Even though the likes of David Beckham and former James Bond, Pierce Brosnan, are now regularly seen advertising men’s skincare, British men are still not getting in touch with their feminine side. In fact, latest research from MINTEL finds that despite the hype, men spent a mere £57 million on skincare, such as moisturisers, cleansers and facial scrubs last year. This is a minuscule amount when compared to what women splash out on their skincare lotions and potions, with sales here worth over 10 times that of men’s products at £602 million. It also means that the average man actually spends less than £2.50 a year on taking care of their skin! What is more, although sales increased 21% between 2005 and 2007, skincare still only accounts for just 7% of the total men’s toiletries market, up only marginally on the 6% of 2005.

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