This is an exploratory cross cultural study about Italian and Danish men’s consumption and perception of grooming products. It is an interpretivist research that uses the qualitative interviewing technique to generate the data. Single in-depth interviews were conducted on five Italian and six Danish men. The study explores the concepts of culture, masculinity, perceptions of the self and body and image, and how these are reflected in the consumption patterns and perceptions of the interviewees. The study suggests that the concept of masculinity and different cultural and social factors affect men’s consumption. It proposes that these concepts are abstract and complex. Background issues which are dealt with in order to understand the general topic at hand are the concepts of masculinity in crisis, classifications of different types of men e.g. the metrosexual and the übersexual, and grooming and gender among other issues covered. The results point at complexities in the consumption behaviour and patterns between the two sample groups as a possible consequence of the divergence of global media culture and networks interacting with local cultures. Both similarities and differences were found between the groups. The results reveal that similar patterns in the consumption and perception of grooming products were found in the way the men construct their body and self image. The men raised common issues concerning which types of social groups and types of men they associate themselves with. Similar patterns were also found in the motivation for using grooming products regarding ageing, health, hygiene, attraction, and for keeping a good image in public. The men also had similar concerns for when grooming products cross boundaries into feminine territory. Differences in patterns were revealed in the perception of masculinity and the defensive attitude towards the products during the interviews, the Italian group being less threatened. The Danish group was also found to reject the metrosexual type of man more than the Italians. The Italian group held more knowledge of different grooming rituals as many of their male friends and family practice these. The Danish group perceived masculinity with more physical attributes as opposed to the Italian group. The Danish group was found to relate to the consumption of perfumes by the status they signal, while the Italian group was more concerned with their scents. It was concluded from a marketing perspective that it is necessary to reassess and update researches, as from a social constructivist point of view, the dynamics of culture in general and in a global world change constantly. Social influences and other cultural factors affect men’s consumption and perception over time. There are both patterns of similarities and differences that were found in this research which should stimulate the thinking of further marketing research and studies. Universal elements that may contribute to effective marketing campaign on a cross cultural level were especially found in the power of women’s influence, and the übersexual type of man which presents a type of man many men can relate to, according to literature and the present study.