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New Zealand Males Becoming More Comfortable With Using Grooming Products

September 9, 2011: 03:52 AM EST
An increasing number of young males in New Zealand are using cosmetic grooming products, according to the research "Retailing Masculinity: Gender Expectations and Social Image of Male Grooming Products in New Zealand," conducted by Otago University lecturer Lisa McNeill and L'Oreal scholar Katie Douglas. Male consumers, however, still find having more than five grooming products as being too feminine. Overall, the 18 to 22-year-old males who took part in the study said they were comfortable with using grooming products; however, only in situations that do not run against their image of masculinity. Dr. McNeill said “They were very functional about their grooming choices, needing to see the products as practical solutions to specific needs, rather than providers of beautification.”
"Kiwi males take to grooming products – just not too many", University of Otago, September 09, 2011, © University of Otago
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