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Seven out of ten men admit to secretly stealing their girlfriend's skincare products, according to a new study.
The research by beauty brand Olay found that 78 per cent would never buy their own dedicated skincare regime, happily taking a swipe from their partner's pot instead.
It seems blokes are bothered by complexion bugbears, too. The study showed men rate wrinkles, dryness, sagging skin, thinning grey hair and being overweight as their biggest beauty concerns.
And their reasons for 'borrowing' their other halves' lotions and potions? A third say they simply picked up the wrong jar from the bathroom shelf while a fifth are convinced women's products work more effectively than those aimed at men.
The insight comes as Olay takes a nightly spot in the Love Island ad break with its promos starring a male for the first time in the skin brand's history.
Some beauty brands have come under fire in the past for charging more for female-orientated versions of their products than men's. It's paved the way for a host of gender-neutral ranges that have turned their back on traditional gender-based marketing.
Jecca Black was founded by make-up artist Jessica Blackler after she noticed there was a lack of make-up for people transitioning. Now her range caters to all. "If I was just to focus on the trans community, then I wouldn't really be inclusive of everyone," she says.
British skincare powerhouse Childs Farm has also shunned gender-specific messaging. "I looked at the names of the deodorants I was hoping to buy for my daughter... Tease, Be Sinful, Minx and Play it Sexy.
"I also have a son and was fascinated to see what products were aimed at him - products called Force, Power, Control and Rise.
"This was the marketplace I was coming into when I decided I was going to create a unisex brand for my children," founder Sam Farmer wrote on his blog.
Others following suit include Korean skincare brand Panacea and US-based make-up line Fluide.
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