Episode Summary: "How Journalism is Redefining Men’s Grooming with Blueprint by Adam Hurley"
Podcast: Skin Anarchy
Host: Dr. Ekta
Guest: Adam Hurley, Founder of Blueprint
Release Date: April 25, 2025
Introduction: Welcoming Adam Hurley [00:00 - 02:14]
Dr. Ekta kicks off the episode with enthusiasm, highlighting the significance of discussing men's grooming within the wellness and beauty industries. She introduces Adam Hurley, a seasoned grooming journalist with a rich history, including his tenure as GQ's contracted grooming writer since 2016. Adam shares his journey from being the editor of his high school newspaper to launching his own platform, Blueprint, aimed at revolutionizing men's grooming journalism.
Notable Quotes:
- Ekta [00:00]: “It's very, very special because we're finally going to be talking about everything that has to do with men and what men care about when it comes to the wellness industries, the grooming industries, all of that stuff.”
- Adam Hurley [01:05]: “I found my way back to [men’s grooming journalism], and it's felt very much like a home for me ever since that first day.”
Evolution of Men's Grooming Journalism [02:14 - 04:22]
Adam discusses the significant changes in men's grooming journalism over the past decade, particularly the decline of print media and the rise of digital platforms. He emphasizes how the shift towards search engine optimization (SEO) has blurred the lines between editorial content and advertising, prioritizing high-traffic topics over in-depth, passion-driven pieces.
Notable Quotes:
- Adam Hurley [02:31]: “The biggest change... has created this situation where we're only covering things lately that are highly searched.”
- Ekta [04:22]: “If you think about it, it's not that they're not out there. It’s that they're not being talked about because of probably exactly what you just mentioned.”
Challenges in Men's Grooming Coverage [04:22 - 07:27]
Adam elaborates on the challenges of covering men's grooming, noting the saturation of men's products but the lack of robust media coverage. He highlights the absence of an ecosystem similar to the women's beauty industry, where smaller brands thrive with the support of publicists and robust marketing strategies. Adam expresses his hope that Blueprint will bridge this gap by spotlighting niche brands and fostering a dedicated community around men's grooming.
Notable Quotes:
- Adam Hurley [04:55]: “There's an ecosystem that I think exists on the women's side that doesn't exist on the men's side.”
- Ekta [06:46]: “There is a curiosity on the women's side. We are the ones usually shopping, so...”
The Role of Generalist Journalists vs. Experts [07:27 - 13:20]
The conversation shifts to the dominance of experts—like doctors and chemists—in men's grooming content on social media. Adam explains his role as a generalist journalist who connects with experts to provide accurate, research-based information. He underscores the importance of journalistic integrity and the need for a trusted voice that aggregates and verifies information, distinguishing Blueprint from influencer-driven content.
Notable Quotes:
- Adam Hurley [07:53]: “My role has always been very important just in terms of finding the reader and understanding how to speak to them.”
- Ekta [10:20]: “I grew up reading magazines and for me, that was the expert advice...”
Blueprint’s Vision and Future Goals [15:48 - 24:00]
Adam outlines his criteria for selecting grooming products, emphasizing branding and affordability to encourage repeat usage. He shares his method of testing products personally and with his partner, ensuring that recommendations are both credible and relatable. Adam reveals Blueprint's launch in December and its initial focus on big YouTube videos and newsletters. He envisions Blueprint expanding into podcasts, hiring diverse writers, and becoming a central hub for men's grooming information and community building.
Notable Quotes:
- Adam Hurley [15:34]: “So if you have an interest in the category at all...”
- Ekta [20:18]: “It's not just like straight up product reviews... you’re creating a multi-platform kind of space.”
Addressing Cultural and Demographic Nuances [24:00 - 32:37]
Dr. Ekta highlights the cultural shifts and increasing curiosity around men's grooming, emphasizing the need for content that resonates with men's unique experiences. Adam agrees, pointing out that many men's grooming topics, such as barbershop culture and specific skincare needs, require insider knowledge that general content creators often lack. He stresses the importance of having men authors who can authentically address these nuanced topics, fostering a deeper connection with the male audience.
Notable Quotes:
- Ekta [29:02]: “There is this peripheral space, stuff that is gendered on the spectrum that is so specific to that experience.”
- Adam Hurley [32:37]: “There are so many things that are so valuable to hear from the people who are going through them and experiencing them.”
Influencer Culture vs. Journalistic Integrity [32:37 - 43:58]
The discussion delves into the influence of social media personalities on men's grooming habits. Adam critiques the superficial nature of many grooming influencers, who often prioritize aesthetics over genuine advice. He contrasts this with Blueprint’s mission to provide researched, trustworthy information. Adam expresses his hope that Blueprint will elevate the standards of grooming content, making professional journalism a preferred source over influencer-driven recommendations.
Notable Quotes:
- Ekta [37:29]: “You're gravitating towards these random content creators...”
- Adam Hurley [38:36]: “I hope the bar for influencers does rise...”
Final Thoughts and Call to Action [43:58 - End]
As the episode wraps up, Dr. Ekta commends Adam for his dedication and vision in creating Blueprint. She encourages listeners to support Blueprint by subscribing to its newsletter and following its social media channels. Adam reciprocates the appreciation, emphasizing the importance of community support in making Blueprint a trusted resource for men's grooming. Both express enthusiasm for future collaborations and the potential impact Blueprint can have on the industry.
Notable Quotes:
- Ekta [44:32]: “You can never have enough knowledge...”
- Adam Hurley [45:00]: “Please sign up for the newsletter, open it, engage with it. I would really appreciate it.”
Key Takeaways:
- Shift from Print to Digital: Men's grooming journalism has transitioned primarily to digital platforms, with SEO-driven content shaping the landscape.
- Need for Authentic Voices: There is a significant demand for genuine, research-based content authored by individuals who deeply understand men's grooming needs.
- Blueprint’s Mission: Adam Hurley’s Blueprint aims to fill the gap by providing comprehensive, trustworthy information on men's grooming, fostering a dedicated community, and elevating industry standards.
- Challenges with Influencer Culture: The prevalence of influencer-driven content often compromises the quality and reliability of grooming advice, underscoring the need for Blueprint's journalistic approach.
- Cultural Nuances: Effective men's grooming coverage must account for diverse experiences related to gender, age, ethnicity, and personal preferences, something Blueprint strives to achieve through diverse authorship and thoughtful content curation.
Supporting Resources:
- Blueprint Website: Grooming Tips (Note: Placeholder URL — Check show notes for the correct link)
- Blueprint Newsletter: Available on Blueprint’s main website and social media channels.
- Social Media: Follow Blueprint on Instagram, TikTok, X, and Medium for dynamic content and deeper dives into men's grooming topics.
For those passionate about men's grooming and seeking reliable, in-depth information, Adam Hurley’s Blueprint represents a promising new chapter in the industry. By blending journalistic integrity with a dedicated focus on men’s wellness, Blueprint is poised to become a cornerstone resource for both consumers and brands alike.