google-site-verification: googleb05bb448209fa391.html

Mirror mirror on the wall –

Whilst women are renowned for investing significant time and money into their appearance, our research found that it is in fact men who are the vainer sex.

avaj.co.uk study back in 2014, revealed men look at their reflection 23 times a day, whilst women did so 16 times per day.  Women are still using more skincare products than men, but men are catching up and are using more men’s moisturisers than ever before.

Men confessed to ‘mainly’ looking at their appearance to admire themselves and the body parts they like the most. This is in direct contrast to women, the majority of whom said they mainly looked at their appearance for reassurance that they look OK (for example, that their make-up is in place). Women also mainly focussed time spent in front of the mirror on looking at the body parts they are the most self-conscious about.

On average men spent 10 minutes per day looking at their reflection which amounts to almost six and a half days per year. 11% of male respondents confessed to mirror gazing over 30 times a day.

82% of men agreed that maintaining a good personal appearance was a key factor. Many products that were previously never marketed to men such as eye cream or body butter are now considered men’s products as well.

Dominating the list of body parts men were most happy with was arms (76%), followed by legs (54%), smile (49%), eyes (43%), and hair (38%) hence why body moisturising products are on the increase as skin looks and feels better when hydrated.

Tracey Denison, managing director at avaj.co.uk, said “Surprisingly, unlike women, men are more likely to spend time in front of the mirror admiring the parts of themselves they are happy with – suggesting vanity is the real purpose behind the time spent looking at reflections. The trend for even those men who opt for a more rugged look ensuring they are well groomed, investing in beard shampoos and conditioners, further reinforces this idea.

“It’s also possible that the selfie trend is partially driving this rise in male vanity, as people become more used to celebrating their appearance. Unfortunately, this doesn’t seem to have seeped through to women as much and they still seem to be the more self-conscious sex.”

The survey also found a third of men (34%), had used a female friend or family member’s skincare products at least once, whilst one in 10 (9%) said they used skincare products targeted at women regularly.  Although men do prefer skincare aimed at the male market mainly because of the masculine fragrances used in men’s skincare products rather than the flowery fragrances for women.

Two thirds of men (67%) revealed they had 3 or more men’s skincare products, suggesting that men no longer wish to grow old gracefully

Tracey Denison
avaj