Friday, September 26, 1997
Skimping on the Hygiene
American men spend less on toiletries than men in many other
countries. Is it a protest against cleanliness or simply a cultural
difference?
By Michelle Navarro
Daily Bruin Contributor
Melissa eagerly swung open the door, and what she saw made her
heart skip a beat. There Sam stood, tall and gorgeous in his blue
jeans. He smiled "hello," exposing the dimples beneath his
sparkling green eyes. Melissa had a feeling that the evening would
be perfect – that is, until he lifted his arm to offer her a rose
and the overpowering stench of body odor flooded into her mortified
nostrils.
According to a September issue of "Business Week," a recent
study indicated that, compared with other men around the world,
American men spend the least on toiletries.
The study was conducted in 1996 by Euromonitor – a company that
provides market reports, directories, handbooks and journals –
listed the per capita expenditure in 1996 for seven different
countries.
Had Melissa dated someone from France, her nostrils may not have
been so offended. The country, known for its romantic appeal,
topped the list in spending with the $51.31 spent per year on
hygiene products.
"I can see why France would be first," said Albert Alexander, a
UCLA anthropology alumnus. "It’s a country where fashion, cosmetics
and perfume originated from and are centuries old. Most of the
products are brought here."
The red, white and blue holds the bottom slot, listed as having
a per capita expenditure of $26.96.
With such a low figure, it’s hard not to wonder if American men
are neglecting their personal hygiene.
"A man can have good hygiene without having a lot of toiletries
or spending a lot of money on them," said Jessica Goldberg, a
first-year education graduate student.
"Toiletries" entails a long list of products, from skin care to
deodorant. Not spending a large amount of money could mean simply
eliminating the items created to pamper.
For many, as long as men buy what the US considers the
essentials, it should be OK.
"It’s important that they don’t stink," said Malissa Denney, a
second-year undeclared student.
Ironically, Uncle Sam’s country has one of the largest markets
of men’s toiletries in the world, approximately $3.5 billion,
Business Week said.
Perhaps America’s "macho" culture has an influence on how much
men are willing to fork out for toothpaste, lotion or cologne.
"Most people here are homophobic. If men here get a pedicure or
manicure, it is considered feminine," Alexander said.
Goldberg suggested that the big difference between the United
States and France could be explained by one of two possiblities:
that there’s more pressure in other countries to have such
products, or that the advertising is different.
Whatever the reason, being in contact with a man going au
naturel may not be so pleasurable.
Jenni Hsyu, a fourth-year communications studies student, had
one such similar experience while vacationing. "This guy was
leaning back in his seat with his arms outstretched. He smelled so
bad we wanted to throw up. You could obviously tell he didn’t use
anything."
"That’s not a bad thing though," she said, "it’s a culture
thing."
Hysu also attributed the finding that men in the United States
spend so little to culture.
"Most of the prominent men in fashion are from France; they’re a
huge part of the perfume and fashion industry," Hysu said.
"America’s not that obsessed. Men just take care of the basics –
like taking a shower. They think it’s a waste to spend a big amount
of money."
Or, as Goldberg said quite plainly , "Men just get away with a
lot more over here."
JUSTIN WARREN/Daily Bruin
Men’s toiletries are out on the market -but do American men
actually buy them?