Male grooming trends 2013

An increasing number of men are looking for cosmetic products that provide skin care, hair care and anti-ageing benefits

Wendy Lewis looks at the latest male grooming and anti-ageing trends influencing male consumers

Men are now seeking skin care, hair care and a wide variety of cosmetic procedures, driven not only by the women in their lives but by competition in the workplace and their own goals for self-improvement.

Younger men, Gen X and Millennials, are driving this trend as the quintessential online and mobile shoppers. In the survey, ‘How America Shops: Men & Shopping 2013’, a nationwide look at 740 male and 780 female shoppers aged 18+ by WSL Strategic Retail, 63% of men said they actively look for sales in-store and 53% regularly use coupons. The report also identified Millennial men as the most tech-savvy shoppers, with 67% using their mobile phones to shop, versus 52% of Gen Xers and 29% of Boomers.

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