Men hailing from Seattle are most likely to dedicate time and money to their appearance, according to new research from a leading money saving brand in the U.S.; revealing them to be more ‘beauty conscious’ than any other men in the States, including those from Los Angeles and New York City.

The study was conducted by www.vouchercloud.com as part of research into the spending habits of men, particularly looking at spend related to male beauty and grooming products. 4,563 men aged 18 and over from across the U.S. took part.

Those taking part were initially asked to state their nearest city or the city in which they lived. Each respondent was then required to estimate how much, per month, they usually spent on male grooming products; for example, facial care products, moisturisers, fragrance and hair products.

The results were then broken down to reveal an ‘average spend’ according to home city, revealing the cities home to the most beauty conscious men in the US, according to the highest average beauty spend per month:

1)      Seattle- $44.50 (average beauty/ grooming spend per month)

2)      Los Angeles- $42.21

3)      New York City- $41.50

4)      Newark- $39.66

5)      Miami- $39.26

6)      Reno- $38.52

7)      Chicago- $38.11

8)      Las Vegas- $36.20

9)      San Diego- $35.87

10)   Boston- $35.80

Men taking part were also asked to list the beauty or male grooming products that they were most likely to buy in an average month, which revealed the following top 10 most popular beauty-related products as bought by men in the US:

1)      Facial moisturiser- 46%

2)      Hair wax- 39%

3)      Hair gel- 38%

4)      Anti-wrinkle cream- 24%

5)      Hair removal cream- 22%

6)      Fake tan- 20%

7)      Concealer- 17%

8)      Toner/ cleanser- 16%

9)      Bronzer- 13%

10)   Beard/ facial hair oil- 11%

Matthew Wood of vouchercloud.com commented on the results:

“It seems that men are getting much more confident in their purchasing of male beauty and grooming products- and why not?! It’s great to see men dedicating an element of their pay packet to buying things to make themselves feel good about their appearance, particularly those in Seattle. It seems that the larger cities in the States are home to those who spend the most on their appearance each month, with moisturisers and even fake tan creeping into the most popular items bought. Whether or not they tell their friends exactly what they purchase is an entirely different matter though!”