bodies: hair

Jay L. sent in this Brylcreem commercial from the 1950s, in which men are warned that if they don’t have well-styled, healthy hair, they won’t get the girl next door:

Notice the creepy cartoon characters at about 0:48. Jay says,

He is obviously turned on by the girl, so he elbows the tube, which ejaculates a white blob that falls onto his head. The girl returns to run her hands through it.

Here’s another commercial that tells men if they don’t use Brylcreem, they’ll actually disgust women and make them run away:

Also see this Just for Men commercial that tells men grey hair will hurt them on the dating scene, this one about career insecurity, and this one that equates grey hair with a loss of masculine virility.

Tracy R. sent in the trailer for the movie “Good Hair,” a documentary by Chris Rock:

This movie looks awesome. It humorously addresses the social construction of “good” hair, which means, of course, straight hair. As we see in the trailer, African American women often feel pressured to wear their hair straight in order to be seen as attractive; this is similar to how lighter skin is often defined as more attractive than darker skin, even by other African Americans (and Latinos). It’s also interesting that the pursuit of “good” hair has created a global market for human hair.

On the topic of African American women and weaves, Sexual Buzz sent in this KGB “Natural Weave” commercial (KGB is a service where you can get answers to questions via text) that plays on the “angry sassy Black woman” image.

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

I’ve suggested that the fact that men do not feel compelled to wear make-up is a “triumph of gender ideology over capitalism” (see here).  Companies that sell make-up, after all, have halved their profits by giving up on selling to men.  We should expect, then, a tug-of-war between the profit motive and a gender ideology that suggests that men and women are opposite.   On the one hand, if men and women are opposites, then the requirement that women primp and preen (with the help of dozens of products) would imply that men do not.  On the other hand, if they accept this gender binary, companies lose half their customers.

Accordingly, Gwen and I were shocked to see an ad at Jezebel, sent in by Frank D., overtly marketing scrotum shaving.

We have seen this a bit with products aimed at men and their hair already (see here, here, and here), but I’m still surprised to see this.  I can’t imagine anything harder to shave on anyone’s body, male or female.

So how are they trying to convince men to do it?

They are using the same tactics that they use against women.  They are either (1) shaming men into thinking that they are disgusting and no woman (or man) will have them unless they alter their body (see here, here, and here) or (2) naturalizing shaving such that it is just a fun thing that all men inevitably participate in (see here, here, here, and here).

Check out the second paragraph in this screen shot of the Norelco-Phillips website:

Text:

Did you know that women like men who shave down there? Having silky smooth balls is a lot nicer than finding a huge bush or choking on your pubes!   Today’s trend is to have it clean or at least trimmed.  This helps both aesthetically and hygienic wise as well.

They are also using a gendered logic.  We’ve seen this with other examples of companies trying to sell self-maintenance to men.  They hyper-masculinizing the product.  For examples, see our posts on hair product for men (with “stand tough” hair gel), make-up for men ( with “blo-job bronzing powder”).  We see this with other feminized products and activities too (for example, ice skating and chocolate).  In this case, they don’t say, “If you don’t shave your balls, you won’t be pretty.”  They say, “When there’s no underbrush, the tree looks taller.”

Yeah, no.  I’m not paraphrasing:

One thing we might discuss is whether this this represents a “female gaze” that matches the “male gaze” that requires women to always be a pleasurable object for others to view… or that, alternatively, this is just the male gaze being applied to men.  Some of the marketing for men’s body shaving appears to be clearly marketed towards gay men (see this website, especially here).

Another interesting thing to consider is the extent to which the social invisibility of the pubic area facilitates marketer manipulation.  If you’re straight, unless you’re willing to ask a partner, you have to trust the advertisers to tell you what “today’s trend” is.  What a great deal for the companies.

Oh, and, I’m wondering which you think is going to win this tug-of-war: the companies with their profit motive or gender ideology and a resistance to the feminization of men?

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

According to the Economist, beauty spending–on make-up, diet and exercise, fragrances, skin care, hair products, and cosmetic surgery–adds up to a $160 billion-a-year worldwide.  To illustrate this, Lauren Greenfield calculated the monthly spending of six women and photographed them undergoing their beauty treatments (slideshow here).  Thanks to Karl B. for sending along the link!

26 year-old, Ginger spends $650 a month on her physical appearance. At Manhattan’s store Sephora, Ginger shops alone for cosmetics because her friends know she will spend hours. She is so obsessed with makeup that she founded her own line of cosmetics, Ginger Luxe.

PR-Company owner, Claudine (29) compares prices at Duane Reade drug store in Upper East Side Manhattan. Claudine spends only $80 each month on her personal grooming. Her philosophy is ‘the less stuff I use, the better I look’.

New York City actress Cameron (25) spends $620 a month on her personal grooming. Cameron reveals that her hair is the key to her personality, ‘I spend so much time with my hair-stylists, they’re like my family’.

New York City hedge-fund exec Suzanne (36) spends $1720 a month on personal grooming.  At ‘Skin & Spa’ cosmetic surgery center, Suzanne receives Botox from Dr. Howard Sobel, a treatment that she receives 3 times a year.

Fashion company spokeswoman, Jennifer, 27 receives a spray tan at a top New York salon. Jennifer spends $865 on personal grooming, ‘My spa time’s not a splurge-it’s a necessity!’

For more on beauty and spending, see our posts on the scientizing of beauty products (here, here, and here), our post on how Dove and Axe are in bed together, and this post on the economics of beauty over a lifetime.

Also see Lauren Greenfield’s work on girl culture and photographs of children at a weight loss camp.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

In the spirit of “Obese blamed for world’s ills” comes this little ad video that shows what happens if you fail to shave your legs to absolute smoothness every single day: utter chaos. Not only will dudes be grossed out, but they could DIE!

Look, ladies, here’s how it is: even if you’re white and thin and traditionally feminine, and you wore your sandals and your cute sundress with the cleavage and you have no problem with your boyfriend groping you on public transit, if you forgot or, heaven forfend, chose not to shave the invisible stubble from your legs, YOU HAVE DOOMED ALL AROUND YOU TO MISERY. A woman may be pinned on her back under a stranger (god, it’s almost like you WANT her to be assaulted), and a perfectly innocent man who just wants to enjoy his perfectly healthy apple despite the fact that you’re not really supposed to eat on the bus will choke almost to death AND THEN EVERYONE WILL GLARE AT YOU AND YOU WILL GET A TEXT MESSAGE FROM YOUR FUTURE SELF OR SOMETHING I DON’T KNOW.

Here’s the thing: this ad would be kinda cute, in its Rube Goldberg-esque way, if it didn’t start from the premise that all women should be available to groping by men at all times. No matter how much you doll yourself up, if there is any part of you that is not sufficiently hairless and smooth, you are persona non grata in terms of beauty. Stubble turns you from a hot chick into a chick so disgusting that men actually leap away from you. You’ve ruined everything by failing to meet the endlessly exacting standards of beauty, which you can only hope to meet by buying our extra-fancy new razor or beauty creme or undergarment.

And remember, even if you look hairless, since your body is available to be groped at any time, your True Hairlessness is subject to scrutiny. If you are cursed with thick body hair, or dark hair against pale skin, you should probably just carry your fancy-ass razor along with you at all times, since your stubble might be noticeable under fluorescent light or when caressed by a (male) baby.

Because I am, as you know, a humorless feminist and a noted misanthropist, I am about to do something that is so dangerous to the fate of dudes everywhere, it will probably cause the dystopian women-only future that right-wingers have nightmares about. I live in Chicago, where it fucking snowed this morning, which should give you a sense of how many months it’s been since I showed my bare legs in public. Also, I am a very pale white woman with dark, thick hair. By now, you’ve sensed what’s coming: tell the menfolk to hide in the storm cellar lest they catch a glimpse of this, my real leg:

Behold: My hairy damn leg

I have not shaved in WEEKS. Sometime I go the whole winter without shaving at all, and then I have what I think of as a Deforestation Session in March or April. It’s odd; I’ve lived with a man for six years, but he’s never mentioned the horrible chains of events that must happen to him every day because of my hirsute natural state. He must be suffering in silence, the poor thing.

This is what the beauty ideal is designed to erase: the reality of our bodies. This is what is so scary to proponents of fancy razors, diet pills, fake tans, and all that bullshit: the fact that women have hair on their bodies, just like they’re people or something. Some women are fat and some are thin. Some women have straight swingy hair and some have kinky hair and some have frizzy hair and some just stick what they’ve got in a damn ponytail. Some women have big pillowy lips and some don’t. Some women have curves and some have rolls and some have both and some have neither. Women, just like men, live in human bodies, and human bodies are incredibly diverse. We all know that, even the most brainwashed of us: but we also know we’re not supposed to know it. If we all just said that women are real people — if we said that out loud — what on earth might happen?

Chaos would ensue. Dudes might be harmed.

(Via Feministing.)

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Sweet Machine is a twentysomething queer grad student in Chicagoland, where she studies too much and fails to dress appropriately for the weather.  She has been a fat kid, a thin teen, a chubby teen, a fat adult, a thin adult, and an in-between adult. She is particularly interested in the grad school-y aspects of fat, such as its intersections with gender and disability.”

If you would like to write a post for Sociological Images, please see our Guidelines for Guest Bloggers.

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For more body hair confessions from Shapely Prose, visit their posts on women having hair where they “shouldn’t” and not having hair where they “should.”

And for more from Sociological Images on the hairlessness norm for women, visit our posts on shaving the hair down there (here, here, here, and especially here) and our post on early marketing of armpit shaving.

Another example of hair removal and standards of female beauty. Not at all subtle encouragement for women in the new ad from Schick/Wilkinson Sword razors for women.  Shaving apparently makes you happy enough to sing songs with obvious innuendo.

[youtube]https://youtu.be/rfed1DT1PGA[/youtube]

 Here is an ad from the “Most Interesting Man in the World” ad campaign by Dos Equis:

This ad, which is a clear attempt to harken back to the halcyon days of unfettered masculinity, is a cautionary tale against the feminizing effect of men shaving their body hair.  Contrast this message with that of the following ad for the Schick Quattro:

Since the razor is pink, we can safely assume that it’s intended for women to use when converting their spiky brambles into beautiful flowers.

So, men aren’t supposed to shave below the neck, but women are required to.  Specifically, women are supposed to shave their “flowers” (in a nod to vulva-as-flower imagery?).

This may be helpful in discussions about social norms related to the removal of pubic hair. Of particular interest is whether the expectation of women’s pubic hair removal is objectively different from the expectation that they will remove other body hair.  Although pubic hair is considered more “private,” it’s difficult to make the argument that the impact of removing it is more sexual than that of, say, removing armpit hair (given that women’s attractiveness is partially predicated on the illusion of hairlessness).  Also, some men are beginning to remove their pubic hair (and the Most Interesting Man in the World be damned). Is this a positive shift, suggesting some parity in beauty standards, or is it a negative shift, in that superficial cosmetic norms now have the power to leapfrog over the traditional bastion of masculinity?

Amanda M. submitted this commercial for a bikini razor and trimmer. Notice how order, beauty, and civility in horticulture is linked with taking the razor and scissors to your pubic hair. God forbid it be unruly, as bushes are in nature.

I suppose I should be glad that none of the bushes just shriveled up and disappeared entirely. And I am.