LONDON-- Debenhams has revealed that for the first time, the average British man will spend 98 minutes getting ready for a Christmas party, 14 minutes longer than the average woman*.
Having honed their beauty regime, women in comparison will spend only 84 minutes getting ready.
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Debenhams' survey revealed that shaving, showering, moisturizing and even facials, tanning and manicures, in addition to choosing the perfect outfit, are just some of the things involved in the modern British male's Christmas grooming routine.
David Beckham, Gavin Henson and Peter Andre have become the acceptable faces of male grooming, frequently filmed and photographed perfecting their look with no adverse reaction from admiring females.
Sara Stern, Debenhams' cosmetics director, says: "Gone are the days when the power struggle was limited to the boardroom. This Christmas, our survey indicates the very real possibility of a clash over the bathroom mirror.
"Sales of male grooming products have soared by 141% per cent in the run up to Christmas, but it's not only women treating their men but image conscious men wanting to look at their best at the social occasion of the year.
"Interestingly, our findings reveal that men are spending more time than ever before styling themselves, often indulging in trips to the hairdressers and beauty treatments like spray tans and eyebrow grooming."
Debenhams' Latest Consumer Research Findings
The findings were revealed by Debenhams' latest consumer research into male and female grooming habits.
It shows that men spend 19 minutes on their hair when getting ready for a special event or occasion, compared to 12 minutes on an average day; spend 21 minutes in the shower when preparing for a night out, compared to 10 minutes in the shower on an average day; spend an average of 28 minutes on treatments and shaving for a night out, compared to 9 minutes on an average day and spend 30 minutes dressing for a big night, compared to 15 minutes on an average day.
34 per cent of men surveyed regularly have a manicure and/or pedicure as part of their party grooming routine while 54 per cent of men questioned admit to having a facial in the past. Additionally, 29 per cent of men have regular treatments to maintain their eyebrows including waxing, threading and tinting.
Sara Stern continued: "Our findings indicate that women seem to get ready faster than men as they see the process as a social event. Getting ready for the Christmas party is a communal, bonding activity.
"Women often get ready together helping each other with hair and makeup and with outfits selected weeks in advance, they make the overall process a lot faster and more enjoyable.
"In contrast, our research suggests that men see grooming as a solitary activity and often leave outfit choices to the last minute, working out styling and grooming conundrums by themselves."
Debenhams is a leading department stores group with a strong presence in key product categories including women's clothing, men's clothing including suits, men's shirts and men's coats, kid's clothing, Christmas gifts for men, home, perfume gifts and health and beauty gift sets.
Debenhams is the second largest department store chain in the UK.
Debenhams operates 167 stores in the UK, Republic of Ireland and Denmark, comprising 154 full department stores and 13 Desire by Debenhams stores, which is a small store concept featuring an edited product range.
Debenhams also has 60 international franchise stores in 23 countries. Debenhams online store can be found at Debenhams.com, where shoppers can find out all about the latest products to reach Debenhams's via Debenhams TV.
*1,000 people surveyed online in late November 2010 as part of Debenhams' ongoing customer research
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Original Publication Date: 1/03/11 - Revised Publication Date: 04/23/11
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