08.04.10
BLOKE BEAUTY
- Superdrug unzips what's in the manity bag-
Superdrug unzips what men are hiding in their man bags and manity cases
– with an illuminating view of how blokes are adapting to the world
of male grooming. Sales figures show that the most popular buys in the top
five include eye roll on, moustache and beard hair dye gel and hair colourant
when previously it would have just been deodorant.
1. L’Oreal men expert turbo eye roll on
2. Lynx Twist body spray
3. Just for Men moustache and beard gel
4. L’Oreal men expert hair colourant
5. Sure sport defence
6. Men’s black wash bag
7. Lynx sensitive spray
8. Dove stick deodorant
9. Lynx Rise body spray
10. Indus body spray
New male grooming products at Superdrug are currently a quarter of men’s
toiletry sales, with men now investing 83 minutes each day in the art of
grooming (women currently spend 79 minutes).
Man bags have evolved into hand bags, with the modern man taking his lead from celebrities including David Beckham, Christina Ronaldo, Gavin Henderson and Peter Andre.
Recent research commissioned by Superdrug shows that men spend longer getting
ready to go out than women. It shows men dedicate 83 minutes of every day
to their personal grooming – which includes cleansing, toning and
moisturising, shaving, styling hair and choosing clothes.
It has already been proved in a research by Superdrug that the average gent spends just 19 pence LESS on grooming products than women, splashing out £25.22 a month, or £302.64 over the course of a year. And the most popular beauty products to make it into a man’s bathroom include hair wax, moisturiser and shavers.
The research has been commissioned to highlight Superdrug’s new entry into the highly profitable men’s ‘preening’ market. Preening, seem as one step on from basic grooming includes body sprays, eye creams and scented shower gels. The preening market which includes brands such as Lynx and L’Oreal Men Expert is worth an estimated £ 1.2 billion a year in the UK. Superdrug’s new range of scented body sprays, shower gels and deodorants sell at just 99p each.
Simon Comins, Superdrug’s director of toiletries said, “This is an illuminating look at what men are concealing in their man bags. Hair dyes and eye roll ons have replaced more traditional men's toiletries - manity is the new watch word as men want to look their best."
GROOMING REGIME SPLIT BY GENDER
FEMALE MALE
Shower 22 minutes 23 minutes
Shaving 14 minutes 18 minutes
Cleanse, Tone, Moisturise 9 minutes 10 minutes
Hair 12 minutes 10 minutes
Make up (concealed etc) 10 minutes 7 minutes
Clothes 10 minutes 13 minutes
Touch ups during the day 2 minutes 2 minutes
TOTAL = 79 MINUTES 83 MINUTES
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