Brylcreem
Brylcreem (pronounced brill-cream) is a brand name of men's hair groom. It was created in 1928 by County Chemicals at the Chemico Works in Bradford Street, Birmingham, England. County Chemicals are also noted for 'Chemico' – a very popular abrasive kitchen cleaner.
Brylcreem's purpose is to keep combed hair in place while giving it a deep shine or gloss. It is essentially an emulsion of water and mineral oil stabilised with beeswax. Other ingredients are fragrance, calcium hydroxide, BHT, dimethyl oxazolidine, magnesium sulfate, and stearic acid.
Brylcreem is sold in a tube in the US, and both tube and pot in Europe and Canada. The two formulations are slightly different. It is marketed in the US by Combe Incorporated; in Europe, by the Sara Lee Corporation.
The shiny "wet" look it gave to the hair was de rigueur for men's hair styles for many years in the 20th century. Other substances, including macassar oil and petroleum jelly, had been in use for this purpose earlier and made popular by such figures as Rudolph Valentino of silent film fame.
Brylcreem's use declined during the 1960s as men's hair fashions changed to favor the "dry look" over the "wet look". However, it has seen a comeback since the late 1990s. It is remarketed in Europe under a Ministry of Hair banner alongside companion gel and wax products in squeeze bottles, rarely sold directly alongside the traditional Brylcreem. In the US, the traditional Original Brylcreem has undergone a resurgence as a new generation discovers it. This appears to be a response to market pressures and a trend to get away from the "helmet hair" that is common with gels, with a new generation of men, including many in a number of subcultures, returning to using pomades and creams. Most hair care manufacturers now offer similar petrolatum, wax, or oil based hair products that give hair a sleek and pliable look while maintaining control for styles such as DA, "bed-head" and "Princeton".
Instructions on the use of the product state that "a little dab will do ya." What constitutes "a little dab" is subject to interpretation and desired effect. Hair length and bulk will also play into how much product to use.
In Europe, the footballer David Beckham signed up to a promotional deal with Brylcreem, until he shaved his head.
Cultural references
It was advertised on TV by the jingle "Brylcreem -- A Little Dab'll Do Ya!" .
Its popularity with Royal Air Force pilots in World War II led to their nickname, The Brylcreem Boys. This is the title of a 1998 film about downed pilots interned in the Republic of Ireland. Ironically, Tony Gibson, the model shown in RAF uniform to advertise Brylcreem during World War II, was an anarchist and conscientious objector.
In 1995, a Belgian film producer made a film, Brylcream Boulevard, misspelling Brylcreem.
In 1961 Brylcreem sponsored a television special on ABC television starring singer Connie Francis titled Kicking Sound Around. During the special Connie sang and acted along-side Tab Hunter, Eddie Foy Jr. and Art Carney while providing jingle commercials for Brylcreem between acts.
It is referenced by the Southern Gothic rock band Th' Legendary Shack Shakers in their song Piss and Vinegar[1] .
In an episode of Seinfeld The Conversion, George mentions that he still has Brylcreem in his medicine cabinet.
References
- "Tony Gibson: Conscientious objector who became the smooth image of the RAF", Donald Rooum and Rufus Segar, The Guardian, April 30, 2001.