We know that different genders, countries, cultures, and sub-cultures have different views about personal grooming; and they typically act accordingly.
Recently, GFK (a firm with more than 13,000 market research experts who provide global insights matched with local market intelligence from more than 100 countries) conducted an in-depth study on personal grooming:
“Findings released by GfK from a 22-country survey show that women spend an average of almost five hours a week on personal grooming (bathing, shaving, dressing, hair, make-up), while men spend just over three hours. But what are the major (as opposed to minor) reasons that motivate people to try to look their best?”
“The most popular motivation, cited by 60 percent of the 27,000 people surveyed as a major reason for trying to look their best, is to feel good about themselves. This was followed by making a good impression on people they meet for the first time (44 percent) and setting a good example for their children (40 percent).”
“Men and women mirror each other in seeing these as the top three reasons for wanting to look good. But the number one reason – feeling good about themselves – resonates more strongly with women than men (67 percent versus 52 percent), while making a good first impression and setting a good example for their children are cited by almost the same percentage of men as women.”
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Click the GfK logo for a PDF of the research report.