Image conscious UK men boost grooming sales this Christmas

By Andrew McDougall

- Last updated on GMT

Related tags: Male grooming products, Facial hair

As the holiday season approaches, a UK consumer study has revealed that sales of male grooming products have soared as men become more image conscious, especially when it comes to special occasions.

The findings were revealed by UK retailer, Debenhams, in its latest consumer research into male and female grooming habits.


"Sales of male grooming products have soared by 141 per cent in the run up to Christmas, but it's not only women treating their men but image conscious men wanting to look at their best at the social occasion of the year,”​ said Sara Stern, Debenhams’ cosmetics director.

"Interestingly, our findings reveal that men are spending more time than ever before styling themselves, often indulging in trips to the hairdressers and beauty treatments like spray tans and eyebrow grooming"​ she continued.

Men spend longer getting ready

The study showed that the average British man will spend 98 minutes getting ready for a special occasion, such as a Christmas party, whereas women will spend only 84 minutes.

Sara Stern continued: "Our findings indicate that women seem to get ready faster than men as they see the process as a social event. Getting ready for the Christmas party is a communal, bonding activity.

"In contrast, our research suggests that men see grooming as a solitary activity and often leave outfit choices to the last minute, working out styling and grooming conundrums by themselves."

The British male’s Christmas grooming routine

Debenhams' survey revealed that shaving, showering, moisturising and even facials, tanning and manicures, in addition to choosing the perfect outfit, are just some of the things involved in the modern British male's Christmas grooming routine.

It shows that men spend 19 minutes on their hair when getting ready for a special event or occasion, compared to 12 minutes on an average day.

It also shows that men spend 21 minutes in the shower when preparing for a night out, compared to 10 minutes in the shower on an average day as well as an average of 28 minutes on treatments and shaving for a night out, compared to 9 minutes on an average day.

Other findings showed that 34 per cent of men surveyed regularly have a manicure and/or pedicure as part of their party grooming routine while 54 per cent of men questioned admit to having a facial in the past.

Additionally, 29 per cent of men have regular treatments to maintain their eyebrows including waxing, threading and tinting.

Related topics: Market Trends

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