Much discussion on Cornwall Council's backbenches about the psychology of beards. I'm grateful to The Chronicle of Higher Education for this:
"A recent study in the Journal of Marketing Communications apparently found that men with beards were deemed more credible than those who were clean-shaven. The study showed participants pictures of men endorsing certain products. In some photos, the men were clean-shaven. In others, the same men had beards. Participants thought the men with beards had greater expertise and were significantly more trustworthy when they were endorsing products like cell phones and toothpaste. But, oddly, men with beards were slightly less effective than smooth-cheeked fellows in underwear advertisements."