Historical research by Lynne Luciano documents that male beautification and grooming practices have increased steadily decade over decade since the 1990s.
"this is actually just the newest instantiation of a documented trend going back to the 1990s. You can read the historian Lynne Luciano's work on this, uh, where male beautification has increased decade on decade" (said at 1:22:55)
Historian Lynne Luciano's seminal work, 'Looking Good: Male Body Image in Modern America' (published in 2001), documented the historical emergence and acceleration of male body consciousness, grooming, cosmetic procedures, and physical self-presentation across the post-World War II era through the 1990s. While Luciano's research established that modern male beautification and appearance anxieties expanded significantly leading into the late 20th century, her 2001 book could not have documented trends occurring 'decade on decade' after the 1990s.
- context: Looking Good: Male Body Image in Modern America ; Brutes in Suits: Male Sensibility in Ame… (Journal of men, masculinities and spirituality 2011)
"Looking Good: Male Body Image in Modern America, by Lynne Luciano, (New York: Hill and Wang, 2001) x + 259 pp." (abstract, passage verified)
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