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It’s not just young men powering the industry, but old men who want to look like young men — or at least have the money to try. “Men who can afford to look good can be seen flocking to premium men’s grooming products in order to maintain an aura of youth and energy,” Euromonitor analysts wrote. “As baby boomers grow older but still compete with men of all ages for jobs and romantic partners, they will continue to spend what they can to look as good as they can and advertise their worth.”