Philips research shows that men in the region are their own style icons

The results reflect the increasing importance men attribute to male grooming and style. Men, especially in the region, have confidence in their own style and individuality rather than following the norm. Men now spend more time styling themselves, most of which is spent trying to achieve a perfectly styled beard.

Over 75% of the men surveyed buy their own grooming products laying bare the myth that women shop for them.

Ozlem Fidanci, Vice President and General Manager, Philips Consumer Lifestyle, Middle East, Turkey and Africa, comments: "Our survey results demonstrate how men in the region are extremely confident about themselves and their sense of personal style. They take their look and their image very seriously, so much so that they trust their instincts when it comes to trends and what's stylish.

"We created the innovative new Styleshaver to meet this need: as a 3-in-1 facial hair styler it features a double-head that allows men to style with one end of the product and shave using the other end. We know that men are prepared to spend some considerable time in making sure their beard is 'just right', and the Style shaver helps them to do that quickly and effectively. Now you can use just one tool to do the job."