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<p>Just 15% of men admit that while it is acceptable for women to use skincare products, it is not acceptable for men to use such products, showing something of a sea change in attitudes from a few decades ago when this figure would’ve been much higher.</p> <p>Men simply want to look fresh, awake, well groomed and above all the best they can for the age that they are, with as little effort as possible and now skincare companies have worked out that this is exactly how to target their products to them and milk that lucrative cash cow!</p>

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