It's Getting Busy in the Men's Room
Male grooming is on the up. Gone are the days when a shower and a splash of Brut would do. Back in the 70's, men weren't even using roll on deodorants. Then men started borrowing their partner's moisturisers. Fast forward to today and now guys are not only buying their own skincare products, they are also treating themselves to professional grooming and medical aesthetic treatments.
Grooming is booming and men are becoming increasingly looks-conscious. This growing interest in the male species taking an increasing interest in their appearance comes as no surprise. If the likes of Frank Lampard, David Beckham, Gavin Henderson and Simon Cowell can get away with admitting to having treatments, it paves the way for your average Joe Bloggs to feel more comfortable about checking them out for himself.
According to a 2007 report by research giant Mintel, the male grooming market in the UK tripled in value from just 5 years previously and its current estimated value is in excess of £781m. This growth is being driven by the younger man, with under-35s being more likely to use skincare products than older men.
No wonder things are looking up for male grooming - a recent survey concluded that 72% of men agreed that it is important for a man to look after his appearance. Why the huge interest? The majority said that attracting women was the main reason why they put effort into the way they look. 23% even confessed to having a facial.
Our own survey of local salons concluded that treatments such as waxing, facials, pedicures and massages are becoming increasing popular with their male clientele. One salon even told us they have male clients booking in for lash tinting treatments (apparently its the man's answer to mascara). Even full manicures are also being requested by men these days (although a clear matt polish is used to give a smart masculine finish – which is just as well as somehow I just can't see long red false talons catching on with the male market).
Men are now increasingly turning to more advanced treatments in their quest to look good.The openness of high profile celebrities such as Simon Cowell about their beauty regimes has encouraged more men to try medical aesthetic treatments. The top five surgical procedures that men would consider are nose surgery; blepharoplasty (eye lift); liposuction, gynaecomastia (“moob” reduction) and hair transplants.
Non-surgical procedures continue to grow in popularity with men and women alike. Those treatments most commonly requested by men include chemical peels for skin rejuvenation, Botox and laser hair removal. Botox isn't just useful for looking younger and more attractive. Some people have it for career preservation or to stop looking angry or tired. According to local medical aesthetic clinic, Complete Rejuvenation, botox is their most popular treatment and increasing numbers of men are requesting not just botox but skin rejuvenation treatments too. According to their clinic manager, “Men like treatments which will freshen up their looks and even take a few years off, with undetectable natural looking results”. Laser Lipo treatments are also popular with men who don't want go under the knife to lose their moobs and bellies.
In today's competitive world men can't rely on rugged good looks alone – it's tough out there and they need all the help they can get.