David L.
Ben
Franklin: “Only a virtuous people are capable of freedom. As nations
become corrupt, they have more need of masters.”
-----Original Message-----
From: [EMAIL PROTECTED] [mailto:[EMAIL PROTECTED]On Behalf Of Charles
Sent: Thursday, January 01, 2004 3:52 PM
To: 'The Sandbox Discussion List'
Subject: [Sndbox] You Won't Believe What Men Do in PrivateYou Won't Believe What Men Do in Private
Men are pampering themselves, specifically with skin products that exfoliate, rejuvenate, and even moisturize. They're buying special soaps and lotions and eye creams. And even if they aren't yet flaunting it, they don't seem too embarrassed by it either.
A lot of men are doing this. So many, in fact, that they have boosted sales of men's toiletries 4 percent to $1.3 billion. This is notable because sales of such items have been flat since 1996, according to Mintel Reports.
USA Today says it's not just rich guys and metrosexuals who are fueling this trend. It's mostly Joe Average. He slips into the discount store or drugstore and not only buys razor blades and shaving gel, but also a special soap that removes all that dead skin or a revitalizing lotion that moisturizes his skin. CVS just added a line of British products called XCD (that's pronounced "exceed") that are a combination of skin care and cosmetics. And this leading drugstore chain couldn't be happier: USA Today reports that men's product sales are up double digits this year.
Why do guys suddenly care about such things?
- Rise of the Metrosexual : A metrosexual is a straight, urban male who is eager to embrace and even show off his feminine side, especially when it comes to expensive haircuts, designer suits, and $40 face cream. And thanks to a certain type of male celebrity (read: David Beckham, Justin Timberlake, and Ben Affleck), it's now cool for a man to own 43 pairs of Bruno Magli shoes, wear moisturizer, and paint his nails. He stops at the Clinique counter and purchases products--for himself. But unlike years past, he can do all this and still be considered manly. THAT is what the metrosexual revolution is all about.
- It's Only $6:
If the Clinique counter in department stores were the only place to buy men's products, men's skin would not be moisturized. Enter CVS, Wal-Mart, and Target into this booming market and the price is suddenly right. USA Today says men's products sell on average in department stores for $20 and up. The new mass retail items go for a more wallet-friendly $6.
- Manly Men Sell It:
Put Miami Dolphins' Jason Taylor in a Neutrogena ad and guess what? Guys realize it's okay to buy the stuff. The ads also do more than exude a testosterone-fueled image: They also tell the guys how to use the products. That's essential because most of them have no clue--or anyone to ask and still keep up that manly man image.Charles Mims
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