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The ‘hairy hipster’ has replaced the metrosexual according to leading consumer insight provider, Kantar Worldpanel.

This revelation captured the attention of John Humphrys on Radio 4’s Today programme, as well as The Daily Telegraph and City A.M who all bemoaned the fall of the metrosexual in favour of the ‘hairy hipster’.

It was the result of our work with the Health and Beauty division at Kantar Worldpanel to raise awareness of its expertise in this sector and capture the attention of male skincare companies which are so focused on trends in personal care and grooming. With some creativity combined with bespoke research for The Times the news generated quite the stir among retailers and manufacturers.