Brent Hallenbeck

Free Press Staff Writer

Jonathan Goldsmith became an ultra-familiar face through his “The Most Interesting Man in the World” commercials for Dos Equis beer. His beard – gray, trim and sophisticated – had a lot to do with it.

That beard must need a lot of tender loving care to keep it looking sharp, right? Not so, according to Goldsmith, who lives in Manchester.

“I use a lice brush they sell for a buck in the store,” the southern Vermonter said as he broke into laughter during a phone conversation with the Burlington Free Press. “My vet gave me a great tick brush, too.”

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Goldsmith heads to northern Vermont next week to serve as a judge for the first-ever Vermont Beardies, a March 18 event at ArtsRiot in Burlington that will benefit Make-A-Wish Vermont. He’ll join a panel including clean-shaven Burlington Mayor Miro Weinberger and beard-wearing beer-maker Matt Cohen of Fiddlehead Brewing in Shelburne. That group will decide which of the contestants has the best beard.

James Hathaway, president and CEO of Make-A-Wish Vermont, said Tuesday afternoon that 40 “beardos” have entered the contest. Contestants can register by noon Saturday, at which time they will be whittled down to 20 contenders in three categories – Urban, Freestyle and Backwoods – before the winner is selected at the March 18 event. Hathaway said the champ will walk away with bragging rights, and all 20 contestants will receive products from one of the event’s sponsors, the Vermont Beard and Mustache Co.

Money is raised by sponsorships, with proceeds going toward Make-A-Wish Vermont, the Burlington-based organization that grants wishes to children with life-threatening medical conditions. Make-A-Wish Vermont has granted more than 750 wishes since 1989.

“We’re already over our goal of $10,000 and we’re heading up to 15” thousand dollars, said Goldsmith, the official “celebrity spokesman” for Make-A-Wish Vermont. “It’s a marvelous charity.”

While Goldsmith is known for his classy facial hair, he’s hoping to see all sorts at the Vermont Beardies. “Diversification is very important,” said Goldsmith, whose autobiography, “Stay Interesting,” is due to be published in June. “You can’t have a logger with a well-groomed beard. You have to be a mountain man.”

Color is also important, according to Goldsmith. “I know that when I did my commercials they had to take some years off me for various flashbacks so they put some black mascara in my beard,” he said, adding that he’ll keep an eye out for excessive coloring. “I would caution guys to be a little careful.”

Other than that, Goldsmith is tight-lipped when it comes to tips on growing a boss beard. “A little rainbow dust helps,” he said. “I don’t want to give away too much.”

If you go

WHAT: Vermont Beardies competition to benefit Make-A-Wish Vermont

WHEN: 5-7 p.m. March 18

WHERE: ArtsRiot, Burlington

TICKETS: $5. 540-0406, www.artsriot.com, www.vermont.wish.org or www.vermontbeardies.com.

Contact Brent Hallenbeck at 660-1844 or bhallenbeck@freepressmedia.com. Follow Brent on Twitter at www.twitter.com/BrentHallenbeck.