In regards to the latter, it has
come back into fashion, in large part thanks to Berlin hipsters. Which is reassuring
for those who aren’t fortunate enough to enjoy uniform hair coverage,
or who have odd tufts on their cheeks. And beardless men needn’t fret either!
Once women get tired of Old Dutch beards, goatees and sideburns, there’s
little doubt that masculine virility will take on yet another form.
TEXT Fabrice Barbian
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KACHEN No.28 | AUTUMN 21