The rise of 'real' men in advertising

As brands invest in a more personal approach to their marketing campaigns, celebrities are increasingly being ousted by the average joe

From a groomed The Only Way Is Essex look to the messy ‘man bun’, trends in male grooming seem to be shifting at an ever-increasing pace.

Where personal care products were once seen as little more than a necessity, today’s modern man is taking a real interest in a diverse range of products.

Fragrance, hair care and skin care brands have seen shifts in purchasing patterns as male consumers take a greater interest in their appearance and no longer rely on their partners to stock up the bathroom cabinet.

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