The great unwashed: Sales of dry shampoo soar as MEN catch on to spray-and-go beauty secret
10:38 GMT, 10 August 2012
Dry shampoo has been flying off the shelves and it's not just women who are snapping up the time-saving hair product.
Perhaps inspired by the tousled locks of stars like boyband One Direction (or as an excuse to skip a wash), men have also been stocking up on the cans which gives the appearance of clean and styled hair without using water.
Supermarket chain Asda have reported that sales of dry shampoo have increased by 37 per cent since this time last year, with one in five of the products purchased by men.
Inspiration Perhaps the men buying dry shampoo are trying to copy One Direction's tousled locks
Laura Northend, health and beauty
marketing manager at Asda, said of the sales increase: 'The real surprise here is how many men are
reaching for the can.
'They've finally uncovered women’s best-kept
beauty secret; spray and go!'
Time-saving: Dry shampoo sales have soared
Dry shampoo has been around since the Seventies and was used to help create the big hair looks favoured then and in the Eighties.
The product made a come-back when festival-goers started using it to freshen up when washing facilities were limited while camping.
But now thousands are using it for any occasion – whether it's to buy them some extra time in bed in the mornings or glam up their look if they go straight out after work.
Celebrity hairdresser Andrew Barton said the increase in demand for dry shampoo is also part of the boom in male grooming.
As well as dry shampoo, men are also using hair straightening irons and conditioning masks more often to enhance their look.
Barton added that both men and women can use dry shampoo to give their hair more texture and volume, as well as to prevent it looking greasy.
He said: 'Dry shampoo can not only be used at the roots of the hair to absorb oil but also sprayed into the hands and tousled into hair to add a matt texture.'