London - It’s news that may come as an unwelcome surprise to Shane Warne, but sales of male grooming products are on the slide.
The former Australian cricketer, 41, has raised eyebrows with his new pampered and preened metrosexual look since he started dating Elizabeth Hurley.
He even admitted using Estee Lauder moisturising cream to smooth his skin.
But chaps, it seems, are now keener to follow the example set by Hugh Laurie and switch to the bearded and rugged look of his character in the hit television drama House.
Coupled with the economic downturn, the move has taken its toll on the grooming industry, according to the latest research.
In the past year, sales of hair styling products have dropped by almost 15 percent, everyday fragrances are down 10 percent and facial skincare by 1.8 percent.
In a report headlined The Rise Of The Retrosexual, trade magazine The Grocer also showed that volume sales of razors and blades had been trimmed by 7 percent, despite a modest 0.9 percent growth in value.
Market analysts Kantar World-panel said that value growth in the £862 million male grooming market has slowed from 2.2 percent last year to 1.9 percent this year and overall sales have actually fallen 1.4 percent, having last year grown 5.5 percent.
Last month Laurie, 52, became the new face of L’Oreal skincare for men, for which the former Blackadder star has had to adopt a cleaner-cut look.
But it is noteworthy that L’Oreal chose a man who most recently has been best known for his unkempt, stubbled TV persona Dr Gregory House, the irascible lead figure in the long-running American drama series.
The actor has himself admitted that promoting the idea of beauty was something of a departure for him.
The Grocer said: “The slick, urban guy who took care of his appearance, used product on his hair and face and was unembarrassed about being scented and moisturised has made way for the more natural, rugged and beard-loving Retrosexual as epitomised by Hugh Laurie.” - Daily Mail