Sir, Yes, sales of male grooming products have dipped, but that doesn’t mean there isn’t latent demand (Focus on Male Grooming, The Grocer, 6 August).

As our own research suggests, there is very much a latent market. Hugh Laurie’s place as the face of L’Oréal symbolises the move away from the overt, showy and glamorous grooming of the metrosexual era to buying and using these products for oneself because they have almost become a practical ­necessity for self-assurance. Most men claim grooming makes them feel good about themselves and gives them greater confidence.

The metrosexual has grown up. Today, he’s doing it for himself not for the girls.

Will Ullstein, research director, SPA Future Thinking