The male connection


More men are using grooming products, and going online is a simple and convenient method for finding what they’re looking for. Jo Allen explores the development of this promising channel

One Direction’s Harry Styles might have been spotted wearing lipstick at the premier of the band’s behind-the-scenes film, but the majority of men take a less flamboyant attitude towards male grooming, whether it’s wearing the products or buying them. Few men appear to have the desire to quiz the glamorous female sales assistant about the virtues of one skin care product over the next, or browse store aisles any longer than is absolutely necessary. Despite this, men are increasingly interested in using skin care and other grooming products and, with online shopping and research already playing a role in many men’s purchasing habits, dedicated e-commerce sites are becoming an increasingly valid way to reach the male personal care consumer.


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