Male vanity
With the demand for specific products, the cosmetics market adapts to its new customers: men!
About 10 years ago, one in every 100 Brazilians started using some type of cosmetic to delay aging. The new male generation has lost the prejudice that men don't use beauty products. For them, appearance care and hygiene are determining factors for professional success." The sentence above is from one of the greatest vanity experts in Brazil, João Carlos Basílio da Silva, president of ABIHPEC (Brazilian Association of the Personal Hygiene Industry, Perfumery and Cosmetics) and describes the recent breaking of social taboo, where only women could be vain.
In the last five years, the Brazilian men's cosmetics market has grown by more than 200%, reaching revenues of around R$1,6 billion in 2006. The country currently occupies fourth place in the global sector ranking. Perfumes and colognes are still the segments preferred by consumers, but there is a growing trend in hair products and moisturizing creams.
Such numbers make it clear that men have become a potential audience for the beauty industry. According to Anna Pegova's marketing director in Brazil, Maya Maalouf, the company has been dedicated to manufacturing specific products for men's skin for 20 years, "as they have thicker skin, have more sebaceous glands and, therefore, require formulations adapted".
Dermatology specialist from the Brazilian Society of Dermatology and member of the American Academy of Dermatology, Dr. Denise Steiner, explains that male skin is thicker, oily and has a greater amount of hair due to hormonal differences. "The care is the same. The skin must be cleansed twice a day, in cases of oily skin you must use products that regulate sebaceous production, adhere to the use of sunscreen and carry out anti-aging treatments."
Just as women complain about shaving, many men complain about shaving. "The hair protects the skin and the act of shaving works like a massage that prevents aging. It provides a good appearance and a feeling of well-being. However, it is an aggressive process, especially if carried out inappropriately or with poor quality products All steps are important, from skin preparation to finishing", advises Steiner.
A well-groomed beard must begin with careful cleaning, rinsing and drying the area well. The shaving product, also suitable for your skin type, serves to soften the hair, making it easier for the blade to glide and reducing skin irritation. The cut must always be made in the direction of growth to avoid injuries and it is important that the blade is in good condition. Another tip is not to use formulations that contain alcohol. Cold chamomile tea compresses and lotions or creams can soothe irritations and soothe the skin.
"In addition to basic care with sun exposure, good nutrition and physical exercise, men rely on numerous cosmetics to help look after their appearance, with anti-aging active ingredients that can and should be used, such as: acids, antioxidants and neurocosmetics. Care Special treatments such as peeling, fillers, botulinum toxin, plastic surgery, among others, are also interesting for smoothing out furrows, deep wrinkles and achieving other aesthetic goals", concludes the specialist.
Specific male skin problems
Acne
Acne is caused by clogging and inflammation of pores and leads to the appearance of blackheads, pimples and even scars. There are specific products for cleaning, treatment, drying gel and even medicine, but they must all be prescribed by a dermatologist. Tips:
Do not squeeze blackheads and whiteheads. This only favors inflammation and the formation of cysts and lumps.
Avoid excessive exposure to the sun, which only makes acne worse. The burned skin becomes thicker and this makes it easier for the pores to become clogged.
Be careful with your diet. Try to eat more fruits, vegetables and legumes and make little use of creamy or fatty foods (fried foods, mayonnaise, cream, etc.).
Allergies
Allergy is related to both individual predisposition and the number of products used on a daily basis. The skin may become red, scaly, with a reddish lump and itchy. Allergic reactions can be very diverse, from hives, peeling, wounds, among others. Persistent redness and itching should be carefully evaluated by a specialist doctor.
* Article originally published in the magazine The Cape #13 – May 2008
