MALE GROOMING:WHY YOU SHOULD GET INVOLVED

OPINIONPIECE

1110 FEB 2011 FEB 2011

There is a noticeably fine line between the rough and ready look women find sexy and men just looking downright scruffy. Don’t get me wrong I’m not talk-ing leg waxes and a full face of make-up but a little moisturizer and hair removal wouldn’t go a miss, no one wants to see an excessively hairy man take his shirt off on the beach.

Male grooming has come a long way in the past few decades, back then all it consisted of was a combed over hairstyle and a clean shave, now it is much more complex. And why shouldn’t men indulge themselves in the luxuries of facemasks and spa treatments?

A recent survey by Superdrug polled 3,000 men; the results discovered that British men are now spending even longer than women getting ready, an average of 83 minutes compared to 79 minutes for women. The poll also found that men now spend an average of £25.22 per month on grooming products which is just 19p short of women’s monthly spending.

High street stores and upmarket depart-ment stores are all cashing in on the huge influx in male grooming. From Boots and Superdrug to Clinique and Clarins, beauty for blokes is becoming huge.

Jeff Wemyss, Superdrug’s beauty direc-tor* said men were becoming more com-fortable with using products to improve their appearance.

“The merging of lines between beauty for men and women is a global trend that we are picking up on constantly,” Mr Wemyss said. “Guys are just getting a lot more confident wearing make-up products. Fake tan started it all ... It’s in tune with a general vanity drive.”

This in itself is proof that men’s groom-ing has become a huge phenomenon, but what factors have helped this market grow in to one of the most promising industries around? The rise of the Inter-net can be partially responsible; several surveys indicate that men are most likely to purchase grooming products on the

World Wide Web. Cheaper prices, more variety and privacy make it the perfect marketplace. Combined with this there has been a huge increase in men’s maga-zines, stats show sales of titles such as Men’s Health have steadily increased year on year.

Celebrity endorsements have had a huge impact on the rise in men’s appearance worries: Patrick Dempsey, Justin Tim-berlake and of course David Beckham have all played a part in selling beauty products to the men of Britain. The male grooming industry is at an all time high, and it’s set to be worth the same, if not more than the female beauty trade in a few years.

So why should you get involved? If you’re not already that is. The answer plain and simple is that it would benefit you entirely. You will look better and feel better which will ultimately increase your confidence bucket loads, be it going for that job promotion or a date with that hot barmaid.

A recent rise in hair-loss treatments and fake tanning amongst men has taken over the grooming industry. Maybe before you didn’t know there was any way around hair-loss but there are effective ways you can tackle the problem: Pop some prope-cia, one 1mg pill a day has been proven to halt hair loss and promote regrowth, an easier option would be to get yourself a good hairdresser – a good hairdresser can disguise thinning hair.

At this time of year, summer seems so far away so it’s hardly shocking to want a bit of colour on your skin, after all everyone looks better with a tan. I’m not a huge fan of spray tans myself, they’re not a great idea unless you want to resemble a cast

member of The only way is Essex. Streaky lines, orange knees, white bits and after an hour of walking around not touch-ing anything, you end up looking like an oompah loompah – never a good look. There are several other options to create an equally sexy bronzed look. Tinted moisturizers are a much more subtle op-tion, and might I add a lot more appro-priate for February, they’re much easier to apply than fake tan and give you a softer more moisturized feel too. Giorgio Armani has a great moisturizing bronzer, skin minerals for men retails at around £30 and is available from Selfridges. If that’s not for you either, how about a bronzer? It is essentially make-up but it’s so easy to use and has great results, it will

also wash off in seconds if you’re not happy. Clinique has a wonderful bronzer; Clinique non-streak retails at £15.50 and is available from www.cliniqueformen.com.

Evidence and statistics make it clear grooming is no longer for the homosexual community. Male-only salons are popping up all over the

country, Jenny Richardson at Boyd Hair and Beauty on Bank Street says that the salon has, for the past five years, given over one of their eight staff exclu-sively to male clients, and she also says hair dyeing is very popular with men of all age groups.

Thinking of trying some beauty treat-ments? Why not make an appointment at London’s top grooming emporium for men, The Refinery. Now in it’s tenth year of running, they offer barbering, skincare and spa treatments in luxury retreats in Mayfair, Harrods and Knightsbridge. The Refinery’s success comes down to the comfortable atmosphere of a gentleman’s club combined with the sense of well being you feel from being in a spa. The perfect environment to chill out, relax and feel good. It has received exceptional reviews from publications including Men’s Fitness, The Independent and Time Out, so why not pop in to Harrods and get yourself an appointment now. Come on guys, embrace the beauty for blokes.

Men are now spending longer than women getting ready an average of 83 minutes compared to 79 minutes for

women

chest wax? check, massage? check, fake tan? checkthis is the new 21st century man

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