How Brands Use the Ritual of Shaving to Sell Everything

From condensed milk to life insurance

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

If you're a postpubescent North American male and reading these words right now, there’s a good chance that you shaved your whiskers off this morning. Chances are, too, that you’ve heard some of the traditional reasons why you bothered: that most women prefer it, that most employers prefer it, that it makes a guy look younger. And in case these aren’t good enough reasons to pick up a razor, consider the study that found a defendant accused of a felony was more likely to be convicted by a jury if he wore a beard.

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