Retrosexual man's enthusiasm for social media is secret no more.

"Savvy brands are realising that creative digital and social media campaigns can act as amplifiers," says Daljit Bhurji, MD of social media agency Diffusion.

Gillette has made some of the canniest moves, including a YouTube viral showing the creation of the smallest-ever adverts.

No less eye-popping, Lynx Excite's 'Angels will Fall' campaign used augmented reality technology to make virtual angels fly down and greet anyone stepping on a Lynx floor-tile on the concourse at Victoria Station, London.

Focus On Male Grooming