Men today are buying more beauty products than ever before, but many are hiding the fact.
According to a new survey of 2000 men in the UK by Atomik Research, 38 percent of men who buy beauty products hide them from their partners.
Twenty five-34-year-olds were the most secretive about their beauty purchases with 65 percent admitting that they hide their beauty products compared with 33 percent of 18-24-year-olds and 13 percent of 45-54-year-olds.
The products that the men admitted to hiding the most were:
- Face masks
- Face wash
- Hair dye
- Hair loss treatment
- Hair styling products
- Tanning products
- Nose and ear trimmer
- Hair removal products
According to Wahl, the hairdressing salon supply company that commissioned the survey, “it’s a lot of hiding” considering that “half of British men buy moisturiser, a quarter buy anti-ageing products and a fifth buy tanning creams”.
The research also found that men are having more beauty treatments than ever before − 11 percent of men admitted having Botox, 18 percent revealed they’ve had laser hair removal, 19 percent said they get their eyebrows waxed and 23 percent said they have manicures.
A quarter of men (23 percent) admitted that their spending on maintaining their appearance has increased in recent years.
Reasons given for the increased spending include:
- Being more conscious of how I look (35 percent)
- Wanting to spend more as I age (36 percent)
- It is more acceptable nowadays (29 percent).
- To increase inner confidence (46 percent)
- To look for a good partner (32 percent)
- To make a good impression when meeting new people (26 percent).
Wahl global artistic director Simon Shaw told The Sun “men should not feel the need to be so secretive about improving themselves”.
“There is no shame in looking after your appearance – it does wonders for your self-esteem,” he said.
“Looking good is all about projecting your confident inner-self so men should be open and up front about the fact that they take pride in their appearance.”