Wed, June 15, 2011

Men’s skin care

Men's Facials: At one time, those two words went together about as well as water and oil. Today, however, they represent an important sector that skin care professionals don't want to overlook.
The fact is, men have wanted to participate in the youth revolution for years; they just didn't have the green light for the world of macho. However, a shift has been taking place that says men who take care of their skin and look theor best are cool and accepted. With this shift, there is an opportunity to educate, simply because most men haven't been educated about how important skin care services are for healthy, youthful skin.

What do men really want? That's a loaded question for which there is no answer, but in terms of skin care, men want simplicity. Any effective facial and regimen should, however, follow the five critical, yet simple, skin laws: cleanse, exfoliate, tone, restore and build and protect. Getting men to move beyond basicskin care - or adopt a regimen at all - can be tricky, but facials are a great way to ease men into an integrated skin care system. Also, try turning them on to products that pull double duty. For instance, a shave gel that doubles as a rejuvenating mask; a toner that works to strengthen. restore and rebuild the skin; or a moisturizer that supports and protects skin from the elements. Another issue to address is skepticism. According to a recent article in The Washington Post, men are generally skeptical about many of the made-for-men drugstore brands hitting the market. Many believethese are the same formulas for women with a "manly" label slapped on them; and they may be on to somethin. On the other endof the spectrum are the men who believe over-the-counter brands are as effective as cosmeuticals, professional-grade products. For these reasons, education is essential, and men are ready for it.

Attracting male clients
Men are getting facials, but it's now how you appeal to themthat makes the difference. The term "metrosexual" no longer resonates with the male consumer; today, it's the "everyday guy" who values a groomed appearance without taking it to extremes.

What men need
Men typically have a thicker dermis and epidermis and higher sensitivity, and they produce more sebum and have larger pores than women. Their pH is also acidic, and studies have shown male skin cells carry fewer antioxidants, which results in a freater number of deeper facial lines and hyperpigmentation issues. Additionally, men continually battle a slew of skin issues specifically related to shaving, such as ingrown hairs, dryness and razor burn. Although many of the products and treatments used today still work on men's skin, those specifically designed for men will be more effective. For instance, to compensate for the naturally low pH level and higher acidity in men, their bodies produce an acid amntle - a combination of oily fats, or sebum, and perspiration that covers the skin's surface to protectand maintain the proper balance.

Article written by: Rhonda Allison (Skin Inc. Magazine)

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