The Traditional Gentleman is Alive and Well in the UK

LONDON, December 6, 2013 /PRNewswire/ --

Old Spice Research reveals what it means to be a real man: British men insist on paying on a first date, shun fad fashion trends and are expected to know how to change a tyre

For the launch of its Gentleman Hunt campaign, the renowned manly deodorant, antiperspirant and fragrance brand Old Spice has enlisted the help of Isaiah Mustafa, the brand ambassador, in a bid to uncover what makes a modern British gentleman. The research (garnered from over 2,000 UK adults) provides interesting insights into the modern British man and proves that men are still proud to embody traditionally held views of masculinity. A real man pays the bill on a first date (52%), and despite fashion and celebrity trends, less than two out of 10 men thought a modern man should wear speedos or a sarong (18% and 15% respectively). It's an opinion supported by women, who would rather their partner knows how to change a tyre than knowing the season's key fashion trends (44% versus a measly 5%).

When it comes to relationships, it seems that men rated being great in bed (41%) as the most appealing characteristic for an ideal partner, as compared to being a good housewife. In fact, being good in the bedroom was considered significantly more important than homely qualities such as being a fantastic cook (21%) or a DIY whizz around the house (4%). Whilst 41% of British men consider their partner's bedroom performance to be paramount, 40% of women rated a man's skills at manual activities (cooking or DIY) as more important than their in-bed prowess (19%).

The Old Spice research also revealed other interesting insights, some of which should make men sit up and pay attention. 24% of women still expect men to make the first move, even though 72% of men don't think it matters either way. So, ladies don't be afraid to initiate contact. And Welsh women: don't forget your wallet - less than a third believed that the man should pay on a first date, while the Scots had the most traditional view of a first date with six out of 10 respondents saying the man should cover the cost.

To mark the launch of the Gentleman Hunt, Isaiah Mustafa, the smooth legend who features in the Old Spice TV adverts, will be taking the traditional gentleman's preferred mode of transport: the white horse, which will be followed by a manly carriage. Isaiah will travel through the City of London for the Old Spice Gentleman City Tour, where he will be inviting journalists, bloggers and fans onto his carriage for photos of man-iconic landmarks, including St. Paul's Cathedral.

Other activities for the Gentleman Hunt will include a series of short, witty videos where Isaiah will share his views on the quirky regional differences in gentlemanly behavior across Britain's biggest regions and cities. All insights and videos will be posted on the Old Spice UK Facebook page and on Instagram during December.

As Old Spice Ambassador, Isaiah Mustafa comments: "In the spirit of Old Spice I have a MAN-announcement to make. The people of the UK, the home of the quintessential Gentleman, have spoken: the traditional concepts of manliness continue to reign strong. Our lady folk want men that look and smell like a real MAN. This pleases me greatly. Gentlemen of the UK, I salute you."

Notes to editors:

Total sample size was 2,055 adults. Fieldwork was undertaken between18^th-20^th November 2013. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).

For media enquires and for more information on the OldSpiceGentleManCity Tour
Agnish Ray or Claire Buffoni at MSL London: +44(020)3219-8756 or +44(020)3219-8776
Agnish.ray@mslgroup.com / Claire.buffoni@mslgroup.com