Cosmetics Horrify Most Males (Press, 29 January 1969)

A recent survey conducted on 28 January 1969 highlights significant resistance among New Zealand men towards the idea of using cosmetics, specifically moisturisers and skin lotions, which have gained popularity in other parts of the world. The discussion was prompted by comments from Ronald Humphries, a make-up artist from London, who suggested that such products would soon arrive in New Zealand as an essential aspect of good grooming. The survey responses were overwhelmingly negative, with many men expressing horror at the notion of using products like facial masks, moisture balms, or hand lotions. Reactions varied, with some men labelling the concept as "revolting," "decadent," and "ridiculous," while others deemed it unprintable. Many asserted that they had neither the time nor desire to engage with cosmetics, preferring a traditional approach to grooming. This contrasts sharply with opinions from a decade ago when even the use of after-shave or deodorant might have provoked similar scorn. One man stated he would "rather be dead" than use cosmetic products, fearing they could lead to accusations of having homosexual tendencies. He admitted to using only basic grooming products like talcum powder and aftershave, and expressed a willingness to grow old without the aid of cosmetics, dismissing the idea of striving for perpetual youth. Though some men acknowledged that certain cosmetic products might eventually reach the New Zealand market, they believed such purchases would appeal to a small, perhaps more fastidious, segment. Another man noted that while he dedicated time to his appearance, he would not resort to cosmetics, equating cleanliness with basic soap-and-water practices rather than beauty products. He also referred to the potential for cosmetics among men as a passing fad, akin to historical trends. Interestingly, men with younger sons demonstrated more openness towards changing societal norms regarding grooming, indicating a shift in attitudes may occur over time. While most men surveyed admitted to using deodorants, talcum powder, and aftershave—often because they received them as gifts—they remained resolute in their rejection of additional products meant for skincare. Women’s opinions on this matter varied as well. Some women preferred traditional masculine scents, while others acknowledged the practicality of cleansing and moisturising products. One young woman mentioned that her father used her moisturiser, highlighting a gap in the male skincare market. In conclusion, the attitudes of New Zealand men toward cosmetics reveal a strong adherence to traditional masculine grooming habits, with a prevalent concern over societal perceptions and masculinity. As societal norms continue to evolve, it remains to be seen whether cosmetics will eventually be embraced by a broader audience of New Zealand men.

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