A significant number of young men seem to have stopped bothering with deodorant use, according to a study conducted for The Grocer.
7 per cent of those surveyed admitted to going without deodorant, using it as little as once a week, whilst a further 5 per cent aged between 17 – 24 no longer bother washing and styling their hair regularly. Kantar analyst, Samuel Hart suggested this rise in unkempt behaviour could be linked to a rise in graduate unemployment. “The core driver for using deodorant as part of a routine is getting ready for work,” he says, “unemployment removes this.”
We also live in an increasingly hectic world and some men simply don’t take have the time to spend a lot of effort grooming themselves. Research for 2-in-1 product specialists Head & Shoulders suggests that 89% men who are time poor still care a lot about their appearance but are taking a “bare essentials” approach to grooming:
- A quick shower (55%) and shave (42%), which were considered more important than styling hair (20%) or moisturising (19%)
- 48% of men surveyed are cramming their entire morning regime into just 6 minutes
- Over half of those surveyed said they only have room in their regime and wash bag for just two high performing, multi-purpose products to keep them looking at their best.
However, fashion may also being playing a role in the declining use of other grooming products such as razors, beards and longer hair are on trend now, so whilst men may be shaving and washing less, they’re trimming hair more. Still, even if it’s trendy to look like a tramp rugged, there’s no excuse for smelling like one!
