Now in their eleventh year, these Awards are unique and prestigious because they are voted for entirely by FHM readers, says Bauer. With 54,000 votes cast, they are also a real reflection of how important grooming is to FHM’s 1.2 million readers, 1.3 million unique users and 100,000 Facebook friends.
FHM readers are, according to the publishers, confident and discerning young men, representative of the emerging consumer trend of the Single Male Shopper - they are more than twice as likely as the average British male to keep up with the latest fashion and grooming trends, and 40% more likely to think it’s important to keep looking young. The majority are heavy users of hair styling products and fragrances. They are also upmarket and aspirational – 749,000 FHM readers are ABC1s.
Geoff Campbell, MD of Bauer Media's Men's Lifestyle brand commented: "2010 marks the culmination of a decade of strong growth in the ‘main-streaming’ of grooming as an important part of the everyday routine for men. As a result, Style and Grooming has become an increasingly significant part of the FHM offering with a dedicated section 'Upgrade' introduced alongside 'Access' and 'Filter' as part of Editor Colin Kennedy's redevelopment of the FHM brand. We have also successfully re-introduced FHM Collections, FHM’s style bible as a bi-annual supplement, and launched FHM’s style channel, the fastest growing section of FHM.com, and FHM’s online home to fashion and grooming.”
Jessica Punter, FHM's Style Director added: “Gone are the days when a quick rub of soap and a dab of Hai Karate was all that constituted 'male grooming'. The choice of grooming products in 2010 is staggering as was the response to our Awards from readers.”
The winners are:
• Best Classic Fragrance: Jean Paul Gaultier Le Male
• Best New Fragrance: Diesel Only the Brave.
• Best Hair Care Range: Head & Shoulders
• Best Professional Hair Care Range: American Crew
• Best Styling Range: VO5 Extreme Style
• Best Post Shave Product: Nivea For Men
• Best Electric Shaver: Braun
• Best Wet Shave Product: Gillette Series
• Best Razor: Gillette Fusion Phenomenon.
• Best Grooming Tool: Philips BodyGroom
• Best Designer Skincare: Clinique Skin Supplies For Men
• Best Skincare Range: Nivea For Men
• Best Deodorant: Right Guard.
