Mirror, mirror, on the wall?

Jan 18 2007 Liverpool Daily Post

Metrosexual man came, saw and now, as Michael Bennet finds out, he looks set to conquer the once women-only beauty business

MEN are used to the women in their lives spending hours primping and preening to get themselves ready for a night out.
 
But increasingly women are being forced to move over and make room at the mirror for their counterparts.
 
A recent Boots survey found men under the age of 40 spend around £111 a year on pampering products - that is just £27 less than women.
 
No wonder cosmetics companies are hoping to get their claws on some of this cash. Already some have launched make-up especially for males, such as Superdrug's Guyliner (eyeliner), and Clinique is expected to launch a men's concealer later this year.
 
And it is not just what they put on their faces men are concerned about. More males than ever are choosing to go under the knife or cheat time with a little bit of Botox.
 
The latest figures reveal that men are spending almost £100m on improving the way they look and now account for almost a fifth of the £1.8m spent on cosmetic surgery every day in the UK.
 
"Men are becoming more conscious about their skin," reveals Sara Sartorius, marketing manager of Liverpool-based Crystal Clear Skincare, which has a large celebrity following with Madonna and Jude Law amongst those extolling its virtues.
 
"There has been an increase in men coming in for facials. Micro-dermabrasion has been most popular with our clients, especially professional males.
 
"I don't think there's anything wrong with looking presentable for meetings or parties, I think it can only be a good thing."
 
Due in no small part to the influence of "lads mags" and of course the Beckham effect, male grooming is now one of the fastest growing markets.