British men are simply not keeping up appearances

December 31, 2004

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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