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Every guy entertains the notion of being a man of mystery and international intrigue. And the fact of the matter is, he really can be—at least in terms of approaching him effectively for skin care services. Stereotypes both new and old can get in the way when targeting a male clientele, and professionals need to sweep away these misconceptions in order to reach the huge potential of the male market.
The myth of Superman
Men like to feel manly, and for decades now they have spurned skin care services because they’ve heard their skin is tougher than female skin. And they’re mostly right, but this toughness only goes so far.
It’s true the dominance of testosterone in the male metabolism stimulates collagen production while estrogen decreases collagen synthesis. A man’s skin is on average 25% thicker and more resilient than that of a woman his age. This contributes to the long-held cultural stereotype that men age more gracefully than women, even though the wrinkles men eventually get will tend to be deeper and more severe than a woman’s lighter damage.
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