The YouTube of dog grooming, a magical world of hair and soap


It has not escaped anyone’s notice: we are living through a particularly anxiety-provoking period. Pandemic, economic and climate crisis, omnipresence of far-right speeches … it is difficult not to saturate, even to sink into a tenacious despair. Faced with this continuous flow of depressing information, it is possible – and even crucial – to create a temporary bubble of withdrawal according to your preferences. For some people, it is the videos of cats, others of cooking, still others of cat cooking (the one and only «Cooking Cat» Chef Cat ChangAn); For my part, it is the YouTube of dog grooming that absorbs all my anxieties for the time of a video.

Today, on the grooming table, it’s the turn of a young Pomeranian loulou (also called a dwarf spitz) to get a makeover. We are at Shu and Tree, a South Korean salon very popular on the internet thanks to YouTube. Since the first video, published on August 2, 2018, the channel has 1.69 million subscribers. This video of Louie enjoying his first grooming session is the first of its kind that I see, sent to my private messaging last year, between two restrictions due to the pandemic.

I immediately fall under the spell. Because the dog is adorable of course – his little nodding head (probably to mark his attention to being filmed) and his ability to hold a pose – but also because it is very relaxing to see him get cut. coat and wash carefully, until you get the fashionable “bear” silhouette for this dog breed. A cut made popular by Boo, the famous “cutest dog in the world” to more than 16 million fans online during the 2010s, and still popular more than two years after his death.

A pastel world

Same atmosphere at Lovely Grooming, the chain of a canine grooming salon located in Tokyo, active since March 2020. A cozy decor, a soft light, a little music in the background and no comments, small dogs with groomed coats and styled according to current trends in the matter – a clear preference of the clientele for dwarf spitz, chihuahuas, bichons and other poodles, sometimes cats – which attracted 345,000 subscribers on YouTube. For dogs larger than a handbag, go to Girl With The Dogs, the chain of groomer Vanessa De Prophetis, whose Perfect Pooches Dog Grooming salon is located in Niagara Falls (Canada).

In an article for Elite Daily, journalist Lauren Ingribelli retraces the rapid trajectory of Vanessa De Prophetis on TikTok then YouTube, from the first confinement in spring 2020 to her almost million subscribers currently. His motivation was to advise dog owners, a little clueless about the good maintenance of the appearance and the cleanliness of their animal in this period when all the salons were closed (humans already had a hard time not sinking in doubtful hair experiments).

Unlike Shu And Tree and Lovely Grooming, his videos are overtly educational. Less pastel and more voice-over explanations of her work process and the difficulties she encounters. Certain coats and sizes require a meeting of several hours, it is also necessary to manage the personality of the animal … but for a content which helps to forget that the world is not far from being screwed.

“Today, we are putting more and more money for the comfort of animals.”
Maud Bernable, toiletteuse canin

This sweet feeling is also due to the apparent simplicity of the dog grooming job. Maud Bernable, canine groomer in her salon Les P’tits Soins in Châteaugiron, near Rennes, confides that these short sequences elude “The two hours of complete grooming, or else these are videos really intended for professionals who will take the time to look at everything well”. It confirms the existence of cutting modes, together with “The little signature of each groomer, his way of doing things” and customer requests, often inspired by the style’s iconic Asian grooming videos «Asian freestyle».

“Some also ask me where to adopt these little so-called teacup dogs. I don’t find that good, because these are dogs that often have a lot of health problems. ” Indeed, these breeds of dogs selected in breeding to be the smallest possible are much more prone to heart, digestive, respiratory, bone problems or hypoglycemia – very far from the cute image popular on social networks, which hides well that these animals poop every three hours and die younger.

“Afterwards, what is really good is that we see new forms of cut, little clothes that people like to buy to take better care of their dog in the face of the cold without being afraid of being laughed at in the street. , round baskets say donut soothing anxious dogs, continues Maud Bernable. Today, we are putting more and more money into the comfort of animals. ”

The rope of tenderness

However, one shouldn’t go too far either, like imposing a particularly eccentric coloring or cut on his dog, requiring him to make the effort to stay. “Four or five hours standing on the table without resting” or even risk paying for human choices in bad taste. “If you tell your dog he’s ugly and pet him less after the date, he’ll be upset.” She refuses to make the Boo cut to the dwarf spitz, supporting images to explain her choice to the customers, because it causes alopecia.

“You should never touch the coat or the undercoat so much, it is the thermal protection of the dog in summer and winter.” For her, good dog grooming must combine cute and practical both for the dog and its owner, “As long as it is acceptable and that there is something for everyone”. Forget about the sheared and dyed panda-style poodle, no one needs that, starting with the main one.

For the historian of photography Vincent Lavoie, author of Too cute: mythologies of cute, we crack in front of videos of cats and dogs because they make vibrate the cord of the tenderness. In an article for La Presse, Mario Girard explains: “Watching a kitten video is both indulging in a little guilty pleasure, suspending productive activities, fueling internet traffic as intense, they say, as that generated by pornography, and emitting CO2 by over-solicitation of data servers. ”

The dogs have done their part to move us because over the course of their domestication, they have developed the two additional muscles at the level of the eyes allowing us to make us the soft eyes, an effort that the cat did not bother to provide. The YouTube of dog grooming is one of those unproductive pleasures which temporarily relieves the harshness of everyday life, an adorable universe that smells of detangling, as long as we disregard certain haircut choices or the stressful “smiles” that are wrongly appreciated. .


Source: Slate.fr by www.slate.fr.

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