We already know Denmark is pretty Metrotastic. But it’s not just ‘gay’ game shows that set it apart from other, slightly more dowdy countries. Now, the Danes are bringing metrosexual gender equality right into the heart of the beast, the hair salon. In a recent court ruling, Denmark authorities have decided that the higher price women pay for their cut ‘n’ blows is illegal. Whilst we could argue that this is taking anti-discrimination ‘too far’, and that there is an objective justification for women paying more at the hairdressers – the fact it takes longer to cut and style their hair – I am quite intrigued and amused by this news.
The main ‘finding’ I am taking away from this equal opportunity tartiness, is that men’s beautification is now seen as if it is as normal, and as valuable as women’s. When car insurance in the UK got the same ‘euro’ equality treatment, nobody was surprised that rather than making men’s car insurance cheaper, women’s tended to go up to match what men pay. The same I expect will happen with this hair directive. Salons, that were previously giving men cut price cuts, maybe as a way of playing down men’s metro-narcissism, will probably now charge top price. I am not an expert in this field, but judging by some of the barnets I see on metro boys these days, I think it is possible they are in the salon as long as women anyway. And with more and more unisex hairdressers, why should one group of customers pay less for the same product/service?
It seems likely that it won’t be long before ‘men’s’ and ‘women’s’ hair and beauty parlours will give way to the blurring and mixing of these gendered spaces, with universal ‘pampering’ available for all. But what I think is also on the more distant horizon is the end of ‘men’ and ‘women’ altogether. We’re not in Kansas anymore Toto. The future is Metrosexy.
h/t Laura H