By Kristen Barber
When I explain my research to people, they often ask: “What is a men’s salon, exactly?”In a fleeting interaction I might simply describe it as a salon dedicated to the primping and preening of men. The high-service men’s salons in my study tout stylish haircuts, fine manicures, exfoliating facials, and meticulous waxing services. But to more accurately explain what a men’s salon is involves understanding that gender is actively produced, not a static characteristic of a person or place.
In my article, “Men Wanted”: Heterosexual Aesthetic Labor in the Masculinization of the Hair Salon, I tackle the organizational efforts that make the salon an “appropriate” place for well-to-do, straight, and often white men. This is significant since the salon is historically associated with women and seems an unlikely place in which men can approximate culturally valorized forms masculinity. One way both salons in my study masculinize the space is by demanding what I call heterosexual aesthetic labor from the mostly women workers. Aesthetic labor highlights the importance of workers’ appearances and use of their body in frontline service work, where employees interact face-to-face with customers. Workers are hired because they embody the aesthetic values of a retail brand, with white, middle-class workers, for example, reflecting the identities of white, middle-class consumers. This assures consumers they are in the “right place” for people like them and is a key mechanism in reproducing social differences and inequalities. Continue reading “What is a Men’s Salon? And What do Women Have to Do With It?”