A recent article in Madame Figaro exclaimed with delight how the latest figures show that 53% of men care about their appearance and devote as much as four hours and 50 minutes per week to staying fit and looking good. But it’s not the clean shaven look of years gone by that French men strive for: beards are big.
In fact, in Paris one in two men between the ages of 25 and 45 no longer shave, said the article. Today’s look is one of strength, muscles, tattoos and plenty of hair. Perhaps this plays some part in explaining the astonishing popularity of Paco Rabanne’s male fragrance Invictus (Puig) in France. It champions masculinity and strength, with unusual metallic notes that are said to add a level of “invincible success” to the fragrance, and a trophy shaped bottle that is said to emphasise power and sporting triumph. As the number one male fragrance in France throughout 2013 and 2014, its concept has certainly hit the right note with consumers.
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