Are your men dentally fit?

British cultural perceptions of masculinity are slowly edging away from the idealised archetypes, with their archaic associations with power and strength, and heading for more enlightened paths.

Notwithstanding the results of a 2018 YouGov poll – which revealed that damaging male stereotypes persisted to impact on our general perception of gender – boundaries, in the context of marketing at least, are broadening.

Social media has a huge influence in shaping 21st-century culture. Heavily focused on aesthetics and the concept that we should all aim to ‘become the best version of ourselves’, the digital sharing of many different masculine ideals fuels the general desire to seek ways to enhance appearances.