Men are finally getting the grooming products we deserve

Jun 12 2008 by Emma Johnson

SKIN rejuvenation, anti-fatigue and even emulsion . . . the terminology may be man-friendly, but one thing’s clear – beauty has been taken off the back-burner for guys.

Don’t be fooled by male bravado – vanity creeps in for even the most rugged blokes in certain situations. When meeting someone for the first time, hair (45%) and skin (27%) are men’s biggest concerns, reveals research by Schwarzkopf.

With more and more male- targeted products stacking up on the beauty shelves, men are "out and proud" about putting some groundwork into their grooming routines and tackling their shortfalls.

Here in Liverpool, salon owner Dion Padan knows just how much men prize their looks. Although his Hooka salon, in Wood Street, has recently branched out into women’s beauty, it specialises in male facials, tanning and waxing and is always busy.

"The majority of our clients are still male, and they come in for all types of beauty treatments, manicures, pedicures, facials and cut- throat shaves," says Dion.

"Waxing is very popular with men from all walks of life – not just the bodybuilders – and St Tropez tanning is extremely popular because men are becoming more concerned about their skin."

BATHROOM BASICS

Men no longer need to feel embarrassed about hogging the bathroom or devoting an entire cabinet to pampering beauty buys. But, if you run a mile at the mention of male moisturiser, it’s more likely the bare bathroom essentials will be top priority in his preening routine.

"Men will generally buy a skincare product and a haircare product and they expect to see results," says Dion.

TRY: Crabtree & Evelyn Shaving Set in classic ivory, £110 (www.crabtree-evelyn.co.uk); Clarins Men After Shave Energiser, £21 (0800 036 3558); men-u Shower Gel, £6.95 (www.men-u.co.uk); Ted Baker Explore Hair & Body Wash, £4.95 (Boots nationwide); Aromatherapy Associates Balance Shampoo and Conditioner, £11 each (www.aromatherapyassociates.com); Right Guard for Men Sensitive, £2.37 (0800 328 9124).

SPRUCING UP

As women know all too well, it’s the vital finishing touches that can make or break a particular look.

Glitter and shimmer would be a touch extreme, but now men have the option to boosting basic grooming without embarrassment.

Think fake tan, scrubs and moisturisers that will leave you grappling for me-time with the mirror.

Look out, boys, it may not be just your razors we’re pinching.

TRY: Jo Malone Eucalyptus & Mint Frothing Cleansing Cream, £34 (www.jomalone.co.uk); No7 For Men Gradual Tan Body, £9.50 (Boots nationwide); Implements Personal Groomer trimmer, £4.99 (Boots/Superdrug nationwide); Gentlemen’s Tonic Moisturising Hand Balm, £12 (www.gentlemenstonic.com); Champneys Skin Maintenance Facial Moisturiser, £12 (www.champneys.com).

ANTI-AGEING POTIONS

Let’s be honest, silver fox George Clooney might grow more dashing by the day, but not all men are graced with the same attractive ageing gene.

Anti- ageing – or anti- fatigue in man- friendly beauty terms – is an area that’s featuring more and more on male agendas. Both Lost star Mathew Fox and former 007 Pierce Brosnan have been snapped up to star in campaigns for men’s anti-ageing products and, last year, Boots data indicated Protect & Perfect products sat at number five on men’s top till receipts, prompting the store to launch a new No7 range for men.

"These ranges really have been a long time coming for men," says Dion.

"Men have been buying and using women’s products for a long time but they should really be using products tailored for male skin because it is tougher."

TRY: Givenchy Man Intensive Anti-Fatigue Eye Lift, £26.50 (available August 15); Schwarzkopf Activ M Hair Retention Shampoo and Tonic, from £9.99 (Boots nationwide); Elemis Men Time Defence Wrinkle Delay, £50 (01278 727830/ www.timetospa.co.uk); Skinn Fatigue Rescue night cream, £32 (020 8997 8541/ www.skinbrands.co.uk).

emmajohnson@dailypost.co.uk