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The Makeover of the Modern Man

EVERY MAJOR COSMETICS BRAND IS TARGETING MEN LIKE NEVER BEFORE

Digital Journal — Next time you walk into a drug store, take a look at how many men are shopping at the cosmetics counter. These average men aren’t necessarily picking up nail polish or mascara for their wives or girlfriends, though. They are just a few of the thousands who’ve embraced a growing social trend: taking care of the way you look.

And today, companies are scrambling to serve this new style-conscious guy. Vichy, Hugo Boss, Clarins, Jean-Paul Gaultier and L’Oréal — you name it, almost every major cosmetics or beauty line has created a men’s division.

Their products are strikingly similar to those in the female lineup, only you wouldn’t want a man thinking he’s wearing — gasp! — makeup. Instead, savvy marketers have created a clear message: Men’s skin is greasier, thicker and often more sensitive than women’s and urban professionals need products to suit their specific needs.

Cleverly named circle erasers, shine reducers and tinted moisturizers are packaged for the male aesthetic — think blue and silver labels instead of the usual Pepto-Bismol pink. These products target the well-groomed man who wants to combat aging, wrinkles and an unhealthy appearance.

“Men today are changing, and are no longer so bound by their traditional roles,” according to L’Oréal in their recent annual report. “They have gradually adopted more varied lifestyles, and are devoting a greater proportion of their time to their families. Taking care of one’s appearance is no longer a taboo.”

For the first time, L’Oréal published its annual report with a male model on its front cover. It’s a reflection of the times: According to the company, men account for 10 per cent of the total cosmetics market. In 2005, sales of L’Oréal men’s products grew 17.8 per cent, while total group sales grew 6.5 per cent.

L’Oréal estimates more than 80 per cent of men already use skin care products in South Korea and the percentage is growing in other parts of the world. In Europe, close to 20 per cent of men use the products today, compared to about four per cent in 1990.

Along with the rise of male-oriented cosmetics, spas exclusively designed for men are dotting North America. How are they different from women’s spas? Here, men can watch the game on large flat-screen TVs, or play video games while getting their nails done or their feet massaged. Décor-wise, some opt for the sports bar look rather than a pastel-coloured sanctuary.

Can’t picture a dumpy, middle-aged co-worker wrapped in an aloe vera body peel? How about a sweaty deliveryman massaging his skin every evening with moisture gel? It seems the biggest obstacle facing cosmetics companies is convincing men that beauty products are not only women’s necessities any longer. And it’s a hard sell for the manliest man. At least, not until Clint Eastwood starts treating his stubble with soothing skin balm.

Cosmetics for Men:

Sun Control Eye Contour Care SPF 30 by Clarins
Coined as the very first “cosmetic sunglasses,” this highly protective screen will protect men’s and women’s eye contours from the sun and unnecessary aging.
Price: 20 ml: $30 CAN / $25 US

Hugo Boss Skin
Boss Skin is a new line of performance skin care for men. The eight products are even organized in no-BS categories: Clean, Shave, Moisturize and Specialty.
Price: From $20-$48 CAN / $17-$43 US

L’Oréal Men Expert
Diminish the appearance of dark circles around the eyes with L’Oréal Menexpert’s Circle Eraser, which uses a custom technology (Active Defense System) just for those tired fellas.
Price: 15 ml: $15 CAN / $12 US



This article is part of Digital Journal’s national magazine edition. Pick up your copy of Digital Journal in bookstores across Canada and the United States! Or subscribe to Digital Journal now, and receive 8 issues for $29.95 GST ($48.95 USD)!

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