Gen X (born 1967-1981)

Gen Y (born 1982-1996)

Australia

Beauty

Skincare

Hair-care

Body care

Beauty and wellbeing

‘Men’s Grooming in Australia’, Euromonitor International

‘Brotox – More Australian Men Turning to Brotox’, Cosmos Clinic (June 2013)4. ‘Aesop: the Aussie brand that makes blokes beautiful’, The Telegraph (November 2013)5. ‘Masculinity & Modernity: investigating the men of Britain today’, JWT (February 2014)6. Interview with Ruth Somerfield conducted by author7. ‘Beauty and personal care product launches targeted to men increase by 70% over the past six years’, Mintel (September 2013)8. Interview with Mark Simpson conducted by author9. ‘Australian male toiletries market led by Proctor & Gamble’, Companiesandmarkets.com

And these men are not afraid to splash the cash. Australians now spend around $454,000 on cosmetic surgery per 10,000 people – far more than Americans, who spend $328,000. [2]

‘Aesop: the Aussie brand that makes blokes beautiful’, The Telegraph

‘Masculinity & Modernity: investigating the men of Britain today’, JWT

Interview with Ruth Somerfield conducted by author

‘Beauty and personal care product launches targeted to men increase by 70% over the past six years’, Mintel

Interview with Mark Simpson conducted by author

‘Australian male toiletries market led by Proctor & Gamble’, Companiesandmarkets.com

Beauty Mate is one of the favourite Australian men's skincare brands. But are Aussie men really that keen to be preened? And how does the modern shampooed, shaved and waxed type sit alongside the traditional view of the Aussie bloke?

‘Sh*t, Shave, Shower, Shampoo’: Australia’s male beauty mantra?