IT’S A rainy Sunday afternoon. That ‘end of the weekend and back to school tomorrow’ feeling is starting to kick in, so I call my friend Mark and we decide to go for a drink and to have a good look at the papers – both the intelligent broadsheets and the trashy tabloids.
We drive around and settle for the Cock and Bottle, a small and cosy pub tucked away behind Westbourne Grove, which is lively but not too crowded. I get the drinks in, and notice that Mark looks tired, but when I mention this to him, him his response takes me by surprise. He tells me that he was partying all night, but that he shouldn’t look tired, as he has just applied his latest Khiels eye cream which – he says – has cost him “£20 for a tiny pot”! I explain to him that one application won’t generally show any improvement…
While I am trying to make my point, I notice that he has had a new haircut. I ask him where he had it cut and to my absolute shock he tells me he has been to Smile, on the Kings Road. “That’s where I go!” I remark. “It’s trendy and expensive and… listen, since when are you spending money on looking rugged?!” We both laugh and discuss how times are changing and how modern man has developed in the last few years. Look no further than our very own footballers: from George Best to David Beckham…
It does seem that what once upon a time was considered odd for a man to do, has become mainstream and staple behaviour. It’s official: real men moisturise, buff and exfoliate.
Statistics show that over the past six years the grooming industry in the UK has grown by more than 800 per cent, with stores such as G. Room dedicated exclusively to male grooming opening up in Carnaby Street, which I noticed just the other day.
I think to myself that perhaps men will become too polished, but looking around the pub, I am reassured at the number of ‘blokes’ who – squeaky clean or not – seem to be cheering and shouting at a footballer on a television screen. Let’s hope their male vanity only goes to their face – not to their head…
“Are you hungry?” says Mark, bringing me back to earth. “Yes, I am actually,” I reply, “what do you fancy?” After running through some options from Thai to American diner, and realising how spoilt for choice we are, we decide to go to The Bonaparte for some pub food instead. We arrive and look for a table. There is a perfect spot by the window, so we sit down and look through the menu to the sounds of Bill Withers. It’s now raining heavily outside and the newly refurbished candle-lit room is very inviting indeed!
While we wait for our food, I pick up one of the supplements: I have to laugh when I come across a ‘Men Only’ grooming essentials spread which covers fragrances, shaving, body face and hair products. I go through it with Mark as he points out his favourites.
At last the food arrives and we tuck into it: a deli platter and diet coke for me, and sausage and homemade mash (swimming in gravy) for Mark washed down with a Guinness for good measure.
It’s time to go home. Luckily it has stopped raining so I can wander back on foot. As I walk away I call Mark. “What is it?” he asks. “Don’t forget to exfoliate!”
