Men use male grooming products because it makes them feel good, gives them greater confidence and will help them get ahead in life – and not as a way of being more attractive to the opposite sex, according to new research by market researcher SPA Future Thinking.
It’s not just the pretty boys using male grooming products any more – the survey of 1 000 UK men, conducted in 2011, also found that the metrosexual man has grown up: 51 per cent of men who regularly use grooming products are married or living with a partner.
The results underline the trend in brands using more sophisticated and unapologetically masculine role models, with stars such as Hugh Laurie signing up to be ambassadors for brands such as L’Oreal and proclaiming that using them can be ‘a very masculine decision after all’.
More than half of the men surveyed believe scrubbing up is de rigueur, and more than a third (34 per cent) subscribe to the view that using grooming products will get them into the sack.
There were some surprising claims in terms of products used, with more than 40 per cent of men claiming to have used body lotion, hand cream or moisturiser.
The research also threw up some interesting stats on personal hygiene: one in five men, for example, do not use deodorant or body spray. Thankfully, shampoo, shower gel and soap also feature in the top products used:
• 79 per cent of men use shampoo
• 71 per cent use shower gel
• 62 per cent use aftershave or cologne
• 54 per cent use soap
• 17 per cent claim never to use sun cream
• Only 70 per cent of gel users, however, use it every day. Daily use of soap is 88 per cent among those users.
Will Ullstein, research director at SPA Future Thinking, who headed up the study, said: ‘Our research shows the metrosexual has grown up, which is reflected in the way brands such as L’Oréal have moved from using classic Hollywood movie stars in their advertising to using people like Hugh Laurie as brand ambassadors.
‘It’s a move away from the overt, showy and glamorous grooming of the metrosexual era, to buying and using these products for oneself because they have almost become a practical necessity for self-assurance. In fact, our research shows the majority of men claim grooming makes them feel good about themselves and gives them greater confidence.’