For years and years, cosmetics companies have been trying to get men to buy into skin care. For a moment there, it seemed like the metrosexual might make it all work. Alas, the metrosexuals have dwindled in number. A new report reveals that British men have responded to grooming hopes with a big "no dice."
Marketing group Mintel has released survey results that reveal:
- The average British man spends less than $5 a year taking care of his skin.
- Thirty-five percent of British men feel that it's important to look young, but 55 percent of French and Spanish men do.
- The male skincare market is worth less than one tenth of the women's equivalent.
I'm not surprised by these findings, since most men I know have to be told that Irish Spring is not so great for their skin. Doubt I'm the only one wondering, "And they had to do a survey for this information?!" Please. Hand me a tweed jacket and I'll play Professor Bella, whose work on Obvious Male Behavior will be no doubt groundbreaking. Wink.