SECONDARY RESEARCH.

Can use this to back up why we are doing focus group at KPMG:

http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=125761/display/id=194274#hit1 HAIRSTYLING AIDS DECEMBER 2005
Market Drivers

The 25-34 age group is showing the biggest decline between 2000 and 2009, although the rate of decrease will slow in the second half of the decade. This is an important demographic group for hairstyling aids, consisting of men and women who are working their way up the career ladder, while possibly balancing the demands of a new home and young family. Looking well groomed at work is a priority for these consumers who will want to keep their hair styled neatly and use styling products to do so.

Trends in employment and the need to look good at work

A well-groomed appearance goes without saying for people working in office-based jobs, with the emphasis still very much on smartness. Alberto Culver’s VO5 Texturising Gum hits the mark in its print advertising which features a youthful man with neat cropped grey hair, which typifies the look many men aged 35+ are looking to achieve. There is further potential here to target the working man or woman with products which enable them to get the groomed ‘City’ look that spells confidence and success.


Also just thought these were useful:
Men’s changing attitudes towards grooming

The term ‘metrosexual man’ has been regularly used during the past couple of years to describe a man in touch with his feminine side, who is prepared to use grooming products to look more attractive. Male sporting icons, such as David Beckham, Jonny Wilkinson and Gavin Henson, or pop stars such as Mcfly, have done much to encourage this trend by their style references, making it acceptable for men to use grooming products they might otherwise have considered to be too feminine.

As a result, men are taking a lot more care over their appearance than just ten years ago, using a wider portfolio of toiletries including hairstyling products. According to Mintel’s Men’s Grooming Habits – UK, Special Report, December 2004, most men take a shower, wash their hair and face and clean their teeth daily, with a marked preference for young men under 35 to use the largest number of toiletries in their regime, including hairstyling products. The media have responded with more dedicated men’s grooming and lifestyle features in newspapers, such as The Times’ and The Sunday Times’ Style section, which are helping to fuel men’s interest in grooming as well as educating them in the use of unfamiliar products, such as styling waxes, putties and gums.

http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=480785&anchor=atom#atom0 MENS GROOMING REPORT 2010

Despite growing interest in personal appearance amongst men and a greater acceptability of using products such as skincare, over the last three years the UK’s £484 million men’s grooming market has grown only marginally, by just 3%.
Men are reluctant to experiment with their appearance. Just one in ten often update their look. They don’t like to spend too long on their appearance either with three out of ten men spending “hardly any time” on their appearance.


http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=480785/display/id=539201?select_section=480785 MENS GROOMING AND PERSONAL CARE 2010

Men are relatively unengaged with their appearance and this results in a lack of engagement with the men’s products that offer a solution to appearance concerns. Men are considerably more likely than women to describe their hair and skin as ‘normal’ and pay little attention to the finer nuances of their hair and skincare needs. Even amongst men who acknowledge skincare concerns such as spots, pimples or dry skin, they are still unlikely to see grooming products as a viable solution that will improve their skin or hair condition. As a result, there are more men with skincare concerns than there are skincare product users.


I've got lots more if either of you wanting but i'm guessing you've got some aswell. Peace out blad.