Men in their thirties spend most on beauty
Boys are splashing out £100 a month on anti-ageing creams, guyliner and spa trips. Thirty-something men invest more in beauty products than any other age group, spending three times more on anti-ageing beauty and indulgent treatments than going the gym.
These metrosexual men spend more on male grooming products than those in their 20s and 50s combined, research reveals today.
Pressures to maintain their looks paired with the influence of well-groomed celebrities such as Ryan Gosling and Brad Pitt are thought to have led to the recent increase in spending habits.
Thirty-something men invest more in beauty products than any other age group, and David Beckham is cited as their top celebrity inspiration.
The average 30-something man now admits to spending over £100 per month on expensive eye creams, luxury moisturisers and trips to the spa, which is three times as much as a standard gym membership.
Of the 1,000 British men surveyed by Debenhams, those aged between 20-29 spent on average £35 per month on grooming products.
The figure doubled for males in their 40s who spent an impressive £70, while those in their 50s seemed to have a more relaxed approach to male grooming at around £45 per month.
The survey also revealed that men in their 30s were willing to spend up to £50 on a moisturiser and up to £40 on wrinkle busting eye creams.
Clinique's Age Defence for Eyes, Elemis Deep Cleansing Facial Wash, Clarins Moisture Balm and YSL's Touche Éclat were rated as the most wanted beauty products.
Women, in turn, reportedly spend just £11.12 on a moisturiser on average, according to a Superdrug study from September.
The average thirty-something man now buys expensive eye creams and luxury moisturisers
Male respondents to the latest research also confessed they would purchase a male grooming product if it was endorsed by a celebrity with David Beckham, 38, ranking the highest in terms of influence.
'Our survey shows there is a steady increase in male grooming spending habits over the years.' said a spokesperson for Debenhams.
'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 declines 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 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 spas, 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.'
Questions!
1. If you could change one thing about your appearance, what would it be?
2. What do you find most attractive in people of the opposite sex?
3. Would you buy a Barbie Doll for your daughter?
4. What do you think of tattoos?
5. Should voluntary plastic surgery be banned?
6. Can aging be prevented or slowed?
7. Do you read beauty magazines?
8. How have our ideas about beauty changed historically? What does this tell us?
9. Are people in your country fashionable?
10. "No Make-Up Day": would this be a good idea?
11. How important is it for your partner to be beautiful?
12. What message does the media send to young people about beauty?
13. What message is more important to send to overweight youth: 'be happy with yourself' or
'lose weight'?
14. Some airlines and restaurants seem to only hire attractive people. Is this discrimination? Should it be legal?
15. What kind of production do you use when you put a make up? What points do you consider as a critical part in terms of make up?
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Metrosexual is a portmanteau of metropolitan and sexual, coined in 1994 describing a man (especially one living in an urban, post-industrial, capitalist culture) who is especially meticulous about his grooming and appearance, typically spending a significant amount of time and money on shopping as part of this.
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