The bird with the bright colored feathers is usually the male while his female counterpart is the avian Plain Jane. But in our human species, the female is the one who uses cosmetics to look more attractive: foundation, blush, lipstick, shadow and mascara. Now men, bless their egos, have moved into the turf once exclusively female, discovering that they too can have their own version of products that will enhance their look and disguise aging. Yes, male Baby Boomers are getting up there in birthdays too.
Male Skin Characteristics
On the positive side, “Men’s skin is on average 20% to 30% thicker than women’s skin,” according to a dermatologic surgeon quoted on WebMD. More collagen and tighter fatty tissue also help slow the appearance of wrinkles, as do the hair glands that make men’s facial skin oilier than women’s. On the negative side, that oiliness can clog pores and result in blackheads, acne or that undesirable “shiny face.”
Male Market Growth
Of course, calling male cosmetic products “man makeup” would cross the line so they have to exist under the umbrella of skincare. A TIME magazine article (Vol. 176, No. 17, 2010) states that the market for men’s skincare products has risen to $217 million. Moisturizing products that take away that shine, called “mattifying moisturizers,” are up 56% over the last two years according to a market research firm named Mintel International, cited on the Jakarta Globe Web site.
Sample Products and Prices
Responding with sensitivity to men’s shopping habits, brand marketers are putting skincare for him into mass market stores so male shoppers can self-serve and make the purchase quickly. Or find products online.
Sephora sells a Jack Black Intense Therapy Lip Balm for $7 and a LAB Series for Men Daily Moisture Defense Lotion priced at $37.50. Another brand, 4V00, describes their line as “quality skin care and cosmetic enhancement, specifically formulated for a man.”
One product group offered uses a multi-peptide formula that they advertise will reduce wrinkles for smoother, suppler skin. The Rejuvenating Eye Gel costs $69.
Menaji is another brand created for males, specifically “Skincare for the Confident Man.” Their Camo (concealer, ladies) in light, medium and bronze, dermatologist approved, comes in a tube, Chap Stick style, and sells for $20.
The Hugo Boss line from Procter & Gamble includes Boss Skin Care Healthy Look Face Lotion that contains a touch of bronzer and goes for around $47. L’Oreal Paris has a product called Men’s Expert Hydra-Energetic Ice Cold Eye Roller and it will cost you a little under $10 to diminish under-eye dark circles.
The list goes on and on for products that claim to solve all the specific problems of men’s skin, from anti-aging to acne. So gentlemen, you will definitely have to prepare for more counter space in the bathroom.