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Men’s Health Grooming Survey 2010

More than 80 per cent of men say they enjoy grooming and looking good

Singapore, 24 September 2010 — In the annual online survey conducted by Men’s Health to find out about the grooming habits and preferences of men, 84 per cent of respondents said they groom because they enjoy the experience. According to the survey, men also groom “to look good for women” and “because it makes them feel more confident”. About 500 people participated in the poll; of which, a majority of those surveyed were in their 20s and 30s, and earned a median monthly income of $3,300.

Based on the survey, men are now taking better care of their appearance and looks, and are willing to invest time and money in grooming. The results that support this observation are:

  • 82 per cent want to be kept updated about grooming tips, tricks and trends.
  • Nearly 50 per cent are willing to pay for quality grooming products that are effective.
  • A majority of grooming product users are in their 20s and 30s, and of that group, 80 per cent are willing to spend at least $100 a month on those products.
  • Across all age groups, 70% use facial products. In addition to cleansers, other products include anti-ageing serum, under-eye cream, moisturiser, and scrub.

This data, together with the full survey results, was announced at the Men’s Health Grooming Awards 2010 last week. The awards, introduced in 2007, help readers pick out the best grooming products for men by acknowledging brands that have been instrumental in influencing men’s grooming trends through continual innovation and delivering products of distinction to consumers. The full survey results can be found in Appendix 1.

This year, Men's Health enlisted 47 people to put 205 grooming products to test. Eventually, 44 products that demonstrated unparalleled superiority were honoured. The list of products that won awards can be found in Appendix 2.

Mr Raymond Goh, SPH Magazines Associate Group Editor, said: “Thank you to our readers for responding to the Men’s Health Grooming Survey 2010. Based on their feedback, it’s clear that more men are paying more attention to grooming. So kudos to the brands that have captured their attention with products that not only offer a promise, but really work.”

Mr Eugene Low, SPH Magazines Deputy Managing Director, said: “We are very pleased to see that over the last three years, more brands are sending in more products for us to test. It shows they believe in the credibility of the Men’s Health Grooming Awards, and see it as an effective platform to reach out to their clients, who are our readers. It’s a win-win-win situation for the brands, our readers and Men’s Health.”

The complete Men’s Health Grooming Awards 2010 results have been published in the October issue of the magazine. It’s also available online at

Co. Regn No.: 196900476M

For more information, please contact:

Adrian Cheong
Corporate Communications
Singapore Press Holdings Ltd
DID: 6319 2261

About SPH Magazines

A leading publisher in Singapore and the region, SPH Magazines Pte Ltd is a wholly-owned subsidiary of media giant Singapore Press Holdings Limited.

With a proven track record for sterling editorial content and award-winning designs, SPH Magazines raises the bar as a dynamic magazine publisher. In its stable are about 100 titles in English and Chinese, covering lifestyle, fashion, beauty, society, bridal, health, men's lifestyle, automobile, parenting, décor, new media and business. All the newsstand publications, including flagship title Her World, and other well-known titles such as Female, The Peak, Home and Décor, Nuyou, Torque, HWM and GameAxis are among the highest-circulating titles and best-read in their respective lifestyle categories.

SPH Magazines' established editorial unit provides excellent custom publishing services to major corporate clients by producing custom lifestyle magazines, newsletters and other collaterals to meet their business needs. In addition, its regional IT portal,®, is consistently the No.1 online portal as attested by the Hitwise awards over the last 2 years. Its subsidiary, clickTRUE Pte Ltd, is a Pay Per Performance online marketing company specialising in Online Media Planning, Search Engine Marketing and Optimisation, Web Analytics Consultancy and Landing Page Optimisation.

With a vision to continue regional growth, SPH Magazines is set to become Asia's publishing powerhouse, with a presence in China, Hong Kong, India, Indonesia, Thailand, Malaysia, The Phillippines and Vietnam. Magazines in its fold have achieved strong market presence in their respective sectors, as well as distinguished track records and solid reputation.

As a Publisher of Choice, SPH Magazines aims to deliver the best to meet the diverse needs and interests of readers and advertisers.

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About Men’s Health Singapore

Licensed from Rodale Inc. in the US, Men’s Health Singapore was launched in 2003. It is the authority on men’s fitness, health, sex and relationships, grooming and style, with 44 editions worldwide. Men’s Health is the "100% Useful” magazine for the sophisticated and active man who is vibrant, financially secured and seeks an editorial product that is presented in an approachable and professional manner. Men’s Health is Singapore’s No. 1 men’s magazine, with a readership of 105,000
(Source: AC Nielsen Media Index 2009).Men’s Health also has editions in Malaysia and Thailand, which are published by SPH Magazines’ associate companies.