An Omnibus study by Harris Interactive's consumer research team into the grooming habits of UK men and women. Conducted online amongst a nationally representative sample of 2,061 GB adults. - 14% of all men regularly use female grooming products - 63% of men brush their teeth twice a day compared to 74% of women - 19% of women feel their male partner spends longer than they do getting ready.

1. Mirror Mirror on the Wall....
An Omnibus study into the grooming habits of
UK men & women
© Harris Interactive A survey with 2,061 GB adults weighted to be nationally representative

2. © Harris Interactive 2
Q. Do you/your partner ever use female grooming products
Base: All respondents:
MALE FEMALE
Of men use female
grooming products
REGULARLY
Of men use female
grooming products
OCCASIONALLY
Of men NEVER use
female grooming
products Of women use
female grooming
products on a
REGULAR basis
Of women use
female grooming
products
OCCASIONALLY
• A further 18% say they use female grooming products occasionally
• 30% of women in a relationship claim that their partners regularly use their female
grooming products
14% of all men regularly use female grooming products
- this rises to 18% of men in a relationship

3. 8% of women say they use male grooming products
regularly - this rises to 11% of women in a relationship
© Harris Interactive 3
Q. Do you/your partner ever use male grooming products
Base: All respondents:
MALE FEMALE
Of men use male
grooming products
REGULARLY
Of men use male
grooming products
OCCASIONALLY
Of women use male
grooming products
on a REGULAR
basis
Of women use
male grooming
products
OCCASIONALLY
Of women
NEVER use male
grooming
products
• A further 19% occasionally do so (rising to 22% of women in a relationship)
• 12% of men in a relationship say their partners regularly use male grooming products
with a further 19% saying their partners do so occasionally

4. Average Monthly Spend on Male Grooming is way behind
Female Grooming
© Harris Interactive 4
31% 30%
12%
5%
4%
20%
27%
15%
9% 10%
Less than £5 £5.01 to £10 £10.01 to £15 £15.01 to £20 More than £20
MEN'S GROOMING
WOMEN'S GROOMING
Q. How much on average do you/your household spend on men’s and/or women’s grooming products each month?
Base: All respondents:
• Over 30% of households spend less than £5 a month on male grooming products whilst
over 30% of households spend over £10 a month on female grooming

5. Single men spend more on male grooming each month than
men in a relationship
© Harris Interactive 5
33% 32%
18%
7% 7%
36%
33%
13%
8%
5%
Less than £5 £5.01 to £10 £10.01 to £15 £15.01 to £20 More than £20
Single Men
Men in a Relationship
Q. How much on average do you/your household spend on men’s and/or women’s grooming products each month?
Base: All respondents:
• 32% of single men spend over £10 a month on male grooming products, this compares
to 26% of men in a relationship

6. Deodorant is the most regularly used grooming product for
men & women although men are less likely to use
deodorant than women on a daily basis
89%
29%
46%
66%
54%
14%
28%
23%
96%
74%
67%
59%
55%
51%
47%
45%
Deodorant
Face Moisturiser
Fragrance
Shampoo
Mouthwash
Body Moisturiser
Conditioner
Hair styling Products
How often male and females use these products on a daily basis
Male Female
© Harris Interactive 6
Q. Which of these products do you/your partner use on a daily basis?
Base: All respondents:
Single men are more likely to use facial moisturizer every
day (34%) compared to men in a relationship (25%)

7. Men in a relationship are more likely to take a
bath/shower every 3 days (12%) compared to men
who are single (8%)
© Harris Interactive 7Q. How often do you/your partner take a shower or bath?
Base: All respondents:
6%
59%
20%
8%
6%6%
57%
20%
12%
4%
Twice a day Every day Every two days Every three days Once a week
Single Men
Men in a Relationship

8. 63% of men brush their teeth twice a day compared to
74% of women
- Men are more likely to brush their teeth once a day (25%)
© Harris Interactive 8
9%
63%
25%
3%
6%
74%
17%
2%
After every meal
Twice a day
Once a day
Less often than once a
day
How often do you clean your teeth
Male
Female
Q. How often do you/your partner clean your teeth?
Base: All respondents:

9. Men in a relationship are almost twice as likely than single
men to brush their teeth after every meal (11% vs 6%)
© Harris Interactive 9
6%
64%
24%
6%
11%
62%
25%
1%
After every meal
Twice a day
Once a day
Less often than once a
day
How often do you clean your teeth
Single Men
Men in a
Relationship
Q. How often do you/your partner clean your teeth?
Base: All respondents:

10. “IT IS JUST AS IMPORTANT FOR MEN TO TAKE GOOD CARE OF
THEMSELVES AS WOMEN”
© Harris
Interactive 10
Q. How much do you agree with the following statements about personal care:
It is just as important for men to take good care of themselves as women
Base: All respondents:
1%
2%
12%
40%
46%
Strongly disagree
Disagree
Neither agree nor…
Agree
Strongly agree 86% ‘agree’
3% ‘disagree’
TOTAL
1%
3%
17%
41%
38%
Strongly disagree
Disagree
Neither agree…
Agree
Strongly agree
79% ‘agree’
4% ‘disagree’
MALE
0%
1%
8%
39%
53%
Strongly disagree
Disagree
Neither agree…
Agree
Strongly agree
92% ‘agree’
1% ‘disagree’
FEMALE
• More women agreed with this statement (92%) than men (79%)

11. “WOMEN ARE MORE UNDER PRESSURE THAN MEN TO LOOK GOOD”
© Harris Interactive 11
Q. How much do you agree with the following statements about personal care: Women are more
under pressure than men to look good
Base: All respondents:
2%
4%
15%
42%
37%
Strongly disagree
Disagree
Neither agree nor…
Agree
Strongly agree
78% ‘agree’
6% ‘disagree’
TOTAL
3%
5%
17%
43%
32%
Strongly disagree
Disagree
Neither agree…
Agree
Strongly agree
76% ‘agree’
8% ‘disagree’
MALE
1%
4%
14%
40%
41%
Strongly disagree
Disagree
Neither agree…
Agree
Strongly agree
81% ‘agree’
5% ‘disagree’
FEMALE
•81% of women agree with this compared to 76% of men

12. “MEN ARE PAYING MORE ATTENTION TO THEIR HAIR & SKINCARE”
© Harris Interactive 12
Q. How much do you agree with the following statements about personal care:
Men are paying more attention to their hair & skincare
Base: All respondents:
1%
3%
24%
53%
19%
Strongly disagree
Disagree
Neither agree nor…
Agree
Strongly agree
72% ‘agree’
4% ‘disagree’
TOTAL
1%
4%
28%
48%
19%
Strongly disagree
Disagree
Neither agree…
Agree
Strongly agree
67% ‘agree’
4% ‘disagree’
MALE
1%
2%
20%
58%
20%
Strongly disagree
Disagree
Neither agree…
Agree
Strongly agree
78% ‘agree’
2% ‘disagree’
FEMALE
•More women agreed with this statement (78%) than men (67%)

13. “REAL MEN DON’T USE MOISTURIZER”
© Harris Interactive 13
Q. How much do you agree with the following statements about personal care:
Real men don’t use moisturizer
Base: All respondents:
24%
31%
30%
10%
4%
Strongly disagree
Disagree
Neither agree nor…
Agree
Strongly agree 14% ‘agree’
56% ‘disagree’
TOTAL
19%
27%
35%
13%
7%
Strongly disagree
Disagree
Neither agree…
Agree
Strongly agree
20% ‘agree’
45% ‘disagree’
MALE
29%
36%
26%
6%
2%
Strongly disagree
Disagree
Neither agree…
Agree
Strongly agree
9% ‘agree’
65% ‘disagree’
FEMALE
•20% of men agreed with this statement whereas only 9% of women agreed

14. “MY HUSBAND/MALE PARTNER HAS MORE PRODUCTS THAN I DO
IN THE BATHROOM”
© Harris Interactive 14
Q. How much do you agree with the following statements about personal care:
My husband/male partner has more products than I do in the bathroom
Base: All respondents:
36%
39%
15%
6%
4%
Strongly disagree
Disagree
Neither agree nor…
Agree
Strongly agree 9% ‘agree’
75% ‘disagree’
TOTAL
•Only 9% of women agree with this

15. “MY HUSBAND/MALE PARTNER SPENDS LONGER GETTING READY
THAN I DO”
© Harris Interactive 15
Q. How much do you agree with the following statements about personal care:
husband/male partner spends longer getting ready than I do
Base: All respondents:
32%
29%
20%
13%
5%
Strongly disagree
Disagree
Neither agree nor…
Agree
Strongly agree
19% ‘agree’
62% ‘disagree’
TOTAL
•19% of women say their partner spends longer than they do getting ready