Men’s cosmetic market on the rise

The encouraging growth of the men market availing of skin care services and products prompted Forever Flawless chain to develop a line of products designed specifically for men.

“For the longest time it had to attract men in the beauty care industry. Now, they are the fastest growing consumer segment in the skin care [and vanity] industry,” said Forever Flawless president Ruby Coyiuto in a press conference.

In Cebu, wherein Forever Flawless established its first outlet in SM Northwing late last year, Coyiuto said it has reported a 50 percent increase of men consumers availing both beauty products, and skin care service, like facial.

While the increase of men market into the vanity industry is a countrywide phenomenon, Coyiuto announced the introduction of Flawless’ new product lines called “Real Gentleman [RG] Line” to answer the strong demand for men designed beauty products.

Initially, the company introduced RG soap, and cream product lines, but Coyiuto said they are preparing to launch a whole range of beauty and skin care products for men, such as body spray, deodorants, among others.

Affiliated with the well-known Vicky Belo group of companies, Coyiuto said the brand effective penetrated the discriminating Cebuano market. It is for this reason that Flawless is seriously planning to open up one more outlet in Cebu, probably in another major mall, or in a chic commercial area.

“We are still looking for available space for our expansion in Cebu. Apparently, all good locations are full,” she said.

Operating only for seven months in Cebu, Coyiuto said the Cebu outlet is one of the top three earners of all the 22 branches all over the country.

“We are confident of Cebu. There is a big market here. Cebuano men are starting to appreciate the skin care regimen, and these are the ‘real gentlemen’,” she added.  – Ehda M. Dagooc