EINE KURZE GESCHICHTE DES BARTÖLS

"Ich habe den simpelsten Geschmack. Ich bin immer mit dem Besten zufrieden."
Oscar Wilde

Ahhh, Bartöl. Das wunderbare, reichhaltige, gentlemanlike Öl, das deine Gesichtsfollikel mit jeder Anwendung verwöhnt. Leider denken die meisten Menschen nicht so darüber. Sie denken an ein unsinniges, massenhaft vermarktetes Produkt mit einem schicken Etikett auf einer beliebigen Flasche, das mehr Hype als Hilfe ist.

Etwa 2006 haben die Unternehmen erkannt, dass sie mit wenig Aufwand (und weniger Qualität) viel Geld verdienen können, wenn sie es nur richtig vermarkten. Das ist, als würde man Lippenstift auf ein Schwein schmieren. Es sieht nicht nur nicht gut aus, sondern das Schwein ist sogar schlau genug, um zu wissen, dass das Bartöl, das diese Unternehmen verkaufen, in einen Mistkübel gehört.

But 2006. What a year. Beard oil flooded the market and boy did things get...saturated. All of a sudden beard oil was a cookie-cutter product that was neither as fun or as interesting as cookies - let alone staying true to the actual history of one of man’s most important innovations. Don’t get me wrong, beard oil is amazing - when it’s done the way it was meant to be.

Let’s go swimming in the history of oil shall we. OK - that sounded better in my head. We’re not going to actually swim in oil...but...well, let’s just get on with it. Prior to 2006 men's grooming products were not really something you went into to make loads of money. The cosmetics industry was a fucking snooze, knowing that they will always have women to sell their overpriced new miracle creams too and for men this was just simply as boring as dry toast.

Doch dann änderten sich die Zeiten. Im Jahr 2014 erschien ein Artikel in der New York Times. Darin hieß es:

Who stated ‘’ Beards have shed their underground connotations and are sported by Wall street Titans, professional sports golden boys, US weekly cover boys and more show TV hosts’’ (DR Weil) Like skin cares ‘’metrosexual movement'' of the 90s, the ‘’ lumbersexuals’’ of the world today know that to have a beard, one has got to take care of it; and beard oil is exactly what they need to do so.

You may not be aware of this article and to be honest neither did we until recently whilst writing this but let me tell you it changed men's grooming world more than you know. Also, shout out to the term “lumbersexuals.” Because then came the even bigger money, the American Dream was on the slippery trail of beard oil.

"Deshalb nennt man es den amerikanischen Traum, denn man muss schlafen, um daran zu glauben."
George Carlin

Das Geld regnete in Strömen und jeder wollte mitmachen. Barbiere wurden zu Berühmtheiten und explodierten in allen sozialen Netzwerken. Tight Fades, Bärte und eine kleine Silberschere = instant celebrity.

In every drugstore you can get a selection of different beard oils. We don't even need to start with the offers on Amazon. Everyone wanted a piece of the oil pie. Even John and Sue and Rita and Bob too could easily create a logo and stick it on an off the shelf product and start selling beard oil. Guys, I’m not going lie, even we got in on the action with white label products. We learned quickly this was a bad idea. Maybe even worse than putting lipstick on a pig. This was like a tuxedo on a pig...with no pants.

Willy

Willy Wellwood