Vivienne Rudd
Vivienne is the Director of Innovation & Insight for Mintel's BPC team, creating and delivering trend presentations and focused insights to clients around the world.

Men’s underwear has recently hit the headlines, with Spanx for Men and Bodymax pants that disguise love handles and put men’s attributes front and centre.

Does this desire to shape and sculpt extend to men’s skincare products, and what does it mean for the European men’s grooming market in general?

Well, not a lot, according to Mintel’s Men’s Grooming Europe 2010 report. The combined markets of the Big 5 may add up to