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Here is the secret: women of color are the purveyors of many things. Generally speaking, whatever you all collectively take a particular interest in, everyone else follows behind. Marketing companies pay attention to it, social media, and it becomes the next big thing.

Ladies, you are the creators, curators, and the keepers of everything cool. Thick, full beards were often seen as kind of homeless looking and mildly popular until you said otherwise. *whispers*

It’s why Just For Men is catering to a younger audience with its product for beards.

Two years ago, the “New York Times” posted an article saying that the trend of growing a full beard was dead. That was proven wrong. Four months after “Business Insider” wrote a similar article stating that it was time to shave, that seemed to be inaccurate as well. The beard is as popular-if not more-than ever. In fact, it is said that two out of three men sport one in some capacity or another.

Just last week at a press conference held at Clyde’s Wine and Dine restaurant in New York City, Just For Men announced that in conjunction with their new 15 and 30 second guest spots reuniting New York sports legends Walt “Clyde” Frazier and Keith Hernandez, they’re introducing a new sport: #beardspotting.

While there have been hashtags, Instagram accounts, parties, and almost anything else one can think of dedicated to admiring men with opulent facial hair, Just For Men has upped the ante for making this even more entertaining. The competition to find “The Best Beard Ever” begins September 1, in which Frazier and Hernandez will provide colorful commentary that given them a cult-like following. The winner will be announced by Keith and Clyde on October 15. The winner will receive an all-expense-paid weekend trip for two to Brooklyn and join the panel for the National Beard & Mustache Championships being held November 7.

Since you are ultimately the inventors of the #beardspotting trend, if you have a friend, significant other, spouse, or etc. that has a glorious facial hair, let them know at

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