By THÉRÈSE MARGOLIS
It may still be a man’s world when it comes to business and politics, but in terms of beauty, skincare and personal hygiene products, women definitely have an edge.
In most major department stores — and even in supermarkets and drugstores — male grooming products are relegated to a few out-of-major-view shelves, while women’s makeup, haircare and skin treatment lines dominate the majority of prime real estate.
But while it is unlikely that personal grooming gender equality will come to pass any time in the near future, the beauty and personal care industry has begun to target male consumers to expand its trillion-dollar market.
And with some analysts predicting that the male grooming market could increase by as much as 40 percent by 2024, it’s clear that the beauty industry is no longer the sole preserve of the female population.
Nor should it be.
Intensely Masculine Deodorant
With the sole exception of dental care and facial hair grooming, no single personal care issue is more important to men than their deodorant.
Whether they’re committed to an early morning run, working out daily at the neighborhood gym or just binge-watching “The Mandalorian” on the couch, keeping body odor in check is something that nearly every man considers a must, even if they are still self-isolating because of covid-19.
In Mexico, the Number One roll-on deodorant for men is Garnier Obao.
And among the top sellers of the brand is Tattoo, with an intensely masculine scent that “sticks to the skin like a tattoo” while offering up to 48 hours of protection.
Earlier this month, Garnier enlisted its very first product ambassador for Obao, Mexican soccer great Miguel Layún, who is now the official face for Tattoo.
With a collection of “more than 15 tattoos” on his own body, the Veracruz-born Club América heartthrob said that this was his first ever product endorsement, and that he chose to represent Tattoo not only because he loved the scent (and so did his wife), but also because he believes in Garnier’s steadfast commitment to the use of natural ingredients, sustainable sourcing and promoting a carbon-neutral world.
And guys, while Obao Tattoo — available in both spray and roll-on — may not up your soccer game skills, during a Garnier press conference to introduce him as the brand’s new ambassador, Layún said that its fresh manly scent will most likely increase your attractiveness for women.
Skincare Catered to Men
For a long time, the vast majority of companies that produced skincare products for men focused mostly on all-in-one cleanser-moisturizers made to be used for all skin types and all ages that were meant to save time and get those of the male persuasion to actually use them.
Unfortunately, that old adage that “when you try to be everything to everyone, you end up being nothing to anyone” rang true and most of those products turned out to be so ineffective that men avoided them anyway since their results were marginal, at best.
But finally, the British-based men’s brand Bulldog (famous for its bamboo razors and sugarcane packaging) decided to give Y-chromosome humans a little more credit in the personal grooming department, and developed an entire skincare range that not only hydrates, nourishes and protects male complexions, but addresses specific skincare concerns and is ethically sourced from high-quality vegan ingredients.
Launched in London in 2006 by two friends, Simon Duffy and Rhodri Ferrier, the ultra-affordable Bulldog line offers simple, effective products that are purposely built for men, taking into account that male skin acts and reacts differently from its female counterpart. And unlike most male skincare lines, Bulldog is tailored to different skin types to accommodate men with normal, sensitive, oily and mature skin.
For oily, breakout-prone skin (the most common male skin type in Mexico), for example, Bulldog has developed as special two-part skincare routine that includes a face wash and a light, non-sticky moisturizer. The twice-daily Oil Control routine starts with a mild but effective face wash packed with witch hazel, willow bark and juniper to leave skin invigorated but not greasy. The deep-cleaning lather removes excess sebum, which can lead to pimples, and leaves skin visibly shine-free, without drying it out.
For Step Two, Bulldog has an Oil Control Moisturizer (yes, even oily skin needs a moisturizer to protect against external aggressors and to keep skin hydrated and supple). This lightweight and quick-absorbing moisturizer also helps mattify to reduce shine and oiliness.
And speaking about sustainability, men’s clothing brands are also jumping on the eco-friendly bandwagon.
Take, for example, the case of Puma, which now produces footwear and sportswear with a strong environmental commitment. The brand’s new collection, Laundry Boys, which is a tribute to Puma’s 70-plus-year legacy, includes a new Suede VTG RDL LB sneaker with a retro feel and a super-cool Easy Rider RDL LB with a contemporary twist. There is also a modern set of Dassler Legacy stripe tees, with side slit backs, visible cuffs and hem seams, and roomy cargo shorts with side and rear pockets.
Any virtually all the garments in the collection are made with Better Cotton Initiative cotton, which helps promote a more sustainable cotton crop.