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Make-up and chest implants – they're not just for girls!
THERE'S a new species of British male on our high street and he's looking smart, sharp and oh so groomed.
He's been nicknamed the metrosexual and he's giving us females a run for our money when it comes to spending on looking good.
British men now spend over 2 billion a year on grooming products. The overwhelmingly majority of these purchases are made by men under 40 who spend almost 200 a year each on personal beauty products – only around 20 a year less than women in the same age bracket.
Cosmetic giants such as L'Oreal and Nivea spotted the growth in demand among younger men several years ago and stocked the shelves of Boots with male hair and face care products.
Almost every beauty company you can think of, from Dermalogica to Avon, has followed suit with moisturisers, clean-sers, exfoliators, tanning products and even male "make-up".
Recent years have also seen men move in on other female dominated areas. There are now lots of men only grooming salons in places like London and Manchester, which offer everything from back waxes to Botox injections.
The latest figures reveal that record numbers of men are opting for a shot of Botox to keep the wrinkles at bay. Plastic surgery clinics are reporting a surge in business from men seeking a helping hand to stave off the ageing process.
And men aren't just interested in looking younger, but thinner and more polished too.
Inspired by certain sportsmen, actors and entertainers they are opting for laser hair removal, liposuction and even pectoral implants.
So why has the perception of masculine looks undergone such a tremendous transformation in the past few years and how sexy is it?
According to Nycola Naylor who owns VIP hair and beauty salon in Westgate, Halifax, men no longer consider that smooth skin or manicured fingernails detract from their masculinity and awareness of appearance is becoming paramount.
She believes this is down to style icons like David Beckham and the popularity of male makeover shows and the fact that men socialise and are best friends with women more today than in previous generations.
"Looking good begins with how you feel about yourself and men are starting to realise this.
"I don't think there is anything wrong with them using creams at home or coming into a salon for a treatment as long as they still look and behave like men."
This week she is expanding the business with male-only Sundays once a month.
Treatments include massages, facials, manicures, pedicures, fake tanning and close shaves.
Two of her team have just qualified in the hour-long close shave treatment, which she believes will be popular.
"There aren't too many cut-shave venues around Calderdale so we plan to be up there with the top salons in the north for shaving.
"We have got some fab products from American Crew and a team raring to go. I think our male only Sundays will be well attended."
One of the regulars will be 34-year-old DJ Simon Hirst, host of the weekday breakfast show, Hirsty's Daily Dose, on Galaxy radio, which has 600,000 listeners.
He says he's got so much "man-slap" at home that he can hardly get into his bathroom and it's down to his mum, Joyce, who is in her late 50s and looks amazing. "Getting up at 6am takes its toll so I have followed my mum's example and try to look after myself by going to the gym, using creams and having regular treatments at VIPs.
"I don't look in the mirror all the time or consider myself vain but grooming is important to me.
"My message to other blokes is that you don't have to lose your masculinity to look after yourself properly."
He says having regular massages help him feel more positive and image is important because ultimately "the product you are selling is you."
The next male grooming day at VIP is on Sunday, January 31 from 11am to 4pm. To book call 01422 384329.
He says he’s got so much “man-slap” at home that he can hardly get into his bathroom and it’s down to his mum, Joyce, who is in her late 50s and looks amazing. “Getting up at 6am takes its toll so I have followed my mum’s example and try to look after myself by going to the gym, using creams and having regular treatments at VIPs.
“I don’t look in the mirror all the time or consider myself vain but grooming is important to me.
“My message to other blokes is that you don’t have to lose your masculinity to look after yourself properly.”
He says having regular massages help him feel more positive and image is important because ultimately “the product you are selling is you.”
The next male grooming day at VIP is on Sunday, January 31 from 11am to 4pm. To book call 01422 384329.
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Tuesday 07 February 2012
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