Men's cosmetics: the well-groomed emancipation
Honestly: In terms of actual sales figures, the proclaimed "big boom" in men's cosmetics is still a "boom". Although the market for men's cosmetics in 2007 grew by almost ten percent - which is also no feat in the still relatively small volume overall: Of the 12.3 billion euros that are spent in this country annually for personal care products and fragrances, the men spend around 884 Millions for their beauty - well, seven percent.
So there is still no question of an equal offer for men and women, as many manufacturers have predicted. Nevertheless, things are progressing - and Björn Held, head of Beiersdorf Market Research Germany, even sees this as an "effect of feminism". According to a "study of men" by the Zukunftsinstitut in Kelkheim, the new male image is defined by the emancipation of women: Women have never been so highly qualified and successful in the job as they are today.
Women are at eye level in terms of performance and expect the same dedication from men - in terms of content and outward appearance. Like women today, more and more men have to jump back and forth between multiple role expectations: manager, father, houseman or lover. The role of the provider does not necessarily have to be filled, most women have long been earning their own living. It is not without satisfaction that tough business women smile when the male colleague discovers around 40 first scratch marks in the paint and asks which anti-aging agents work most effectively against it.
An orientation aid for the new masculine role finding is provided by modern men's forums such as www.dergepflegtemann.de or www.vaeterundkarriere.de/blog. For robust men's skin, other design rules and, above all, other consistency preferences apply. So care with care tips!
Men's complexion is 20 percent thicker, contains more collagen and more sebaceous glands. Time signs show up in facial relief on average ten years later, but more pronounced. In contrast to women, men prefer lighter textures that are absorbed quickly, are not too rich or even greasy.
"Men, for example, love shaving gel that foams automatically," says Thomas Schönen, marketing director of Nivea. The foam should not be as fine as that for women. The topic of wrinkles also concerns the strong sex, but men tend to shy away from the term "anti-age". "The man in his 30s prefers the energy booster rather than the anti-wrinkle cream," explains Schönen. From 40, an effective care system is needed so that stress and fatigue leave no furrows. In the past, wrinkles and shadows under the eyes were considered a sign of professional success. Today, despite stress, the man wants to face his challenges fresh and smooth. Because in addition to the professional qualification, the career race decides on the look. Almost 80 percent of men believe, according to a study by the manufacturer Gillette (razors, blades) that the well-groomed man has the nose in the job ahead. Sigrid Schäfer-Merk, independent HR consultant, confirms the result: "In job interviews, I pay close attention to the outside world, because someone with unwashed hair would clearly have fewer opportunities than a carefully groomed candidate."
According to the typing of the Nivea men's study, there are three categories of care in men: the basic carers, the nursing advanced and the experimentalists.b Market researcher Björn Held translates this review into a cosmetic product language: "Shower gel, shampoo, deodorant and shaving cream are basic equipment for basic carers, advanced users rely on body lotion, face cream and eau de toilette, and at level three different things apply, such as breast and intimate shaving. Serum care, spa visits and regular manicures. " Shaving tool manufacturers are already calling the era of hair-free men's bodysuits. According to a study commissioned by Braun, every third man shaves the body hair. So that the shaving goes smoothly, there are now shower-ready full-body razors, which should easily remove hair growth from the chest, back and any other body area (eg "Bodycruzer" by Braun and "Bodygroom" by Philips). Our little street poll showed that the hairy question seems to be age dependent. Men over 40 are more likely to wonder about the trend or even make fun of it. Just as open as about the Intimrasur was also talked about "problem areas". Against the many men, according to Dr. Gerhard Sattler, liposuction specialist of the "Society for Aesthetic Surgery Germany", would also proceed with medical help: "Men are not as self-critical as women, but have a much lower inhibition threshold, if there is an aesthetic problem a quick solution."
And what is on the front of the men's list of deficiencies? Above all, "liposuction on the chest, followed by Botox treatments and wrinkle injections, in third place liposuction on the abdomen," says cosmetic surgeon Sattler. Can soon as many men as women operate? "No, it's not that far yet.There are only ten women currently with a surgical desire for beauty." Well, there are quite a few cosmetic alternatives. But to discover them, men still need a bit of information: what, for example, a serum causes, nobody knew in our survey. Here is to reveal that serums are highly concentrated, but slight active substance textures, which are applied as an additional care under the day cream or face cream. They usually achieve an immediately visible smoothing effect. After all, six of the men interviewed used an eye gel, albeit with great skepticism. But let's give the men their explorer phase calmly - emancipation takes time. Women know that too well.
Michael Proch, 39, independent sports marketer
Do you buy your own cosmetics?
Yes, mostly in stock for a year, then I'll have some peace. Gladly Jebe, a perfumery that is not so fancy - I like that.
Which care products were used this morning, and how long did it take in the bathroom?
Shiseido's washing lotion and face cream - recommended by a friendly dermatologist. Shower gel and deodorant from Nivea and shaving gel from Gillette. Guess it took me 23 minutes to get everything under control.
According to cosmetics manufacturers, the trend is towards a clean-shaven male body. Where do you remove hair everywhere?
I shave everything except head and legs. I have been doing this for about three years and feel it is very pleasant.
Do men have problem zones?
Yes sure. Belly and hair loss are an issue. I would completely shave my hair if there is a chance of balding.
Have you ever used a serum?
Serum? No what is that?
A self-tanner?
No.
An eye cream?
Neither.
Kay Göttsch, 22, sports student
Would you book a men's treatment at the spa?
I always get massages after my football training and physiotherapy. For a spa I would therefore spend no money.
How many cosmetic products have been used today?
Shower gel by Adidas, Pantene Pro V shampoo, body lotion by bebe Young Care. For the face I take Niveacreme from the blue box, which greases a bit more. Aftershave also mostly from Nivea, for sensitive skin. My fragrance is from Hugo Boss. Today I did not have to go to university so early, because I was in the bathroom for three quarters of an hour.
On which body parts do you shave?
I do not shave armpits, on the body yes - I think that's just better.
Do men have problem zones?
Beer bellies, and I find bad when men get breasts. I would go against it immediately. You sometimes see twelve-year-olds who have more breasts than their counterparts, frightening.
Have you ever used a serum?
No.
A self-tanner?
No. I went to the solarium for a while, I would not do that today.
An eye cream?
Nope.
André Kussmaul, 38, author
Do you buy your own cosmetics?
Yes. I like to be consulted to find out what's new. Although I am always disappointed that the men's corner is much smaller than that of women.
With which cosmetics did you start your day?
I like to use the Aquagel from Biotherm. My fragrance is Hermès Verte. I brought body lotion from Thailand, it smells like citrus. I need 20 minutes in the morning. From time to time I put on a face mask with green tea - then it takes longer.
Do men have problem zones?
Stomach and hips. I started jogging a year ago because it annoyed me.
What do you think about the trend of depilated male bodies?
I think the trend is more on the Abebben and Brusthaar on the rise. I would probably cut the chest hair.
Have you ever used a serum?
No.
A self-tanner?
No, I'm pale.
An eye cream?
Yes, regularly from Biotherm and Shiseido.
Reiner Schäffe, 58, cameraman
Would a beauty operation be in your favor?
No, really not. I read that stock market managers in America have their mouths bumped in the forehead during their lunch break. Such a nonsense, life must be reflected in the face.
What does your morning care routine look like?
Quite simply: shower gel, shaving cream and moisturizer from Nivea for Men. Shampoo from Pantene. I never use perfume.Takes about half an hour.
Are you influenced by the trend towards full-body shaving in men?
Strangely, I have no hair under the arms, so I do not have to shave. I've read about this trend, but it's not an issue for me. Do men have problem zones?
Of course the belly. Many acquaintances complain about it - may come from beer or from lack of exercise.
Have you ever used a serum?
No.
A self-tanner?
No, why?
An eye cream?
No.
Dominik Djialeu, 22, hotel expert
What makes men sexy?
Self-confidence. Male and naturally occurring types are much more interesting than solarium-tanned, slick men.
How did you care for yourself this morning?
Currently, I use a Biotherm cleanser for acne because I still have a few problems and that helps a lot. Then a moisture gel from Nivea and Head & Shoulders for the hair. My summer scent is "Hot Play" by Lacoste, very fresh. I was in the bathroom for half an hour.
What about body shaving?
I did it for a while but my new boyfriend thinks it's more sexy when I have hair. Under the armpits I support my hair, but do not shave it completely.
Do men have problem zones?
For me it is the stomach, I have strong weight fluctuations and must be careful.
Have you ever used a serum?
No.
A self-tanner?
No, of course not.
An eye cream?
Sometimes I take a cooling eye mask.
Rolf Lindberg, 58, insurance salesman
Have you ever been to the manicure?
Regularly well-groomed hands are very important to me. Which care products were used this morning, and how long did it take?
20 minutes, I am a natural beauty! My products: shaving cream, tonic and emulsion of "Shiseido Men". Shower gel by Clarins and a medical shampoo against dandruff. Eau de Cologne by Thierry Mugler.
Whole-body shaving should now be fashionable for men. An option for you?
Nah, I only shave the whiskers. I honestly would like to know how Brad Pitt and Co are shaving their backs.
Do men have problem zones?
Clear. I would say belly, chest.
Have you ever used a serum?
What should that be for?
A self-tanner?
No.
An eye cream?
Yes, such a sample from Shiseido.
Kocu Mitopke, 33, sales consultant in the fashion industry
Have you ever been to the manicure?
I regularly go to the pedicure, there are always offers to do the manicure at the same time. I take that too.
What was on your care plan today?
A scrub of Neutrogena against my acne and tonic from the Body Shop. My shower gel smells of shea butter and is from Yves Rocher. Then day cream from the Afroshop and five drops of Jil Sander.
Where do you shave everywhere?
On the face, armpits and genital area. I do not have chest hair.
Do men have problem zones?
Of course, the stomach. I would like to do more sports, but at the moment I do not have the time.
Have you ever used a serum?
No.
An eye cream?
No.
