Japanese men have long shunned facial hair, as many companies frowned on employees with beards or mustaches, or even prohibited them in the workplace.

But society has recently become more tolerant of facial hair. Many young Japanese have begun to feel that it is cool and fashionable to sport beards or mustaches after baseball player Ichiro Suzuki of the Seattle Mariners, former soccer player Hidetoshi Nakata and various TV celebrities have done so in recent years.

Shaver manufacturers are meanwhile looking to cash in on the trend. Schick Japan K.K. and Procter & Gamble Co.'s Braun are stepping up efforts to win over young male consumers.