Latest research from MINTEL finds British men subscribing to the age old adage that ‘less is more’, when it comes to personal grooming. Today, just one in five (19%) men are enthusiastic about toiletries and use these products to improve their appearance, so fitting the much publicised ‘Metrosexual’ bill. In actual fact, men are far more likely (43%) to be part of the ‘Retrosexual’ movement, turning their backs on the plethora of men’s toiletries, opting instead for the bare minimum of products and a basic routine. For many men, speed is clearly of the essence as over half (55%) spend under 15 minutes in the bathroom showering and grooming, with a staggering three in ten (27%), nipping in and out in under 10 minutes.

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