#JuanWash ode to gender equality: 7 things men do now, but were 'taboo' decades ago

Ariel Philippines

Posted at Oct 16 2017 07:11 PM | Updated as of Oct 19 2017 07:15 PM

New breed of Ariel Men Juan Washers. L-R: Kean Cipriano, Ali Khatibi, Anton Del Rosario, James Deakin, John Prats, JC Intal and Sam Ajdani.

MANILA -- "Women are from Venus, and men are from Mars." There's an endless debate about the differences between the two sexes in terms of roles they must play in the society.

A strict demarcation line was set by society to define the roles a woman and man must play. In the Philippines, for example, a woman is always the "ilaw ng tahanan," while a man must become the "haligi ng tahanan."

As time goes by, our society progresses and gender roles become more obscure. Thankfully, contemporary men are now more active in supporting gender equality which they practice in their everyday lives, such as with the conversations and plans they have with friends, or with doing the laundry as proud Juan Washers for the family. What's considered taboo decades ago can now be considered hip and cool. Plus, there's no doubt that the habit of a man going out of his way to show how much he values the people in his life never goes out of style.
Now, let's look at the evolution of the male sex by listing down some of the things they wouldn't usually do if they were born a century ago.

1. Going to beauty parlors

There was a time when beauty parlors were exclusively for women. It was their home away from home, a secret hideout where they de-stress after running errands and doing household chores.

But now, you see men come and go at beauty parlors, and are now more open to explore different hair colors and styles. They even enjoy having regular mani-pedi, foot spa, and other things that once seemed effeminate.

2. Taking care of the skin

Gone were the days when men are expected to have sunburnt skin as proof of hard labor. Many of them now undergo skin treatments to give them rosy skin that many women admire.

There are also a number of beauty products targeting men -- from facial scrubs to overnight masks. According to a 2013 Mintel study, 58% of men aged 18-24 use facial moisturizers, and 68% of those aged 25-34 use such products. Indeed, beautiful skin is now one of the most admirable characteristics a man could have.

3. Ordering cocktails

Hard liquor on a weekday? No, thanks! But a dirty margarita? Oh, say no more!

Now, when a man enters a bar, you can no longer expect him to order the most bitter alcohol on the shelf. He can now have colorful cocktails too -- some even have fruits and small umbrellas in them. Life is sweet, why can't his drink be?

4. Having cats as pets

We're not talking about lions and tigers here. We're talking about those cute, little "furballs" that would greet us with a cute "meow" when we get home.

Many men have accepted that dogs aren't always for them and some actually enjoy a sweeter, more delicate pet like a cat.

5. Going to Britney Spears or Arianna Grande concert

For years, music has also divided men and women. A guy always had to seem uninterested with pop songs performed by female artists. But now, more and more men are becoming more open to the real function of music, which is to break barriers and unite people.

6. Decorating the house

A man cave is not all about swords and billiards. Sometimes, it could have plants, an aquarium, and some flowers to make it look more inviting.

Men are now more open to decorating their caves and keeping it as comfy as possible. Some men are even more excited for Christmas since they get to put up the Christmas tree and decorate it once more.

7. Helping with household chores

According to a study conducted by the National Statistical Coordination Board (NSCB), Filipino men are getting more
and more involved in household work.

In fact, statistics show that a significant increase was seen in the beginning of 2000s, with employed men allotting an average of 5 hours working on chores. This is a big jump, compared to the average of 1.87 hours from the numbers gathered on employed men from 1979.

And one of the most common tasks men do is washing the laundry. More and more men are becoming more open minded in fulfilling their duties at home. From being an "emasculating" task, many men now look at household chores as a manly way to impress their significant others.

Ariel supports this through the #JuanWash campaign, which seeks to inspire men to embrace one of the crucial roles in making a house a home by simply chipping in on the laundry. As part of this campaign, Ariel promotes the use of Ariel Power Gel that makes washing clothes easily done in no time at all.

Ceremonial Handover of 10,000 laundry hours to Philippine Commission on Women (PCW) in support of women empowerment and gender equality in the Household. L-R: Lester Estrada, country marketing director for P&G Philippines; Honey Castro, PCW’s chief of corporate affairs and Information Resource Management Division; Juan Washer JC Intal and wife Bianca Gonzalez-Intal; Juan Washer Sam Ajdani.

Ariel aims to make every Friday a #JuanWash day, where men from different parts of the Philippines help their beloved women finish household chores by volunteering to do the laundry. They also partnered with the Philippine Commission on Women (PCW), and promised to support gender equality in the household.

Last September, Ariel symbolically handed over a total of 10,000 laundry hours to the PWC. This is the product of the month-long #JuanWash Fridays held in different barangays across the country.

Just like these #JuanWash volunteers, you, too, can champion gender equality in your own little way. Join the #JuanWash campaign by following Ariel’s website, Facebook, and Youtube page.

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