male groomingopinion

WHERE THEBOYS AREWendy Lewis looks at the latest male grooming and anti-ageing trendsinfluencing male consumersMen are now seeking skin care, hair care anda wide variety of cosmetic procedures, driven notonly by the women in their lives but by competitionin the workplace and their own goals for self-improvement.

Younger men, Gen X and Millennials, are drivingthis trend as the quintessential online and mobileshoppers. In the survey, ‘How America Shops: Men& Shopping 2013’, a nationwide look at 740 maleand 780 female shoppers aged 18+ by WSL StrategicRetail, 63% of men said they actively look for salesin-store and 53% regularly use coupons. The reportalso identified Millennial men as the most tech-savvyshoppers, with 67% using their mobile phones toshop, versus 52% of Gen Xers and 29% of Boomers.

Over nine in ten US men over 18 use some sortof grooming product, including facial and body skincare, shaving products, hair care and fragrance,according to NPD. However, only one quarter of USmen use facial skin care products, lip and eyeproducts and anti-ageing treatments. Thirty sevenpercent of men using facial skin care are using facialcleansers, lotions and moisturisers, but there isresistance to invest in more complex or targetedproducts unless they have a specific skin problem.

Top brands found on the shelves today includeClarins Men, Clinique Skin Supplies For Men, DoveMen+Care, Nivea Men, Jack Black, The Art ofShaving and Lab Series. However, niche brands likeRecipe For Men, Billy Jealousy, Fit Skincare, Zirhand Nickel and unisex brands such as Molton Brownand Clarisonic are also catering to male tastes. Oneof the best selling skus in every range aimed at malesare solutions for dark circles and puffy eye bags.Anti-puffiness gels and fine line erasing serumsabound, second only to shaving creams and postshaving balms.

Oliver Stokes, Principal of Design and Innovationat PDD, says: “In looking at the demographic of menaged 18-40, we’ve seen a large shift in men choosingtheir own products over the last few years; definingtheir regimes and investing both time and moneyinto personal care products.” Men have differentgrooming needs to women and need to be treatedaccordingly. Longer retail opening hours, speed,convenience, more male staff and a more invitingatmosphere can help to break down the barrierskeeping male clientele away.

One visionary company is hoping to capitalise onthe vanity of today’s man by launching The NailShop for Guys, billed as the first male nail shop inthe heart of Los Angeles. Hammer & Nails offerscustom designed hand and foot treatments, withpersonal flat-screen TVs and headphones, premiumsports channels, and complimentary beers and scotchto create the ultimate experience for macho men.The décor includes oversized leather chairs and thefront end of a classic Chevy pickup truck, and thecompany plans to expand this concept across the USin the near future.

Male rejuvenation and aesthetic goals are alsodifferent from women’s. They tend to avoid dramatic

changes, leaning towards more subtle, natural lookingresults, and therefore they are opting for non-invasiveoptions such as Botox injections, dermal fillers,chemical peels and lasers. Men are attracted to non-invasive options because they are fast, require littlepreparation and allow them to return to work almostimmediately.

Plastic surgeon Sam Rizk, whose patient base is25% male, says: “Unlike women, who focus oneliminating wrinkles and lines, men value a strongjawline and don’t want to look tired. Neck lifts, chincontouring, nose surgery and removal of lower eyelidbags are the most popular surgical procedures menask for.”

Men’s skin is also 20% thicker than women’s, sothey have less subcutaneous fat. Dermal fillers arebecoming popular because volume loss is one of themost important factors in the ageing process in men.Allergan’s Juvéderm VOLUMA has just received FDAclearance, and its thicker form of hyaluronic acid gelis ideal for shaping cheeks and chins. It is predicted tobe a big winner among men. CoolSculpting, an in-office non-surgical treatment that freezes fat on theabdomen, chest wall and flanks, has also appealed tomany men who are keen to whittle their torso downwithout scars. The newly launched VelaShape III,which uses radiofrequency energy to reduce fatdeposits in a single treatment session, is another bodyshaping technology that is effective for men.

Hair restoration is also an important area of selfimprovement for men; an estimated 35 million menin the US alone are candidates, but concerns over therisks, recovery and discomfort deter many men fromdoing something about a receding hairline. Roboticsare the newest innovation in this area: the minimallyinvasive ARTAS Robotic System offers a roboticassisted approach to precisely harvesting follicularunits, a quantum leap over previous methods.

The spa industry is also paying attention to malegrooming by offering more male-oriented treatmentsand amenities to make them feel more comfortable.Destination spas and resorts increasingly feature spapackages of massages, facial and body treatments formen. Anushka, co-founder of Anushka Spa, Salon andCosmedical Centre in West Palm Beach, FL, says:“Luring men in for any aesthetic service requires adifferent approach. Men appreciate comfort andprivacy, and they want to be taken in as soon as theyarrive. They come in for deep cleansing facials,massages, exfoliating body scrubs, manicures and laserhair removal. Once men get to know and trust us,they become comfortable andare very loyal clients.”

Men are some of theeasiest customers to upgrade,especially when they aresatisfied with the results froma product or service. Unlikewomen, most of them do notfocus as much on pricepoint, and they are less fickleabout brand selection.

Wendy LewisWendy Lewis & Co LtdWendy Lewis is Presidentof Wendy Lewis & Co Ltd,Global AestheticsConsultancy, andFounder/Editor in Chief ofbeautyinthebag.come-mail wl@wlbeauty.com

December 2013 SPC 17

Treatments that help shapethe chin and cheek areasuch as Allergan’sJuvéderm VOLUMA areproving popular with maleconsumers

Men tend to avoiddramatic changes,leaning towardsmore subtle,natural lookingresults, and aretherefore opting for non-invasiveoptions

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