Did you know the sale of men’s grooming products has gone up in the last five years by 20%, until this year when British men are rediscovering their masculinity in the wake of the financial crisis, say researchers.
Social psychologist Prof Geoffrey Beattie, of Manchester University, says ”When the economic times get tough men often refocus on core masculine values. In previous recession men found other ways to reassert their masculinity outside of the world of work. Similarly, by this recession men are changing their lifestyle, patterns of consumption and reassessing who they really are.
Men once “metrosexual” are foregoing their moisturisers and manicures for a new “machosexual” image. This new character is unshaven, uncombed, and if the survey is to be believed, slightly smelly as he has ditched the deodorant as well as the face creams.
“The metrosexual man was concerned with how he looked and was not afraid to admit it. In 2010 we’re seeing more men worrying about jobs and unemployment.
Suddenly the man interested in his appearance is less relevant” The research, by the Monkey Shoulder Whisky Company, found that four out of five men are reverting to a more “blockish” image.
Greengates Builders Merchants Accrington says “so now you know Ladies what not to buy for the men in your life for Christmas perhaps some tools would be more appropriate this year”. We do think that not using deodorant is taking masculinity a bit to far though.