Male grooming promotions have dropped away significantly, with several top brands showing a marked decline in deals - most notably Gillette, Right Guard and Adidas, which ran 117, 115 and 74 fewer deals respectively than in the previous 12 months.

Of the main brands, only Lynx showed a significant rise in deals, coinciding with the launching of new lines and revamping of existing ranges. Retailers, too, have reined in their promotional activity Morrisons ran 209 fewer with Asda the only multiple to increase its deals, by a paltry 25.

"Male grooming has become an area that is just purchased with the usual shop, so it's not something that needs to be heavily promoted," says Assosia MD Kay Staniland.

There may have been fewer promotions, but several brands have ramped up the savings on offer. The average saving on a promoted Rockface product has risen by 50.1% and on a Radox product, it's up 43.1%.

Focus On Male Grooming