More and more men are developing a “beauty regime” according to a new survey.
SPA Future Thinking carried out a survey of 1,000 men aged between 18 and 64, reports Marketing Week.
They found that 53% of men said grooming was expected of them, while 34% said having a beauty routine would improve their love lives and 25% thought it would enhance their careers.
SPA Future Thinking research director Will Ullstein told Marketing Week: “The survey shows there is a latent demand for products and new ways for men to be marketed to.
“Men want to shop and do take pride in their appearance. Manufacturers and retailers should meet that need. Some are doing a great job but others need to raise their game.”
Simon Duffy, from natural men’s beauty business Bulldog, told Marketing Week that products aimed specifically at men are becoming more popular.
“Before we started this business, there was nothing created by men for men,” he said. “We set out to be masculine. We don’t do female products and never will.
“There are too many products in some ranges and I don’t think it needs to be that complicated. It’s very important for things to be straightforward. This is how Bulldog tries to separate itself from women’s brands.”