The number of style-conscious dapper gents is growing, with an increasing number of men for whom a splash of Joop and a slap of Nivea for Men is no longer enough.
So what's next? We spoke to Olivier Bonnefoy, founder of Mayfair grooming establishment Gentleman's Tonic to find out.
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1. Make your hair go undercover
Camouflage is the new black when it comes to covering up those grey hairs, says Oliver. Subtle hair tinting which gives a more natural, blended look is in demand.
"For the majority of our clients it's about delaying the signs of ageing rather than eradicating them. What's important is that the colouring enhances the overall appearance in the most subtle way without attracting any comment."
2. Wide eyed
Women have long known the power of eye contact as a valuable communication skill and it seems that gents are now waking up to the benefits.
According to Oliver, demand for eye opening treatments including semi-permanent eyebrow threading, tints and waxing has increased substantially. Natural but tamed is the request when it comes to brows.
3. Performance grooming
"We are witnessing an increased demand for grooming services which enhance certain sports and leisure pursuits," explains Oliver.
"This includes leg waxing for keen cyclists and all over body hair removal for swimmers."
In addition, hair styling is lending itself to a very neat stylised fashion but which incorporates the practical issue of manageability.
4. Beyond Movember
Where once the end of Movember meant the removal of the moustache, Oliver says that the Gentleman's Tonic team is finding that their clients, particularly the younger males, are getting attached to their facial hair and instead requesting a neater, more classic look.
"As a result of the moustache taking on a year round role, we expect Movember moustaches to be wilder, making an even bigger statement," he says.
5. The rise of the action man
Strong masculine movies have always had an influence on men's styling and Oliver expects 2014 to be a blockbuster year when it comes to the superhero look.
"With X Men, Spider Man, Captain America and Transformers 4 all showcasing in 2014, we're expecting the classic neat hair and barber style to take on a tougher look," he says. "Clipped sides, hint of a moustache and beard, healthy glow to skin – ready for life's adventures."
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