20% of Men Never Shampoo, Use Deodorant But younger generation likes oils and creams By Neal Colgrass, Newser Staff Posted Sep 16, 2011 5:30 PM CDT 25 comments Comments More men are using sprays, oils, and lotions, a new study says. (Shutterstock) (Newser) – Woe to the gals who shack up with these guys. One in five men don't use deodorant or body spray of any kind, and the same number never use shampoo, a new study says. Conducted by a European market research company, the study of 1,000 men also shows a generational divide: While 55-and-ups spend little on grooming, 18-to-34-year-olds aren't afraid to spend on oils and creams, the Daily Mail reports. More than 40% of men say they use hand cream, moisturizer, and body lotion, for example. "Our research shows the metrosexual has grown up, which is reflected in the way brands such as L'Oréal have moved from using classic Hollywood movie stars in their advertising to using people like Hugh Laurie as brand ambassadors," says the firm's research director. But men don't apply lotions to be attractive, the study says—only to feel confident in themselves.