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The Male Market

By Howard Murad, MD, and Jeff Murad
Posted: September 19, 2007, from the October 2007 issue of Skin Inc. magazine.

page 4 of 5

Traditional. Depending on his age, the traditional man is generally considered a non-skin care user, with the exception of soap, deodorant and shaving products. Once introduced to one or two products, usually through a female, however, he can become quite a loyal user as he begins to notice the quality of his skin improve.

Also important to note is that the traditional man is often more interested in health than beauty. For example, he will respond more to a product that will help “prevent skin cancer” than one that will “prevent spots.”

Age targets will further help to focus the best product or service to a male client. The following are three key age groups of men and some of their major skin care needs.

15–25. Acne on the face, chest and back are the most common concern for this age group. Their regimens should be kept simple—one to two products, starting with a cleanser and treatment. Deep-cleansing facials and back facials should be kept to a 30-minute time frame.

25–40. This age group is most interested in grooming and relaxation. These men look for ways to get a close shave and leave their skin soft and smooth. They are more open to eye treatments and sun protection products than their younger counterparts, as well as longer, more relaxing spa treatments.