British men are the cleanest in Europe

By Merill Haseen

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BEAUTY consultants are rubbing their well-moisturised hands with glee - the interest in male grooming is at an all-time high.

A new study by Datamonitor shows that British men are miles ahead of their European brothers when it comes to male vanity. The UK is leading the market for male grooming products, and sales of fragrances and shampoos are expected to smash the $1 billion barrier for the first time.

Traditionally, the British male always seemed to be more comfortable covered in engine oil than aloe vera. Obvious grooming was viewed with deep suspicion and lank hair and flaky skin were left to fend for themselves.

Over the last ten years, however, it has gradually become more acceptable for men to share their wife or girlfriend's grooming products - even to splash out on�some of their own from time to time. And now it seems that men show no fear when it comes to using a wide range of skincare and haircare products.

Much credit has been given to men's magazines, such as Loaded and GQ, which regularly feature articles on skin and hair care (last year, FHM revealed that 76% of young men used a blemish concealer!).

Psychologists and other experts have mixed feelings about the move to male grooming. Some welcome the fact that men are no longer trapped in 'masculine' shells. Others are concerned about the pressure on men to look more attractive, fearing it may lead to self-image problems, such as eating disorders.

• Procter and Gamble has just spent �3m developing a new range of male hair products because its research shows that British men are becoming more comfortable about wanting to improve their appearance. And rather than using sports stars or models to promote its new products, the range is being introduced to shopping centres with a mobile 'male cr�che' where men can enjoy aromatherapy, massage and a manicure.
• Clinique still reigns as king of the male skincare range, but others are in the chase. Decleor recently launched an aroma skincare range, including a shaving oil and a fake tan (or self-tanner, as it's known).
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