The Male Mystique The male mystique is a complex quasi-mystical mixture of attitudes and expectations concerning the American male (2 ) . In our society the sex-role appropriate behavior, acquired developmentally, may leave a male with a broad and sometimes exaggcrated definition of masculinity and his expected sex role ( 4 ) . The extent to which social roles are reflected in American society was studled by Broverman, et al. ( 1 ) : aggressiveness, independence and emotional control are considered masculine, while non-aggressiveness, dependence, and lack of emotional control are seen as feminine attributes. Fasteau ( 3 ) noted that work can be viewed as economic reward, a socially approved area for competition, and/or the only area where life accomplishments can be measured and rewarded. The male liberation movement is having profound effects on traditional work patterns for the movement means breaking down of stereotypic roles so that men may change places with women. or switch jobs, without tisking the entire family income (2, 4 ) . Pilot Stitdy Sex-role stereotypes affect occupational choices ( 5 ) . Cosmetology is interesting since it has been traditionally regarded as a feminine occupation despite the inroads of several influential male stylists, e.g., Vidal Sassoon, Antoine of Paris, Mr. Kenneth. The U. S. Department of Labor (6) estimated 495,000 persons working as hairdressers and cosmetologists in 1972; 10% were men. Most beauty salons were small, having fewer than four employees (p. 171). The present pilot study investigated the gender preferences and stereotypes of 48 female owner-operators of beauty salons in the City and County of Honolulu. A specially designed questionnaire covered owner-operators' preferences for hiring, task stereotypes, work traits, and perceived customers' preferences. Responses of the owner-o rators demonstrated a strong preference for hiring female operators: 92% will hire a Emale operator, 65 % a male operator, 42 0/0 a homosexual (male) operator and 17% a transvestite operator. The female operator was stereotyped as better qualified on 19 salon tasks, e.g., shampooing, manicuring, make-up, etc. The female operator received first-choice preference on 11 of 13 work traits The male operator was rated higher on two items: more prestigious for the salon and can demand more monies for services rendered. Finally, a majority of owner-operators (5196) indicated that female customers prefer a female operator to the other options. Conclusion As men move into female-dominated fields, such as cosmetology. changes should occur in traditional stereotypic roles and perceptions. To influence the job market, longrange educational programs might help open the field equally to men and women. In view of the clear resistance to males working in this area, suggested by the above data, prevocational counseling seems needed to anticipate potential adjustment problems.