Men’s health

Personal care is a part of everyday life: The cosmetic emancipation of man

Men’s cosmetics in transition
"Men’s cosmetics": The term alone has long evoked a smile or even resistance. This is because only a few people knew what this term actually entailed and it evoked an association of men who powder themselves and use eyeliner. Others considered cosmetic care for men as superfluous and “unmanly”. Men and cosmetics – they just didn’t go together.

Times have really changed. In answer to the question: “Is skin care suitable for a man?” The vast majority of men today would answer, “Yes, of course!”Men should be well groomed. For many, skin care is as common washing themselves daily. Not only are men using more and more cosmetics, they have their own, well-defined ideas that they act on more and more frequently. We are seeing an increasing number of male-specific series that are tailored to the needs of a man.

This development is largely based on a change in men’s attitudes towards themselves with regards cosmetics and personal care. Their own appearance has become important to them; at the same time they view themselves more and more critically. This trend has been reinforced by an increase in attractive male models in the media. These “role models” increase men’s demands in terms of their own bodies. While for 61.4% of men, their appearance “totally” important, the number of those who are satisfied with heir appearance has been steadily falling from 80% (1972) to 50% (1999). Many are prompted to use cosmetics by the desire to optimise their appearance.

Consultation and care. Appointments and care regarding men’s skin: 08171/389815