Skip to main content

YS In The News: Masculinity is undergoing a makeover


Josephine Hansom, Managing Director (Insight), shares her views on how the beauty industry has finally managed to break into the male market.

In an article written for Impact...

Josephine Hansom
Josephine Hansom

Managing Director, Insight at YouthSight

Josephine Hansom, Managing Director (Insight), shares her views on how the beauty industry has finally managed to break into the male market.

In an article written for Impact Magazine and subsequently featured on Research-Live.com, Josephine uncovers what masculinity really means to young men today.

Trend data from our State of the Youth Nation tracker showed that 61% of young men try to look their best before leaving the house – which is even more interesting when considering only 56% of young women say the same.

Josephine also describes the sliding scale of masculinity; its desirability as a beauty trait has shifted and now only 2% of 18-24 year old males identifying themselves as completely masculine, compared to 56% of men aged 65 or over.

The boundaries of gender stereotypes no longer apply to a modern world and this has paved the way for a new era in the male grooming market.

What does this mean for your brand? Read the full article to find out more. Or contact a member of our research team if you need help answering individual questions about the youth nation.

Click here to read the article >