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As gender roles continue to blur, masculinity is being redefined. Today, more men are taking on traditional female roles from cooking and housekeeping to childcare. Their grooming habits are also changing as they spend more time and money on facials, massages, manicures, and pedicures. Men’s grooming products, meanwhile, represent one of the beauty industry’s fastest growing areas, totaling nearly $33 billion worldwide and growing at a rate of 6% per year. In the US alone, sales of men’s toiletries are expected to reach $3.2 billion by 2016 – a $1 billion increase over 2006 revenues.
To meet the rising demand of male consumers, Amazon recently launched its own men’s grooming shop, complete with “how-to” guides to “kissable skin” and “the perfect shave.” While Millennials – who tend to be more open to grooming products and services than older generations – are driving the trend, there’s no denying that men of all ages are becoming more image-conscious than ever.