But he is not alone, with the average British male proving just as image-conscious, according to figures on men’s toiletries purchases published this week in The Grocer.
Data from TNS shows a huge rise in value in the men’s toiletries category across a number of sectors, including shampoo - which grew a whopping 100% in value.
Men’s fragrances are up 13.8%, while sales of men’s soaps have rocketed 147.3% in value [52 w/e May 22, 2005].
As a whole, the category grew in value by 8%, and now stands at £541m.
Skincare, a topic that was once taboo among men young and old, is now high on the male agenda, thanks to a growing acceptance of shaving and skincare products as a result of their promotion by male icons such as David Beckham.
Skincare grew in value by nearly a quarter in the past year to more than £50m, driven by lines from Nivea, L’Oréal and Boots, with more consumers buying more frequently.
However, despite the rise in popularity of skin applications, men are less concerned about the safety of their skin, said TNS. It recorded a drop in value of 19% in sun preparations.
Hairstyles have also fallen down the list of male priorities, with more men opting for a natural look. Hairdressing products, such as gels and waxes, dropped in value by 14.8% and hairspray,the 1980s favourite, fell 9%.
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