Men going to great lengths for beautiful skin

Men going to great lengths for beautiful skin
Shoichi Shirahaze / Yomiuri Shimbun Staff Writer

Skin care items are not just for "metrosexuals" any more, as marketers cater to an increasing number of men who are putting priority on cosmetic considerations.

According to the Economy, Trade and Industry Ministry, sales of men's skin care cosmetics in 2008 totaled 17.6 billion yen, a 16.9 percent increase from the previous year.

Nivea-Kao Co. became the first to offer a men's skin care brand in 2002, followed by Shiseido Co. in 2004 and Roht Pharmaceutical Co. in 2006.

Yoshiaki Okabe, a Shiseido official who took part in developing the company's men's skin care brand, said, "More men are spending money on skin care items thanks to the appearance of men's cosmetics items at several department stores as well as due to the 'choi-waru oyaji' [trendy middle-aged playboy] boom."

Meanwhile, Kaori Sutani, a public relations officer at Mandom Corp., said men, mostly younger ones, have begun paying attention to their skin, partly due to the popularization of sending e-mail photo attachments. According to a Mandom survey, the usage rate of facial wash among men reached 59.4 percent in 2009, compared with the 48.8 percent figure registered in 2005. When the question focused on university students, the rate soared to more than 85 percent.

Other men's cosmetic products, such as beauty essence, milky lotion and cream preparations, also recently have hit the market. One can find large selections of these items at drugstores and special cosmetic counters staffed by skin counselors at department stores.

Male skin is said to contain more oil and less moisture than female skin. Skin care experts recommend that men keep their facial skin clean by frequently washing and using moisturizing products.

(Oct. 19, 2009)