On TNT’s celebrated series, Mad Men, we are given an inside look at the ‘Ad Man’ of the 1950s. Men and women alike are captivated by Don Draper and the men who inhabit this world: strong, virile, self-assured and perfectly manicured. Today’s man seems to be reaching back to a time when slick hair, pressed pleats, crisp shirts and dapper hats was an expression of your worth. They said, “I’m a contributing member of society, a charming party guest, a bon vivant sans excess.” But make no mistake; these affectations were purely for show. Beneath that tailored appearance beat the heart of a hunter, warrior, and lover.
We relate to these men, because we are becoming these men.
Today, we live in a time of economic uncertainty. We are enduring a conflict ridden world of strife. We are suffering the effects of greed and excess. This is not unfamiliar territory. We’ve been here before, remember? The Great Depression, two World Wars and a Global Oil Crisis.
During these uncertain times, we’re asked to button down and toe the line. Gone are the symbols of casual excess in our lives and in our style. The Hybrid vehicle has eclipsed the Hummer. The mansion has given way to the single family home. And our runways have shed the ‘bling’ and graced us with classic, understated lines invoking a look of responsibility and efficiency. We are men of worth, not boys at play.
This might explain the sudden resurgence of hair gel in the market place. Not since the 80s have we seen such interest in the immovable hair style. For over two decades, product manufacturers shed the gels in search of hair nirvana: hair that moves but holds its shape. This mythical ideal has produced sprays, balms, treatments and creams. A never-ending panoply of serums and potions addressing individual hair needs in order to accomplish individual hair results.
Gel, on the other hand, produces variations on one single theme: hair should stay the way you created it. A crisp representation of the person you are projecting yourself to be: immutable and relentless. Our hair no longer suggests that you’ve just had sex, but that you are worthy of sex.
This year, Bumble and bumble ended their moratorium on hair gel when they introduced Gellac and Bb Gel. Gellac is part gel and part lacquer that freezes the shape in a glistening finish with absolutely no chance for movement. This is perfect for the classic male who commands respect at work and evokes adoration at the club. The Gel on the other hand is a more standard formulation that allows for dry or wet styling. This is perfect for the more creative or handy among us.
Kerastase has introduced a formula that not only holds, but protects. For those faced with the hard work of rebuilding our communities beneath the scorch of sun and amidst the bluster of wind and rain, there is Soleil Gellée Aqua-Proof UV Filter. No one can build a house with hair in your eye and no one should be expected to attend a BBQ with dry/damaged hair.
There are even gels on the market that promise to create a hold that looks natural and uses natural ingredients. Sidlab Haircouture has introduced an entire line of products that are paraben free and attitude free.
Most of these products were not on the market place a year or two ago. Perhaps because we were more freewheeling then, asserting our individuality and proclaiming our successes. Our mission was to acquire no matter the consequences. We were mavericks in style and composition and used whatever product would get us there.
Today, we are at the precipice of change (or according to President Obama, change we can believe in). In a world that has become noisy, messy and chaotic, it would seem that the more desirable man is one who has it under control – inside and out.
Written by Danny Leclair
For Wrapped Magazine
