In 18th century Russia, Peter I decided that Russian fashion needed to emulate that of Europe. As a result, he ordered all Russian men, except priests and peasants, to shave their beards. If they did not comply, they were taxed for their facial hair. This caused an absolute uproar within the old, traditional Russian communities. The older Russian men dearly loved and valued their beards, so they were reluctant to shave. Even after they shaved, they saved their beards in order to place them in their coffin once dead. However, they younger men were much more willing to shave. They thought the fresh, clean look made them more appealing to the opposite sex.
Pictured above are my brothers and me with fake Santa-beard suckers. If we were to have these beards in 18th century Russia, we would have been fined. Since we are of a younger generation though, we would have willingly shaved because old traditions were not ingrained into our lives.