Table of Contents
Introduction
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- Definitions
- Excluded
- Abbreviations
Executive Summary
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- Growth stalls in the men’s toiletries market
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- Figure 1: Best and worst case scenario for retail value sales of men’s toiletries, 2008-18
- Market drivers
- Skincare share of new launches grows
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- Figure 2: New product launches, by category, January 2009-July 2013
- Men more likely to have a relaxed approach to grooming
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- Figure 3: Attitudes towards appearance, July 2012 and July 2013
- Male skincare users increase
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- Figure 4: Men’s use of toiletries, July 2012 and July 2013
- Value-seeking behaviours drive product choice
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- Figure 5: Factors influencing choice of men’s toiletries, July 2013
- What we think
Issues in the Market
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- Which body concerns are most common amongst men?
- Which are the most used products?
- How do fashion trends impact the male grooming market?
- How can men be encouraged to experiment more?
Trend Application
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- Trend: Mood to Order
- Trend: Extend My Brand
- Mintel Futures: East Meets West
Market Drivers
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- Key points
- Older men forecast to grow in numbers
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- Figure 6: Trends in the age structure of the UK male population, 2008-18
- Men at work
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- Figure 7: Male employment and unemployment, 2008-18
- Disposable income growing
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- Figure 8: GDP, PDI, consumer expenditure and savings at current prices, 2008-18
- Three in ten men suffer from hair loss
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- Figure 9: Body complaints amongst men, July 2013
- Healthy habits
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- Figure 10: Men’s habits related to health, November 2012
Who’s Innovating?
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- Key points
- Level of true product innovation high in 2012 and 2013
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- Figure 11: New product launches in men’s toiletries, by launch type, January 2009-July 2013
- Figure 12: Examples of new product launches from men’s toiletries brands, January-July 2013
- Skincare share of new launches grows
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- Figure 13: New product launches in men’s toiletries, by category, January 2009-July 2013
- Innovation in deodorants slows
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- Figure 14: New product launches in men’s toiletries, by branded vs. own-label, January 2009-July 2013
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- Figure 15: Examples of own-label multi-function product launches, January-July 2013
Market Size and Forecast
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- Key points
- Growth stalls in 2013
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- Figure 16: UK retail value sales of men’s toiletries, at current and constant 2013 prices, 2008-18
- Future growth slow but steady
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- Figure 17: Best and worst case scenario for retail value sales of men’s toiletries, 2008-18
- Forecast methodology
Segment Performance
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- Key points
- Growth in male skincare segment lifts the market
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- Figure 18: UK retail value sales of men’s toiletries products, by sector, 2012 and 2013
- Beards in fashion
Market Share
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- Key points
- Lynx remains market leader
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- Figure 19: Brand value shares in men’s toiletries, years ending July 2012 and 2013
- Dove Men + Care sees double digit growth
- Other brands see growth
Companies and Products
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- Alliance Boots
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- Figure 20: Financial performance of Alliance Boots, 2012 and 2013
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- Figure 21: New products launched by Alliance Boots, August 2012-July 2013
- Estée Lauder
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- Figure 22: Financial performance of Estée Lauder Cosmetics Ltd, 2011 and 2012
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- Figure 23: New products launched by Estée Lauder, August 2012-July 2013
- L’Oréal
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- Figure 24: Financial performance of L’Oréal, 2010 and 2011
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- Figure 25: New product launches by L’Oréal, August 2012-July 2013
- Procter & Gamble
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- Figure 26: Financial performance of Procter & Gamble (Health and Beauty Care) Ltd, 2011 and 2012
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- Figure 27: New product launches by Procter & Gamble, August 2012-August 2013
- Unilever
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- Figure 28: Financial performance of Unilever Plc, 2011 and 2012
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- Figure 29: New product launches by Unilever, August 2012-July 2013
- Other companies
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- Figure 30: Other men’s toiletries companies accountable for the most product launches in August 2012 – August 2013
Brand Research
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- Brand map
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- Figure 31: Attitudes towards and usage of brands in the men’s toiletries sector, July 2013
- Correspondence analysis
- Brand attitudes
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- Figure 32: Attitudes, by men’s toiletries brand, July 2013
- Brand personality
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- Figure 33: Men’s toiletries brand personality – macro image, July 2013
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- Figure 34: Men’s toiletries brand personality – micro image, July 2013
- Brand experience
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- Figure 35: Men’s toiletries brand usage, July 2013
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- Figure 36: Satisfaction with various men’s toiletries brands, July 2013
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- Figure 37: Consideration of men’s toiletries brands, July 2013
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- Figure 38: Consumer perceptions of current men’s toiletries brand performance, July 2013
- Brand index
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- Figure 39: Men’s toiletries brand index, July 2013
- Target group analysis
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- Figure 40: Target groups, July 2013
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- Figure 41: Men’s toiletries brand usage, by target groups, July 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Advertising spend remained above the £30m mark in 2012
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- Figure 42: Male toiletries advertising spend of selected advertisers, January 2009-August 2013
- Unilever accounts for 63% of men’s toiletries advertising spend
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- Figure 43: Advertising spend on men’s toiletries, by selected advertisers, January 2009-August 2013
- TV advertising takes the dominant share of budget
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- Figure 44: Advertising spend of men’s toiletries, by media type, January 2009-August 2013
- Deodorants lead both sales and advertising spend
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- Figure 45: Advertising spend of men’s toiletries, by category, January 2009-August 2013
Channels to Market
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- Key points
- Chemists remain the dominant channel
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- Figure 46: UK retail value sales of men’s toiletries, by outlet type, 2012-13
- Department stores benefit from growth in prestige sector
- Online sales continue to climb
Attitudes Towards Appearance
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- Key points
- Men continue with a relaxed approach to grooming
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- Figure 47: Attitudes towards appearance, July 2012 and July 2013
- City style
Product Usage and Frequency
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- Key points
- Skincare products see user base increase
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- Figure 48: Men’s use of toiletries, July 2012 and July 2013
- Facial hair in fashion
- Three in four men use deodorant at least once a day
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- Figure 49: Product usage and frequency, July 2013
- Younger men use a wider range of products
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- Figure 50: Number of toiletries used, by age, July 2013
Shopping for Men’s Toiletries
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- Key points
- Men show high levels of brand loyalty
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- Figure 51: Attitudes Towards Shopping for men's toiletries, July 2013
- Older men are the most disinterested when shopping for toiletries
- Retail environments can more effectively target men
- Point of sale information can increase awareness
Factors Influencing Choice
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- Key points
- Product fragrance influences half of men
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- Figure 52: Factors influencing choice of men’s toiletries, July 2013
- Multipurpose appeals to younger men
- Value seeking behaviours drive choice
- City men buy premium
Interest in New Product Development
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- Key points
- Limited interest in product innovation
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- Figure 53: Interest in new product development in men’s toiletries, July 2013
- Interest in sports associated products
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- Figure 54: Interest in new product development in men’s toiletries, by number of men’s toiletries products used, July 2013
- Hair styling future growth area
- Backlash to unisex
- Male make-up remains niche
Grooming Style
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- Key points
- Grooming gives dads a confidence boost
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- Figure 55: Attitudes towards grooming, July 2013
- High earners feel a well-groomed appearance is more professional
- Younger men more fashion-forward
Appendix – Market Drivers
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- Figure 56: Most popular body complaints, by demographics, July 2013
- Figure 57: Next most popular body complaints, by demographics, July 2013
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- Figure 58: Other body complaints, by demographics, July 2013
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Appendix – Who’s Innovating?
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- Figure 59: Company share of men’s toiletries new product development, 2012-13
- Figure 60: Positioning claims of UK men’s skincare product launches, January 2009-July 2013
- Figure 61: Positioning claims of UK men’s deodorant product launches, January 2009-July 2013
- Figure 62: Positioning claims of UK men’s shaving preparations and depilatory product launches, January 2009-July 2013
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- Figure 63: Positioning claims of UK men’s soap, bath and shower product launches, January 2009-July 2013
- Figure 64: Positioning claims of UK men’s hair product launches, January 2009-July 2013
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Appendix – Segment Performance
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- Figure 65: Unit sales for male toiletries, 2012-13
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Appendix – Brand Research
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- Figure 66: Brand usage, July 2013
- Figure 67: Brand commitment, July 2013
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- Figure 68: Brand momentum, July 2013
- Figure 69: Brand diversity, July 2013
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- Figure 70: Brand satisfaction, July 2013
- Figure 71: Brand attitude, July 2013
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- Figure 72: Brand image – macro image, July 2013
- Figure 73: Brand image – micro image, July 2013
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- Figure 74: Profile of target groups, by demographics, July 2013
- Figure 75: Psychographic segmentation, by target groups, July 2013
- Figure 76: Brand usage, by target groups, July 2013
- Brand index
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- Figure 77: Brand index, July 2013
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Appendix – Brand Communication and Promotion
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- Figure 78: Retail value sales and advertising spend of men’s toiletries, 2012
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Appendix – Attitudes towards Appearance
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- Figure 79: Most popular attitudes towards appearance, by demographics, July 2013
- Figure 80: Next most popular attitudes towards appearance, by demographics, July 2013
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- Figure 81: Other attitudes towards appearance, by demographics, July 2013
- Figure 82: Product usage and frequency, by most popular attitudes towards appearance, July 2013
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- Figure 83: Product usage and frequency, by next most popular attitudes towards appearance, July 2013
- Figure 84: Product usage and frequency, by other attitudes towards appearance, July 2013
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Appendix – Product Usage and Frequency
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- Figure 85: Most popular frequency of all users, by demographics, July 2013
- Figure 86: Next most popular frequency of all users, by demographics, July 2013
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- Figure 87: Other frequency of all users, by demographics, July 2013
- Figure 88: Frequency of using facial moisturisers including after shave balms, by demographics, July 2013
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- Figure 89: Frequency of using self-tan, by demographics, July 2013
- Figure 90: Frequency of using shaving preparations, by demographics, July 2013
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- Figure 91: Frequency of using shampoo, conditioner, hair treatments, by demographics, July 2013
- Figure 92: Frequency of using hair styling products, by demographics, July 2013
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- Figure 93: Frequency of using hair colourants, by demographics, July 2013
- Figure 94: Frequency of using deodorants, by demographics, July 2013
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- Figure 95: Frequency of using body sprays, by demographics, July 2013
- Figure 96: Frequency of using talcum powder, by demographics, July 2013
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- Figure 97: Frequency of using body lotions, toning gels, by demographics July 2013
- Figure 98: Frequency of using depilatories, by demographics July 2013
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- Figure 99: Frequency of using hand and nail products, by demographics July 2013
- Figure 100: Frequency of using lip balms, by demographics July 2013
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- Figure 101: Frequency of using shower gel, by demographics July 2013
- Figure 102: Most popular repertoire for product usage and frequency, by demographics, July 2013
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- Figure 103: Next most popular repertoire for product usage and frequency, by demographics, July 2013
- Figure 104: Attitudes towards appearance, by repertoire for product usage and frequency, July 2013
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Appendix – Shopping For Men’s Toiletries
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- Figure 105: Most popular attitudes towards shopping for men's toiletries, by demographics, July 2013
- Figure 106: Next most popular attitudes towards shopping for men's toiletries, by demographics, July 2013
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- Figure 107: Other attitudes towards shopping for men's toiletries, by demographics, July 2013
- Figure 108: Product usage and frequency, by most popular attitudes towards shopping for men's toiletries, July 2013
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- Figure 109: Product usage and frequency, by next most popular attitudes towards shopping for men's toiletries, July 2013
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Appendix – Factors Influencing Choice
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- Figure 110: Most popular factors influencing choice, by demographics, July 2013
- Figure 111: Next most popular factors influencing choice, by demographics, July 2013
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- Figure 112: Attitudes towards appearance, by most popular factors influencing choice, July 2013
- Figure 113: Attitudes towards appearance, by next most popular factors influencing choice, July 2013
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Appendix – Interest in New Product Development
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- Figure 114: Most popular interest in new product development, by demographics, July 2013
- Figure 115: Next most popular interest in new product development, by demographics, July 2013
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- Figure 116: Interest in new product development, by most popular body complaints, July 2013
- Figure 117: Interest in new product development, by next most popular body complaints, July 2013
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- Figure 118: Interest in new product development, by most popular attitudes towards appearance, July 2013
- Figure 119: Interest in new product development, by next most popular attitudes towards Appearance, July 2013
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Appendix – Grooming Style
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- Figure 120: Agreement with the statement ‘Looking neat and tidy is more important than following fashion’, by demographics, July 2013
- Figure 121: Agreement with the statement ‘My grooming routine is only to keep me clean/hygienic’, by demographics, July 2013
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- Figure 122: Agreement with the statement ‘I feel more attractive when I’m well-groomed’, by demographics, July 2013
- Figure 123: Agreement with the statement ‘Being well-groomed gives me a confidence boost’, by demographics, July 2013
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- Figure 124: Agreement with the statement ‘Being well-groomed improves my sense of well-being’, by demographics, July 2013
- Figure 125: Agreement with the statement ‘I look more professional when I’m well-groomed’, by demographics, July 2013
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- Figure 126: Agreement with the statement ‘I feel more approachable when I’m well-groomed’, by demographics, July 2013
- Figure 127: Agreement with the statement ‘It’s important to me that I always look my best when I leave the house’, by demographics, July 2013
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- Figure 128: Agreement with the statement ‘It’s important to keep looking young’, by demographics, July 2013
- Figure 129: Agreement with the statement ‘I prefer toiletries that fit it in with my active lifestyle’, by demographics, July 2013
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- Figure 130: Agreement with the statement ‘I like to experiment with new looks’, by demographics, July 2013
- Figure 131: Agreement with the statement ‘I take grooming inspiration from celebrities/sports stars’, by demographics, July 2013
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- Figure 132: Product usage and frequency, by agreement with the statement ‘Looking neat and tidy is more important than following fashion’ and ‘I take grooming inspiration from celebrities/sports stars’, July 2013
- Figure 133: Product usage and frequency, by agreement with the statement ‘It’s important to me that I always look my best when I leave the house’ and ‘Being well-groomed gives me a confidence boost’, July 2013
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- Figure 134: Product usage and frequency, by agreement with the statement ‘It’s important to keep looking young’ and ‘I look more professional when I’m well-groomed’, July 2013
- Figure 135: Product usage and frequency, by agreement with the statement ‘My grooming routine is only to keep me clean/hygienic’ and ‘Being well-groomed improves my sense of well-being’, July 2013
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- Figure 136: Product usage and frequency, by agreement with the statement ‘I feel more attractive when I’m well-groomed’ and ‘I feel more approachable when I’m well-groomed’, July 2013
- Figure 137: Product usage and frequency, by agreement with the statement ‘I prefer toiletries that fit it in with my active lifestyle’ and ‘I like to experiment with new looks’, July 2013
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