Male vloggers more inspiring than footballers for men's style

Published 31st Jan 2015 by rachael

Male vloggers are the second biggest source of inspiration for men's hairstyles, with more than one in ten men over 25 citing them as their go-to for hair ideas. Actors still inspire the most copycat hairstyles, but vloggers come in at number two, with footballers in third place. The research, carried out by Fudge Professional, revealed that it's not just Zoella and Tanya Burr dominating YouTube. Men are increasingly turning to lifestyle gurus on the site for inspiration before heading to the barbers - and it's not just teens that are #obsessed. Despite under 24s being the biggest consumers of videos (17 % of men under 24 cited vloggers and bloggers as their main source of style inspiration), an additional 12% of 25-34 year olds agreed, as did 8% of over 35s. Male grooming expert and vlogger Jules Heptonstall says: "Long gone are the days of watching the match and following it with a mohawk bleach. Now the web offers an emporium of video tutorials in how to get your desired do and get sartorially slicked from the comfort of your own bedroom. From pomades to pastes, combs to quiffs – you name it, YouTube it, watch it, style it. As a blogger and YouTuber I’m constantly changing my hair, restyling it and testing products because my viewers demand it – I take my inspiration from street style, celebrity and fashion and in turn my how-to is fed to my viewers. It’s a totally new way of grooming education." Fudge Professional creative director John Vial adds: "It’s always great when a blogger or vlogger genuinely likes and reviews our products – the influence they have over their captive audience is staggering and their recommendation means so much. As a brand, we can’t ignore that there is a shift in buying behaviours of our consumers. It’s great to see our favourite You Tubers who we have been working with and supporting since the beginning blossom."