Male groom­ing

Cos­met­ics com­pa­nies are com­ing up with more skin­care lines for men.

The Star Malaysia - Star2 - - WOMAN -

JA­PANESE cos­met­ics com­pa­nies are rolling out new lines of skin­care prod­ucts aimed at men, af­ter wives and girl­friends got tired of shar­ing their mois­turis­ers, ton­ers and lo­tions.

Per­sonal care com­pa­nies have un­til re­cent years fo­cused their male groom­ing prod­ucts on the hair­care sec­tor – Ja­panese men pay just as much at­ten­tion to their hair as women do – with styling prod­ucts pop­u­lar among younger gen­er­a­tions and lines de­signed to stem hair loss and grey­ing the key seg­ment among older men.

But the de­mand for skin­care prod­ucts is a far more re­cent trend and in the first six months of 2010, to­tal sales in terms of value were up 119.96% on the pre­vi­ous year, ac­cord­ing to the Econ­omy, Trade and In­dus­try Min­istry.

And with that sec­tor worth a healthy ¥9.8bil (RM374.5mil), cos­met­ics firms here are look­ing to ex­pand their prod­uct ranges.

Last month, a ven­ture be­tween Ger­many’s Nivea brand and Ja­panese cos­met­ics gi­ant Kao Co in­tro­duced new skin­care prod­ucts for men, in­clud­ing an ex­tra mois­turiser balm de­signed to re­duce dry and rough skin, and a mois­tur­is­ing shav­ing foam.

“Men’s skin is likely to be dam­aged due to abra­sion from shav­ing, lead­ing to re­duced mois­ture con­tent and higher se­bum se­cre­tion,” Nivea-Kao Co Ltd said in a state­ment.

“This skin prob­lem is dif­fer­ent from prob­lems ex­pe­ri­enced by women. Nivea for Men prod­ucts have been specif­i­cally ap­plied to these skin prob­lems, help­ing men cul­ti­vate more so­phis­ti­cated face care habits be­yond sim­ply us­ing af­ter­shave.”

In a study, 60% of Ja­panese men who don’t use skin­care prod­ucts say they are un­happy with the con­di­tion of their skin, list­ing dry skin as the top con­cern.

Un­sur­pris­ingly, Ja­panese men have turned to their part­ners for ad­vice on the best way to pro­tect their faces.

The ma­jor­ity are aged be­tween 20 and 40 and, be­cause they have not pre­vi­ously paid much at­ten­tion to their skin, gen­er­ally have more dam­age to re­pair.

Ton­ers and lo­tions are the most pop­u­lar prod­ucts among male cus­tomers, al­though they are also buy­ing skin-whiten­ing lo­tions.

“Men feel com­fort­able about them­selves when their skin con­di­tion is good,” said Megumi Kinukawa, a spokes­woman for Shi­seido Co.

Shi­seido Men was first launched in Ja­pan in 2004 – one year af­ter the lines were re­leased in Ger­many and Italy to meet de­mand caused by the “met­ro­sex­ual boom,” ac­cord­ing to Kinukawa.

“Sales of Shi­seido Men in Ja­pan recorded dou­ble-digit growth ev­ery year un­til 2009,” she said. “Nowa­days, Ja­panese men have no hes­i­ta­tion to go­ing to the cos­met­ics counter at a depart­ment store.” – AFP Re­laxnews 2010

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