SINGAPOREAN MEN are becoming more vain. While the percentage of male grooming product consumers is still small, insiders told Aesthetics and Beauty Guide that they see an upward trend of sales enquiry from men.

“Men tend to start taking care of their skin after getting feedback from their girlfriends, mothers or peers,” says Fern Deng, assistant product manager for Lancome Men. She says that educational advertising from the beauty industry also helps in getting men more conscious about grooming.

Sean Low, 27, agrees that his girlfriend was his “mentor” in grooming. “She bought me my first moisturiser”, says the army regular, “and after using it, I saw significant improvement to my skin, and I started purchasing more skincare products after that.” Sean now spends about 20 minutes on grooming every day, and shares a few grooming products with his girlfriend, such as antiageing serum and facial masks.

The good news is that this beautyconsciousness among men is welcomed by the ladies. Civil servant, Lydia Chin, 33, tells us that she will not date a poorly-groomed man. “A man with great skin tells me that he knows how to take good care of himself. And every woman wants to go out with a presentable man.”

However, Lydia adds that she wouldn’t want a man who is “too vain”. She says, “Being well-groomed doesn’t mean an unhealthy obsession with appearance. He shouldn’t be looking at his reflection whenever he can, or whine at the sight of a wrinkle.”

And we agree that men don’t have to whine when they see signs of ageing appearing on their skin – not when there are so many grooming options available in the market to fix these problems.

Several well-established brands offer customised solutions for men and DrGL is one of the brands that launched its men’s skincare line, DrGL MAN, this year. Dr Georgia Lee, aesthetics doctor and fashionista, and the woman behind the brand, said that, “Great skin is the best fashion accessory”. DrGL MAN is the official skincare partner for the inaugural Men’s Fashion week in Singapore and is fronted by MTV VJ, Utt, at the fashion event.

Besides Lancome and DrGL, brands such as Clinique, Biotherm and Clarins also have a men’s skincare line, so guys could also enjoy what their female counterparts have been enjoying. Dr Georgia Lee even revealed that, while there are no plans to start developing cosmetics for men, DrGL MAN is in the midst of developing a tinted foundation with SPF. “This is going to be different from BB cream as it allows the skin to breathe and reduce the risk of acne and comedones.” These problems are common with BB cream users who have acne-prone skin.

“Men’s skin tends to be oilier especially around the T-Zone area and can also be quite rough with more visible imperfections like large pores and blackheads,” explains Iris Chai, assistant brand manager of Shiseido, about how men and women skincare needs may be different.

Dr Georgia Lee says that men’s skincare products are differentiated from women’s because “Men’s skin is thicker, and tends to have more severe acne if they’re afflicted with the problem.” For those in the younger age group, she recommends a grooming regime targeted at oil control and acne prevention. As for those who have stepped into their 30s, skincare should be targeted towards antiageing.

Fern from Lancome says that every man should have at least the three basic products in their stash – a cleanser, a toner and a moisturiser. Iris from Shiseido agrees, and added that, “Men should also incorporate sunscreens into their regime to protect their skin from harmful UV rays and external aggressors.” The products should be chosen based on their age and skin concerns.

“Men, unlike women, prefer to use products that are fuss-free and easy to apply – an allin- one product will be best for them,” says Lancome’s Fern. She encourages men who aren’t too conscientious in their grooming efforts to begin by cleansing their face at least twice a day. The ladies can also do a part in encouraging men. If your other halves, dads or brothers are still sitting on their (poorlygroomed) laurels, purchase a few basic
products for them and compliment them if their skin get better! Wouldn’t you want the men in your life to look better and feel more confident?