Okay, so current marketing thinking on men’s grooming has you down as one of two things: either “basic” man, who, according to a recent poll, scrapes by on minimal grooming, doing just enough to avoid looking like a tr or metrosexual man, who knows more about antioxidants than is healthy even for a beauty editor. I think it is more incremental than this simplistic dichotomy. Yes, at one end you have “Lynx man”. Lynx is the McDonald ’s of male grooming: it smells cheap and looks cheap. It also introduces more chemicals than you’d like into your life. At the other end is overevolved man, who has taken grooming too far. Step forward Frank Lampard, with his gleaming, waxed body, and bands such as McFly and the former Busted, who clearly overindulge in hair products. Somewhere in the middle is my favourite, the man who discreetly carries a large amount of knowledge of perfume, skincare and haircare, but does not flaunt it. Many men I know have the “trainspotting” gene. If they can direct their love for collating obscure facts towards perfume notes, what makes Serge Lutens and Frédéric Malle geniuses, and what glycolic acid does, they will reap dividends. My advice is: bear this knowledge lightly, use it judiciously and avoid Lynx at all costs.