Debenhams Reveals That Men Spend More Time Getting Ready Than Women

By Debenhams, PRNE
Sunday, December 19, 2010

LONDON, December 20, 2010 - 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.

Debenhams' survey revealed that shaving, showering, moisturising 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

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

"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."

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

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."

About Debenhams:

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, where shoppers can find out all about
the latest products to reach Debenhams's via Debenhams TV.

Notes to Editors:

* 1,000 people surveyed online in late November 2010 as part of
Debenhams' ongoing customer research.

    PR Contact:
    Ruth Attridge
    PR Manager - Menswear, Beauty, International & Retail Services
    33 Wigmore Street
    W1U 1QX

PR Contact: Ruth Attridge, PR Manager - Menswear, Beauty, International & Retail Services, Debenhams, 33 Wigmore Street, London, W1U 1QX, +44(0)207-529-0172

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