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