I love a survey about the spending habits of men and male grooming. Debenhams has been out and about to survey men and it found that men in their 30’s spend more on male grooming products than men in their 20’s and 50’s combined.
The quest to hold onto youthful looks a youthful looks and the influence of well-groomed celebrities such as Ryan Gosling and Brad Pitt are thought to have led to the increase in spending habits. Apparently, the average 30 something man now admits to spending over £100 per month on expensive eye creams, luxurious moisturisers and trips to the spa – three times as much as their gym membership (based on average gym costs)
Of the 1,000 UK males surveyed, those aged between 20 – 29 spent on average £35 per month on grooming products. The figure doubled for males in their 40’s who spent an impressive £70, while those in their 50’s seemed to have a more relaxed approach to male grooming at around £45 per month.
A Debenhams spokespers commented, “In your teens, grooming consists of a splash of water with a hint of soap – if you’re lucky! The introduction of electrical shavers and on the spot treatment products in your mid-late twenties means there is a definite increase in spending.
“But it’s all change as soon as you hit your 30’s when the focus shifts to products that maintain and prevent and money is no object! The spending cycle declined at 50, almost returning to the amount spent in your 20’s as grooming takes a back seat and is seen as less of a priority and more of a necessity.”
The survey found that guys are happy to spend up to £50 on a moisturiser and up to £40 on an anti-ageing eye cream with Clinique’s Age Defence for Eyes, Elemis Deep Cleansing Facial Wash and Clarins Moisture Balm topping the list.
Respondents also confessed they would purchase a male grooming product if it was endorsed by a celebrity with David Beckham ranking the highest in terms of influence.
The male UK skincare market is worth an estimated £600m and beauty experts at Debenhams believe this figure is set to rise as the festive season approaches and men scramble to look their best for office Christmas parties.
“The stigma associated with male grooming has finally disappeared and men are not only willing to spend money to maintain their looks, they are also recommending products to one another and frequently visiting salon’s and spa’s sometimes in groups”
“With the festive season drawing near, you will see a definite shift in the way men present themselves, look out for extra groomed eyebrows, glowing, flawless complexions and manicured nails!”