Beckham Hair Inspires Men to Wax
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David Beckham Ad Inspires More Men to Wax Hair
An advert featuring David Beckham posing in his underwear has inspired men to pay more attention to personal grooming, a salon owner has claimed.
Male Grooming Advice from Leading Salon
Andy Rouillard, a leading male grooming salon owner and waxing expert, said that more men have been requesting a "back, sack and crack" since the advert emerged.
The male grooming expert said: "It's something that they are having done and they are asking for it.
"Thanks to last year [and] the David Beckham Armani underwear advert, that really did bring the treatment out into the open - a lot more guys are asking for it after that."
The Armani campaign featured the international footballer posing in a tight pair of briefs in a series of black and white photos.
Figures from Packaged Facts showed that the global retail market for men's grooming products will be $61 million during 2009.
The company said the market for male grooming is expanding due to men becoming more adventurous in their choices.
More are now willing to try a variety of creams and lotions for the first time, the firm explained.