Where Do New Age Men Hang Out? Hint: It’s Not Just Bars or Salons
When asked where New Age men would hang out these days — spas, unisex salons and bars are the usual places that spring to mind. However, there is a place not known by many that today’s men find solace in — the barbershop.
This sudden surge in demand among Malaysian men to return to the conventional ways of the neighbourhood barber intrigued us to search them out and talk to them. Our initial perception of the typical ‘cheap and cheerful’ haircut that comes with a quick head massage went out the window as we uncovered a whole new revelation.
We spoke to some barbers around KL town to understand the different haircuts that are trending, and get into the minds of today’s men — their behaviours, motivations, and insecurities.
POMPADOUR – The Sleek Gentlemen ala “Gaya, Mutu, Keunggulan”
The ultra-sleek and sophisticated haircut; is not for the bold and definitely not meant to be flashy. The pompadour hairstyle is usually requested by white-collared professionals, architects, government officials and even teaching professionals.
Contrary to popular view, the Pompadours are not the hipster men of Malaysia. However, they personally feel the increasing pressure to look and feel good. Male vanity or “Metrosexuality” is a prevailing trend constantly conversed among men and observed (perhaps even joined in) by the local barbers.
Defined as men with taste and style who know about fashion, art and culture — the local term “metro” becomes the new norm that even the conservative crowd cannot escape from. “Get groomed or be doomed” is the latest mantra!
UPPER CUT – The Edgy Homeboy
This cut (no, not the punch delivered in a fight!) is one for those young at heart — seeking a new look, perhaps an image overhaul. While the consensus would take one look at these “Millennials” and label them as a rebel cohort, our discovery begs to differ.
These youths feel that they are more pressured than the average young working adults, as they experience many firsts in the journey to self-discovery — those of relationships and the competitive spirit to outdo other men.
Mohd Isya Bin Sulaiman of Joe’s Barber gave us a startling insight about those who request for the ‘Upper Cut’. The hip barber shared that guys immediately desire a new look whenever they go through a breakup with their girlfriends (which makes us ponder, so who’s the girl now?).
Barbers can now add dating advisor and relationship therapist to their styling title. Oh, don’t forget ‘friend’. Follow Joe’s Barber Shop SS15 @joes47500 and Isya Sulaiman @sedut999 on Insta!
UNDER CUT – The Active Sportsmen
The Undercut is what the barbers would call the ‘standard cut’. Malaysian men are — and always will be — full-on passionate about all things sports, from the local to the international front.
The only difference in today’s men is that the team jersey is no longer the only form of association — style has paved the way for other forms of expression like hairstyle, tattoos, and facial grooming (beard and if possible — the goatee).
Barber shops realize this passion and use popular sportsmen’s latest hairstyles (particularly footballers) as references for customers, especially during game-time season.
HI LO FADE – The Stylish Bad Boy
There is nothing apologetic about this cut. It is an out-and-out badass look where rules are thrown out the window and shouts “I am present, look at me.” (some might argue that it screams “check me out.”)
In a conservative country where culture often stresses for us to blend in, these men are the outliers. They are confident inside, fearless in nature, and non-conformist. Normal ain’t got nothing on them!
Surprisingly, the barber reveals that these guys are not competing among fellow men, but for the attention of women. Call it a modern way of peacocking — the hairstyle presents a way to stand out, an unspoken opening liner, a Joey Tribbiani-style “How you doin’?” (whilst the soundtrack of Bad Boys plays in the background).
Safe to say, these men enjoy looking sharp — and definitely enjoy the opposite sex’s attention.
So What Did We Learn?
From meeting these local urban barbers, we tapped into the minds of everyday Malaysian men and discovered their motivations from their choices of haircuts.
Our finding? Men are no longer the simple individuals the public generalized them to be. There are thought processes to why they style themselves — and it’s not just because they are due a haircut.
We can safely say that these are exciting times for marketers — especially since women shoppers are cutting back on their spending. Men-related behaviours and insights are definitely sought after as we find a shift in purchasing decision-making processes.
