British men spent 596m on toiletries in the last year. That marks a 5% increase on previous years spending. Men spent most on deodorants, fragrances, shower products and shaving foam. Lynx is still having its effect, continuing to beat Gillette as the most popular brand.
There was, however, a 17% fall in the amount spent on shampoo. Contrary to suggestions that the male population is rapidly balding, researchers think that drop was based on falling prices and not on failing follicles. But the most marked change was a staggering 81% rise in sales of mens sun tan lotion. With the wettest summer in 240 years, it was clearly important to make the most of a few hours of sunshine.