Male grooming goes mainstream

Sep 22, 2013 - Age Correspondent

The pressure to look well-groomed is no longer just confined to women. The number of young, urban men investing in skin care, including makeup, is on a steady rise. In this era, where competition in many aspects of life is fierce, it is no wonder that the modern man is paying more attention to his physical appearance. What more, women too are finding these metrosexual men more attractive.

The objective for using cosmetics is the same for men as it is for women — to get unperturbed self-confidence. In addition to having a
fashionable wardrobe and a good physique, having flawless skin or wearing makeup provides a great confidence boost. Makeup helps a man maintain a presentable image, which is perceived to be leading him to success in work and romance. The new phenomenon of cosmetic skincare for men is largely reinforced by women's approval of it. Grooming expert Priya says, “The number of male clients coming in for grooming has certainly increased. Many people have found a new level of confidence. They are spoilt for choice now as every cosmetic giant is launching a variety of skincare products exclusively for men.”

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