More men, companies becoming hair aware

Chronicle Staff Writer

More men are ignoring their macho instincts and using hair products.

"If I don't use hair products it looks a little boring," said Brent Garcia, who has black hair sculpted a couple inches above his head. "I've gotta use something sticky."
Men are using gel for shine, wax for texture, pomade for flexibility and hair spray for a lasting hold.

They just don't admit it.

"Dare we say feminine," said Tim Cummins, an instructor at the Academy of Cosmetology who uses several hair products.

Men are becoming more confident styling their hair. They are more conscious of their hair and want to look attractive.

And women love it.

"Girls are very attracted to guys that take care of themselves," Cummins said. "It's all about confidence."

TIMES ARE CHANGING

Men were once embarrassed to rub goop on their heads.

Not anymore.

"The metro sexual thing is getting bigger and bigger," stylist Sara Kantorowicz said. "It's becoming more acceptable. It's not a big deal anymore."

Men are exploring their fashion sense and seeking a stylish look without much effort. They don't want to be vain, like they're trying hard to polish their hair, but they care about their image.

"Men like something that will be fast and easy that they won't have to spend time with," Cummins said. "Men are definitely more concerned about their personal appearance these days."

One reason men are becoming more hair aware is society's growing obsession to mimic famous actors and singers, said Norma Madan, a cosmetology school teacher. And another reason is a man's need to make a good impression.

"Guys know nowadays if they want to have a good job and make good money, they have to present themselves well," Cummins said.

JUST FOR MEN

Companies are adding product lines to reach the growing male market.

"Five years ago, there wasn't a lot of product," Kantorowicz said. "Guys had to use womens' products."

But products for men are sprouting everywhere. Nearly every company has added a line of muds, waxes, pomades and gels for men.

"There's something for every look," Kantorowicz said, adding that companies also offer shampoos and conditioners for men. "Nowadays, men are getting into it."

And the stuff smells like cologne.

"Most of it does smell very good," Kantorowicz said.

Waxes and pomades are packaged in circular cans and colored with bold, masculine colors.

The containers look like a can of chewing tobacco.

"A lot of guys come in and buy pomades," Kantorowicz said. "You can use just enough that it just looks natural."

LESSONS ON STYLE

Men in local salons are asking for help with their hair.

"They have to have a good, basic style to start with," Cummins said.

But they're often shy to ask for advice about hair care and style, even though their attitudes are changing.

"They think it's a little girly," Kantorowicz said.

To that end, stylists are making the first move.

They talk to male clients about hair products while giving them a haircut. They tell men how to style their hair, and they urge them to try certain looks.

"They don't come in just for a haircut," Madan said. "They want some style."

FASHION SENSE

Garcia uses hair products to match his clothes.

"I wear clothes that are a little edgier," he said. "It goes with the rest of my look. I just think mens' fashion in general is becoming a little more edgier. Guys are dressing cooler and doing more with their hair."

But occasionally, somebody teases him.

"I got some crap at the bar," Garcia said. "I don't care."