The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Jeremy Paxman

Male grooming brands hit by beard fad embraced by Clooney & Paxman

Author

By John Glenday, Reporter

January 13, 2014 | 1 min read

A beard craze exemplified by the stubbled visages of the likes of Jeremy Paxman and George Clooney has knocked sales in the male grooming industry, according to King of Shaves.

The toiletries sector has been hit by a slump in sales for shaving gels as male consumers opt to mimic stars of the small and big screen by growing their beards according to Will King, chief executive of King of Shaves.

King told the Sunday Telegraph: “Sales across the shaving industry were actually down in the UK and US last year for the first time because of guys not shaving, because of the celebrity beard, and partly because of the recession.’

“[The downturn] took five years from the start of the recession, and maybe it has been spurred on by the whole internet entrepreneur look, the ‘I work in Shoreditch, I don’t need to shave’ look.”

In a welcome respite for the industry Paxman has since shaved his beard off.

Jeremy Paxman

More from Jeremy Paxman

View all

Trending

Industry insights

View all
Add your own content +