Menaissance man makes his move

A study conducted by PruHealth into men's health awareness indicates that the metrosexual may be on his way out in the UK.

The term menaissance has been coined to describe the resurgence of the more masculine male. Some 88% said that a shower and a shave are the staples of their cleansing regime with just 12% maintaining their belief in the importance of their personal appearance. The figures also show a differentiation between regions: 93% of men in the Midlands have a basic beauty regime compared to 81% in East Anglia. Of men living with a partner, 35% admit to using products to keep them looking young, 15% wax or pluck their body hair, 19% use wrinkle cream, and 5% pluck their straying eyebrows.

In the manager's office, 35% regularly apply a moisturiser or anti-wrinkle cream, 13% wax or pluck their body hair, and 3% dabble in make-up.

Chris Dark, medical director, commented, “The research findings indicate a decline in male grooming, which suggests British men are reverting back to type.”