Sophie is the Manager of Trends for EMEA, responsible for ensuring content in the region is insightful, while also working with the wider team on developing new trends.

Guys That Nail It is a pop-up nail salon targeting men, which aims to dispel the myth that getting a manicure is a feminine thing to do. Started by nail artist Jay Jay Revlon, the male-only nail bar first opened in a pub in Peckham, South London, for two weeks in June and now hosts a mobile service. He hopes the concept will help men feel more comfortable about caring for their nails, whether they are having a quick clean-up, a polish or gel extensions.

Gender divide

Attitudes towards what it means to be masculine and feminine are slowly changing, yet there is still some way to go, particularly within sectors like beauty and personal care that have been traditionally dominated by products aimed at women. While we have seen an increase in gender-neutral products launched, research suggests that many men are actually keen to have products and services that are designed specifically for their needs.

According to Mintel’s 2017 UK report on men’s facial skincare, about four in 10 British men aged 16-34 agree there aren’t enough skincare products aimed at men – perhaps surprising given this younger generation are more likely to subscribe to a more progressive outlook when it comes to gender stereotypes.

Guys That Nail It is therefore likely to appeal to this demographic, letting men access the same services, but in a space and manner dedicated to them. While it could be seen that such concepts reinforce existing gender stereotypes about separating along gender lines, they can provide a welcome stepping stone to a more gender-neutral approach in line with a slow shift among wider societal views.