In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

While 76% of men feel pressure to look good, seeing a bloke stroll into a brow bar or waxing salon could still raise an untamed brow or two. But London-based The Beauty Block has located both above A Wanted Man – a male-centric canteen that acts as an acceptable gateway to grooming.

2015 was the year of the man bun, and as long hair and beards have become part of the mainstream, men are getting experimental. The male hair care product market is set to be worth £68 million by 2019, but what are the attitudes and spending patterns of these follically-focused blokes?

In 2013, a men's hairstyle cropped up among Shoreditch hipsters, and on the likes of Jake Gyllenhaal, Harry Styles and Leonardo di Caprio. Hair scraped back and tied into a knot; it's called the 'man bun'. And it's a style that's now challenging stereotypes by going mainstream.

Long associated with teenaged boys and sexually charged ads, Lynx is undergoing its biggest repositioning in 20 years. It’s aiming to reach a more mature and progressive market by championing modern ideas of masculinity, but will it be enough to overcome the brand’s historically laddish image?