Cosmetology and Boys: Recruitment and Retention Success Stories
Image of a Hairstylist
Cosmetology has long been a program in Career and Technology Education (CTE) across the country that predominantly attracts and enrolls “females”. The social construct of gender is so fluid now, especially among the younger generations, that the dichotomy of male versus female has expanded. This reality makes marketing that is solely focused on traditional gender roles outdated and unrealistic for many consumers among the younger generations. The cultural shift also opens up many opportunities for each person to develop their unique style with hair, makeup, clothing, etc.
Cosmetology can lead to multiple careers and professions providing an income that can support an individual through college and a family through life. The bias of cosmetology as a “female only” field has been rooted in tradition and normalized by ads for “female employees” back to the 1970s when newspapers advertised jobs by gender (men or women need only apply). While these days of gender-focused marketing are mostly behind us, the challenge is overcoming the remaining bias that serves only as a barrier to these great jobs.
Education practitioners have provided me with some good examples that can help normalize students from a young age to any career in CTE. We begin by recognizing the shift going on among our youth and the American culture that provides some interesting opportunities to make cosmetology a career area accessible and interesting to all.
First, the domain of using hair dyes, nail polish, and even makeup is no longer female only. Creative haircuts that require expertise in styling for any gender might include a messy buzz cut, a shaved line or a Mohawk, or a textured crop fade or spikes or pomp or…. You get the idea. What is “in” is whatever you want: long or short hair, wavy or straight, blue or purple, traditional style, or completely original. With considerations of facial and body hair, painted nails, tattoos, piercings, and more, the whole body has become a canvas for artistic expression. Young people have always been at the forefront of challenging traditional grooming and the current younger generation is no different. The culture for change in cosmetology marketing is here, so how do we ride the wave? How do we crack the code? Here’s what I have learned from the field of successful Cosmo programs so far.
Start by going to a barbershop. Cosmo and barbering are two different programs, with barbering beginning in two-year colleges, but that is not the point. To create an equitable learning environment, you have to first make the student feel comfortable. Cosmo teachers are often female and very familiar with salons and spas, but are they comfortable sitting for an hour in a barber shop? Consider your room/lab. Do you have a barber chair? A barber pole? Sports magazines or materials that you would find in a barbershop? How about scents? Are they gender-neutral or more floral? Are the pictures on the wall similar to a popular barber shop or spa that men frequent? Create a space that feels normal to people who go to barber shops, as well as those who go to spas. Engage your students from outside the program to help create awareness of their comfort. A diversity of students can help you think outside the box.
Consider visiting a children’s hair cuttery. These are very popular now. How might you incorporate a kid’s corner? Might you add some bright colors, fun snacks, booster seats, calming toys, mirrors for small hands, and most importantly, pedagogy in your instruction for the child getting their first haircut?
Engage other CTE programs for recruitment and shared support. One school with an ROTC (Reserve Officers' Training Corps) partnered with Cosmo to make sure the ROTC students learned about opportunities in Cosmetology. Providing education along with free haircuts from your advanced students can be a great connection to the local military community and their families. Benefits can arise from both service to the military (Relevant) and normalizing (Normalize) the space with input from those in uniform. And, your students can take time to reflect on how they are serving the world now!
Work with health care programs to provide information and opportunities to explain the connection between pedicures and diabetes and hair care and overall indicators of health. I heard one story about how a cosmetologist found a suspicious mole on a person’s scalp and suggested they see a dermatologist. This ended up saving the customer’s life!
Cosmo is a STEM (Science, Technology, and Mathematics) program but this is often overlooked. Listen carefully and you will hear students learning about biology, chemistry, anatomy, technology, and mathematics as they begin their training. A mistake in the lab can have consequences for the safety of the client and the technician. Cosmetology students know more about STEM than we may realize!
Cosmetology is a pathway to many career options for all students, and an important path to college, where additional education can build on previous learning and provide an education for barbers, stylists, cosmetologists, and much more!