Use of *haircut* in this passage is an instance of [metonymy](http://en.wikipedia.org/wiki/Metonymy), in which the single term *haircut* is used to stand for many aspects of appearance, including clothes, grooming, and mannerisms. While it represents appearance, I don't see it as representing character at all.  

Occasionally one sees elections referred to as "beauty contests" or as "popularity contests", both referring to a tendency of voters to be strongly influenced by how candidates look, for example in televised appearances.