UK grocer Asda is now selling its first ever skincare range for men in its stores. The Groomed line was designed with the assistance of the Real Shaving Company. The range includes shaving cream, balm and moisturiser, face scrub, hair and body wash, shampoo and hair styling products.
The SPF15 All in One Moisturiser claims to help protect against daily skin damage and fight signs of ageing while the Big Head Keep it Thick Shampoo promises to create volume and build up thinning hair.
A survey carried out by the retailer asked hundreds of men about their grooming routines; the results showed that men in London spend longer on grooming than anywhere else in the UK - one in four admitted to spending 45 minutes a day looking after their appearance. Men in Wales are the least vain as more than a third (38 per cent) claimed they did nothing to enhance their looks. The new range is also available at www.groomed.uk.com. (28 Sept)
© ESM: European Supermarket Magazine
