Male vanity spurs development of skin care

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Marketers of men's products say many of their customers are prompted to pay attention to their skin by the women in their lives.

Matt Geis described himself as a typical guy, buying “whatever was on sale.” But when a former girlfriend didn't approve of his nonchalant approach to skin care, he tried several products and now uses a Nivea cleanser and moisturizer.

“I notice a difference. My skin is as smooth as can be,” said Geis, a 33-year old bartender in Greensboro, N.C. “People say my skin looks good.”

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Marketers say men still need to be coaxed to the beauty counter because they either don't believe or don't understand the products' benefits the way women do.

A large part of promoting cleansers, moisturizers and other facial products to men is education, said Rob Robillard, senior vice president of marketing for L'Oreal's L'Oreal Paris division. For example, one recent ad for an anti-wrinkle moisturizer in L'Oreal's new Men's Expert line explains that hydrating can fight wrinkles — hardly a news flash for women.

Robillard declined to say how much the company is spending to promote the new line, but it is running TV commercials on sports programs and print ads across various men's and sports magazines. Sampling at baseball stadiums is a major component of the strategy.

Sports tie-ins are also popular with other men's skin care products. One AVON catalogue featured NASCAR diver Kasey Kahne, while New York Jets quarterback Chad Pennington graced the cover of another.

Lilliana De Stefano, director of Fine Fragrances, Specialty Bath and Men's products at AVON, said the company opted for sports tie-ins because men relate to athletes and today's players are more polished-looking than ever before.

“These guys (sports figures) are really good looking. They are like movie and TV stars,” said De Stefano. “They're all dating hot models and are groomed like never before.”

Former professional football player Fred Barnett said he really starting paying attention to his grooming products in the early 1990s.

He was being interviewed on a TV show and “I was horrified by how I looked,” said the TV show producer and radio host.

Even though he is no longer in front of the camera, the 39-year old Philadelphia resident says he is constantly trying new products to keep a youthful appearance.

“I go through so many products,” he said.

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