For Men - The Science to Looking Good

CEBU, Philippines - In the light of today's changing lifestyles and new social cultures, there have also emerged new needs. One example is the heightened interest in grooming and personal care among men. Where simple bath soap used to be all that's needed to cleanse a man's face,  for instance, a whole array of cleansing, exfoliating, moisturizing, shaving, and grooming products is now becoming basic in many men's bathrooms.

Understanding men's changing skin care needs and the importance of customization have come to the attention of the personal-care industry.  A transformation in men's skin care has developed.  There is now a range of products specifically designed to meet men's unique needs.

Said Agnes Landau, Senior Vice President for Global Marketing of Clinique, a global name in cosmetics and grooming products, "Today men are a more empowered, educated consumer with a stronger eye on grooming. More men are shopping for themselves, compared to a decade ago. Now, one in four men uses some form of skin care and they are looking for 'made for men' products that speak to their specific grooming concerns." In response, she added, their company has come up with a line of products "designed to present men with innovative, custom-fit grooming solutions on their terms."

SKIN CARE RITUAL. In endorsing its products, Clinique suggests a few steps for skin that looks its best and stays at its healthiest, every day. The fundamental philosophy is "cleanse, exfoliate, moisturize."

Step One - CLEANSE with a facial wash or soap that provide thorough yet non-drying cleansing. Prefer products that build into a rich lather and rinses off easily without leaving any residue, yet removing all traces of pore-clogging dirt and debris. This is very helpful especially in preparing the skin for shaving. 

Step Two - EXFOLIATE with oil-free exfoliant to remove dry, dead flakes. Better to choose the kind that also controls excess oil, reduces the likelihood of ingrown hairs, and lessens the chance of pore-clogging trouble spots.

Step Three - MOISTURIZE with a lotion that's oil-free but provides immediate moisturization. It's good to use one that also provides sun protection and firms the skin.

CLEAN SHAVE. When shaving, it pays to sweat the small stuff. But getting that clean, close shave can sometimes have irritating side effects like bumps and blemishes. With the right skin-care products and shave formulas, potential close shave hazards can be avoided.

Use a facial scrub that sloughs off dead skin flakes, excess oil and surface dirt, preferably one with a chemical and manual exfoliation action to help prepare the facial skin for a better shave. Applying facial emollient is also good to comfort the skin before, during, and after shaving, to ensure that the skin gets an ultra-smooth, close shave while lessening the incidences of razor burn and blemishes.

AROUND THE EYE. The eye area is a constant source of trouble for men. The skin around the eyes is just as sensitive for men as it is for women, with dark circles and under-eye bags ranking among the top skin-care concerns for men. 

It is important to use an eye cream that delivers intense moisture and preferably with ingredients designed for de-aging, reducing puffiness, diminishing dark circles and protecting against environmental aggressors. It also helps to apply something that cools and refreshes the skin around the eye area. In case of discoloration, a dark-spot corrector might be necessary.

Clinique has recently launched in the Philippines its line of skin-care and grooming products for men. These are now available at Clinique counters nationwide. (FREEMAN)