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It’s Macho to Moisturize
Men’s products go mainstream
In case you haven’t heard, those gels, creams and lotions that make your skin look brighter and your wrinkles look lighter aren’t just for ladies anymore. Scan the store aisles today and you’ll notice facial moisturizers, scrubs, bronzers, eye revitalizers and even concealers for the male set. Men have come to realize they, too, can increase their sex appeal with a few simple steps – and have demanded products to call their own.
The trend was likely buoyed when cosmetic companies noticed men were sneaking their sweeties’ stuff. In 2002, a Neutrogena survey found that 41% of men ages 18-34 borrowed skin care products from their girlfriends. In response, companies began creating “for men” lines of the same types of products women have been using for years. It worked. Men spent $4.8 million in 2006 on grooming products, a 42% increase from 2001, according to Euromonitor, a London marketing and research firm.
Local makeup artist Heidi Denha of Royal Oak’s 6 Salon has noticed the trend. She’s expanded her cosmetics line, Heidi D Cosmetics, to include men’s products such as all-natural bronzers, facial moisturizers, aftershave products and toners.
“I think a lot of women are pushing their men to come in,” says Denha, adding that men often come into the salon for eyebrow shaping and waxing.
The cover-up cover-up
However, because your average Joe may not feel comfortable buying products traditionally geared to women, companies say they have to be sensitive when it comes to sales.
Tres Wilson, executive director of Clinique Global Treatment Marketing, which introduced the Skin Supplies for Men line in 1976, says Clinique’s cosmetics counters provide a special spot that allows men to make their purchases discreetly.
Lee Gilbert, founder of Montreal-based KENMEN Cosmetics, a niche brand formulated for professionals, says she avoids department stores and pharmacy sales altogether, opting to sell products online or in high-end spas.
Many companies label their products prominently as “for men” and brand them with “macho” celebrities, such as New York Yankee Derek Jeter, who has his own skin care line, Driven, for Avon.
Here to stay?
Gilbert says the growth in men’s cosmetics and skin care products is part of a larger, culture-wide emphasis on guys’ personal appearance. “There’s a whole movement of well-being right now. The skincare and body care aspect is just the next step,” she says.
According to Gilbert, men are starting to see the advantages of being groomed, whether in closing a business deal or in attracting women. “Men are very conscious of their appearance,” she says. “Our customers range from age 16 to over 65 – it’s a huge, broad market.”
Clinique was ahead of the game when it created its men’s line more than 30 years ago, but Wilson says he sees more growth in male grooming products.
“We have noticed continued growth, especially with the onset of the metrosexual trend,” says Wilson. “We anticipate that this trend will continue.”
How to Put Your Best Face Forward
As a consultant for L’Oréal Paris and star of Bravo’s Queer Eye for the Straight Guy, Kyan Douglas is a pro at helping men look their best. Here are his simple tips for getting started:
Proper cleansing is critical. Pollution, oil and bacteria build on your face all day. When cleansing, use gentle, circular movements and allow 30 seconds to break down oils and debris. Your skin is not the hood of your car, don’t scrub too hard.
Exfoliate regularly. Do so two to three times per week before shaving to keep pores clear and skin smooth.
Don’t just buy any moisturizer. Make sure you buy the right one for your age and skin type. Men in their teens and early 20s need shine and oil control, those in their late 20s and 30s need one to pep up tired, stressed-out skin, while the 40-plus set needs anti-aging, wrinkle-fighting formulas. Apply in the morning and night, massaging outward in circular motions.
Clear, healthy skin doesn’t just happen. Get into a daily routine by cleansing, moisturizing and protecting skin with sunscreen to minimize blemishes, oiliness, tired-looking skin and wrinkles.
All sunscreen is not created equal. Use a broad spectrum UVA and UVB sunblock, regardless of the time of year or how long you’ll be outdoors. Application is key – apply to dry skin 30 minutes before sun exposure and use at least a teaspoon’s worth on your face and 1 ounce on your body.
For more tips, visit www.lorealparisusa.com
Skincare Products 101
For many men, terms such as “exfoliant” and “moisturizer” might as well be a foreign language. Here’s a primer on all those terms women have been throwing around for years.
Cleanser. Removes excess oil and dirt from the skin. Can be used in the morning and at night.
Scrub. Also known as exfoliants, scrubs remove dead skin cells and impurities. Because they are harsher than cleansers, they should be used only two to three times per week.
Moisturizer. Makes skin smooth and relieves dryness. Many also contain sunscreen. Used daily after cleansing the skin, both in the morning and at night.
Eye cream. Placed under the eyes in the morning and at night, these creams can reduce dark circles, lines and puffiness.
Concealer. A skin-colored corrector in a lipstick-like tube. Used to cover skin flaws or dark circles under the eyes. Needs to be blended after application.
Bronzer. A colored lotion designed to give the skin a suntanned appearance. Some moisturizers also contain gradual tanners that color skin slightly with every use.