Let’s face it men are just as concerned about their looks as women. Even if a man won’t admit to being metro-sexual or a bit feminine there’s a good chance he’s using any number of products that help his skin complexion, hair color and wrinkles. While no man will ever admit to using makeup, except for your stage stars and drag impersonators, skin care manufacturers and health care product makers are noticing that clever packaging and branding can have a big impact on sales of men’s grooming products. While cologne and deodorants have always sold, major cosmetic manufacturers are now targeting men with specific lotions and creams that are designed just for men.
Quick to take advantage of this trend are heavyweight cosmetic companies including Estee Lauder and Kiehl’s that have launched men’s cosmetic products which are cleverly being sold in major stores such as Macy’s, Nordstrom, Bloomingdales and Sephora. Instead of stocking these cosmetic products in beauty sections retailers are designing “men zones” that feature typical guy attractions such as flat screen TV’s and sports magazines to make men feel more comfortable when shopping for moisturizers and facial treatments. In addition to specially designed areas others are resorting to clever packaging by enclosing their cosmetic products in shapes that resemble cigar boxes, motor oil cans and liquor bottles.
Now, some major department stores are stationing guides in the men cosmetic sections to help hesitant shoppers find the skin care products they need. As many retailers are noticing, as long as it has a masculine appeal men have no problem buying cosmetic products. Looking and feeling good isn’t the sole domain of women, and as sales are showing men are just as interested in healthy looking skin as their girlfriends are.