British men spend more money on skin care and grooming than any other European fellas but a dedicated cosmetics range for men still isn't on the cards. Adam Fulcher reports.
Men have worn make-up for centuries. In ancient times, Celts daubed themselves with woad, during the 18th century gentlemen donned white face power, blusher and beauty marks and in the late 70s and early 80s some British fellas became New Romantics and indulged in a cosmetics frenzy. Despite historical precedence, cosmetic companies are yet to create a comprehensive range of make-up designed especially for men.
The UK male grooming market is the largest in Europe, worth over £500 million a year having risen 35% from £431.5 million in 95 to £580.4 million in 99. Moisturiser is the most frequently bought beauty product by men - 67% of men under 40s admit to moisturising their skin regularly. From Aramis' Lab Series For Men, the Body Shop's Skin Mechanics for Men and Clinique's 3-Step Skin Care Programme, there's a huge variety of butchly-named and soberly packaged skin care ranges for fellas.
However, manufacturers see a huge divide between skin care and make-up. The thinking seems to be that straight and gay men need little persuasion to buy lotions and potions but aren't yet ready for serious slap-on. There are products which 'guard' against ageing (Aramis' U-Turn Age Defying Formula), facilitate the ultimate close shave (King of Shaves silicone enhanced Proshave) and hide late night excesses (Nickel's Lendemain de Fete), but no-one makes real men's make-up.
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