Acumen InsightsBlog

Male Grooming on the Rise

By July 24, 2013 No Comments

Men now preen longer than women, the Daily Mail reports. Shaving, dressing, styling their hair – it all adds up to 75 minutes daily, compared to 70 minutes for women, according to a survey of Brits.


Perhaps most surprising: 85 percent spend more than a half hour perfecting their manes with blow drying and straightening, and one third own their own hair straightener. An impressive 88 percent even groom their private parts weekly (presumably without the straightener).


Getting dressed also eats up the clock, as 98 percent plan at least two days in advance what they’re going to wear. Even with forward planning, 3 out of 4 men still try on different outfits before settling.


The trend accompanies an upward curve in the men’s grooming market, which reached $3 billion in 2012, according to the product research firm Mintel. Men are staying single longer and wanting to look younger, driving market growth, as is demand from youth and Hispanic consumers.


“Brands that are looking to capitalise on this growing trend will do well to create products as well as ad campaigns that appeal to this new male consumer who is focused on products that will help him present the best version of himself,” Mintel reports. “Companies will also do well to…use marketing messages that include humour while focusing on the confidence boost these items can bring.”