HOW TO BE A MAN AND BE BEAUTIFUL? AN EXPLORATORY STUDY ON MALE PRACTICES OF CONSUMPTION OF BEAUTY

Abstract

Recent changes have affected the boundaries of gender: masculinity and femininity show, inmany situations, blurred boundaries. Even so, many traditional gender ideals still exist in thesubconscious of the individual (Goldenberg, 2000). The masculine identity is constructed outof denial - denying the attributes related to women, children or homosexual - and those whoconsider themselves outside the dominant pattern of masculinity still have fear of beingperceived as gay (Badinter, 1993; among others). The consumption of beauty products isassociated with the desire to promote an increase in physical attractiveness and achievementof the corresponding social benefits (Bloch and Richins, 1992). Because physicalattractiveness is considered a central element of femininity, the consumption practices ofbeauty is often more important in the construction of women's identity. However, the malegender identity is associated with less concern with appearance, as a consequence, men haveless inclination to adopt beauty practices. In this context, how to research such topic as beautyamong men? This study aimed to a better understanding of the male consumer of beautyproducts and services, reflecting on aesthetic values and practices related to male beauty. Datawere obtained through in-depth interviews using projective techniques as well, with ten youngmen of high socioeconomic status in Rio de Janeiro. Several aspects of the practices of beautyseemed to be manipulated by respondents in the characterization of social roles and theconstruction of gender identities. Few were the practices of beauty identified as allowed formales. They do see beauty as a facilitator of social relations, but intelligence and professionalsuccess are seem as more important. Man do not need to be beautiful. And he must not strive -or demonstrate that strives - to be beautiful. The beautiful body must be a "side effect" ofsearch for health or taste for sports. Their accounts suggest a close association between beautycare and femininity. So, how to be beautiful and masculine at the same time? How to takecare of beauty without being a woman? In order to preserve the maleness is necessary that themale consumption behavior of beauty products and services remain distant from the feminine.Thus, women's behavior seems to serve as a reference point for the interviewees: they observetime, effort and financial investment women devote to beauty and, thereafter, they start theirconstruction of what is 'allowed' or 'forbidden' concerning their beauty practices.