Metrosexual man is fast becoming an endangered species, with the average British bloke spending only £2.50 a year on skincare products such as cleansers and facial scrubs, according to new research. The figure does not include basics such as soap.
The Mintel figures are dwarfed by the outlay women spend on skincare products; a whopping £602m a year compared to just £57m for men.
The news will come as a blow to cosmetics companies such as Estee Lauder with their Clinque's skin supplies for men, Beiersdorf's Nivea for Men and L'Oreal Paris' Men Expert brand, which have all invested millions in this burgeoning market in recent years.
Have you recently ditched your scrub for good old fashioned soap? Is the credit crunch forcing you to cut back on non-essentials or have you never felt the pressure to moisturise?
Do you buy expensive skincare products for your boyfriend? Do you expect the men in your life to use skincare products? Let us know.