What modern Filipino men want

That was what global market research company Synovate wanted to know when it made a regional study of the modern male late last year. And the findings show: "The modern Filipino is more likely to value good looks, spend more time grooming and purchase beauty products than their counterparts across the region."

The study was conducted in the Philippines, China, Hong Kong, Korea, Singapore, Taiwan, and the United States via Synovate’s monthly Global Omnibus telephone survey. The company interviewed some 3,000 males, 15 to 64 years old, from all socio-economic classes.

According to Synovate Philippines managing director Carole Sarthou, the regional study shows that the Manila male is nearly two times more likely to believe looks are more important than men across the other Asian nations surveyed.

Eighty-four percent of men in Manila, who come from all walks of life, agree that looks are everything. Their Hong Kong counterparts come next with 44 percent. Then comes Taiwan, where a third of males surveyed put a high premium on grooming.

What’s more, says Carole, our Pinoy guys (53 percent) are not shy to admit that they’re as vain as women.

But what motivates the modern male to look good?

Ladies, you’re in for a rude awakening. The survey says 91 percent of respondents want to look good for themselves while only 58 percent consider it important to look good for others.

So don’t be suprised if you see men (or your own man) toting a kikay kit of his beauty must-haves. Don’t be surprised if your husband takes a little more time than usual in the shower. Or if he suddenly calls you up at work and asks you to come home because he can’t seem to find his antiaging cream. Or if he spends more time primping in front of the mirror and borrows your styling brush or curling iron.

Yes, it’s happening in every aspect of consumerism, says a website dedicated to men. "Men are making their own decisions about products available on retail shelves. Young men are the new generation of untapped shoppers," says a study that shows there were more younger men shopping in malls than there were younger women two years ago.

Fact is, there are now more and more stores that cater exclusively to men. For instance, there’s Mgender, UK’s online store for male grooming, clothing, gadgets, and lifestyle accessories. It’s got American Crew that’s come up with assorted innovative products exclusively for men’s hair and skin needs. Among these is a conditioner that contains a magic recipe to make scalp feel fresh and invigorated, as well as shaving products that make whiskers grow slower.

Now on the market, exclusively for men, too, are hair removal products (to remove men’s unwanted hair), personal groomers and, yes, hair curlers, hair dryers, and curling irons.

Getting under the male skin, Clarins for Men has a no-nonsense skincare regimen especially formulated for male skin: Clarins for Men Active Face Wash, Clarins for Men Firming Moisture Balm, and Clarins for Men Smooth Shave Gel.

Not to be outdone, Lancome Homme has thoughtfully created a sophisticated skincare range for men: Lancomme Homme Recharging Moisturiser, Anti-Fatigue Eye Treatment, Invigorating Cleansing Gel, and Smoothing Shave Gel.

And – let’s face it – some of today’s males even wear makeup, and nobody’s blushing!

But don’t call it makeup. Call ’em "discretionary facial enhancement products, says Will King whose company sells a men’s cosmetics line called XCD (pronounced exceed). Well, XCD has well-exceeded expectations. It joins Clinique, et al, in the growing business of men’s cosmetics that cater to the appearance-conscious metrosexual male.

Two years ago, department stores in the US sold a whopping $85.8 million in men’s grooming products, including fragrances/perfumes.

But the jawdropping question is: Will the testosterone-charged male cross the invisible makeup line? Are men ready for makeup?

Says a PR man, "I’m out in the public 35 hours a week so I’ve got to look pretty good . . . You’re selling yourself no matter what business you’re in."

Again, don’t be surprised if one day, your husband borrows your eyebrow pencil or concealer.

And hear ye, all ye beauty-conscious males: There’s body contouring/liposuction for men, too!

To go back to the survey, says the Synovate study, "All this attention to grooming seems to have a positive impact on self-esteem, too – with around half of all Filipino males (48 percent) agreeing that they consider themselves sexually attractive. That’s double their nearest rivals in the region when it comes to confidence – 25 percent of Singaporean men and only 12 percent of Hong Kong males feel sexually attractive.

These findings have "wide-ranging implications for manufacturers/marketers of fragrance, deodorant, toothpaste, soap, hair products, and other personal grooming products."

"The vanity trend means the market for those products in the Philippines is growing rapidly," notes Carole, who adds, "I have just one concern . . . I hope our men don’t end up prettier than us!"

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Wanted: Back brace

Dear Consumerline,

I am writing in the hope that you might be able to help me with my problem. I read an article by Chat Alejandro (Philippine STAR, Dec. 3, 2004) about Ligaya Revita and how she was able to overcome her osteoporosis problem. In addition, she was recommended to wear a back brace, although she did not continue to use it.

I too, a senior aged 78 years old, have osteoporosis and suffered compression fracture of the spinal column in an accident about a year ago. Consequently, my rehab doctor recommends, even if the fracture is healed, that I continue wearing a brace.

This is where my problem comes in. I have no idea where I might be able to order in Manila a light but stiff back brace. Perhaps you could help me by recommending a name and the address where I might order such a brace.

– LINDA DIMAGUILA

Professor Emeritus

Western Mindanao State University

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