SMOOTH MOVES: HAIR HEROES: - Beauty Magazine
SMOOTH MOVES: HAIR HEROES: - Beauty Magazine
SMOOTH MOVES: HAIR HEROES: - Beauty Magazine
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
einInMen<br />
MARCH 2010<br />
A <strong>Beauty</strong> <strong>Magazine</strong> Male Grooming Supplement<br />
<strong>SMOOTH</strong><strong>MOVES</strong>:<br />
three steps to a<br />
better shave<br />
<strong>HAIR</strong><strong>HEROES</strong>:<br />
celebrity styles and<br />
how to get them
*Gross Media Value
ReinInMen<br />
MARCH 2010<br />
A <strong>Beauty</strong> <strong>Magazine</strong> Male Grooming Supplement<br />
ReininMen:contents<br />
WELCOME<br />
<strong>SMOOTH</strong> <strong>MOVES</strong>:<br />
three steps to a<br />
better shave<br />
<strong>HAIR</strong> <strong>HEROES</strong>:<br />
celebritystyles and<br />
how to get them<br />
ReininMen<br />
EDITORIAL<br />
March2010<br />
Editor<br />
Cara Whitehouse<br />
email: Cara@<strong>Beauty</strong>-<strong>Magazine</strong>.co.uk<br />
Tel: 020 7534 7211<br />
<strong>Beauty</strong>-<strong>Magazine</strong>.co.uk/blog<br />
Editorial Coordinator<br />
Gemma Huckle<br />
email: Gemma@<strong>Beauty</strong>-<strong>Magazine</strong>.co.uk<br />
Tel: 020 7534 7237<br />
Group Editor<br />
Carolyn Scott<br />
email: Carolyn@<strong>Beauty</strong>-<strong>Magazine</strong>.co.uk<br />
Tel: 020 7534 7212<br />
Contributor<br />
Lee Kynaston<br />
Designer<br />
Tony Gummer<br />
Advertisement Director<br />
Carrie Culbertson<br />
email: Carrie@<strong>Beauty</strong>-<strong>Magazine</strong>.co.uk<br />
Tel: 020 7534 7215<br />
Publishing Director<br />
Paul Beard<br />
email: Paul@<strong>Beauty</strong>-<strong>Magazine</strong>.co.uk<br />
Tel: 020 7534 7236<br />
Head of Client & Education Training<br />
Lesley Johnson BSc MRPharmS<br />
Chief Executive<br />
Felim O’Brien<br />
Published by<br />
Communications International Group,<br />
Linen Hall, 162-168 Regent St, London,<br />
W1B 5TB<br />
Tel: 020 7434 1530 Fax: 020 7437 0915<br />
E-mail: info@<strong>Beauty</strong>-<strong>Magazine</strong>.co.uk<br />
www.<strong>Beauty</strong>-<strong>Magazine</strong>.co.uk<br />
Subscription & Circulation enquiries<br />
The National Pharmacy Database,<br />
Precision Direct Marketing, Precision House,<br />
Bury Road, Bury St Edmunds, IP30 9PP<br />
Tel: 01284 718912; Fax: 01284 718920<br />
E-mail: subs@precisiondm.com<br />
No part of this publication may be reproduced without the<br />
written permission of the publishers. Published under licence<br />
by Communications International Group Ltd. © Groupe<br />
Eurocom Ltd. Repro by TSS Digital, Margate. Printed by Grange<br />
Press, Sussex. Unbranded pictures www.istockphoto.com.<br />
Some editorial photographs in this issue are courtesy of the<br />
companies whose products feature. The Publishers accept no<br />
responsibility for any statements made in signed contributions<br />
or in those reproduced from any other source, nor for claims<br />
made in any advertisement. <strong>Beauty</strong> <strong>Magazine</strong> is available on<br />
subscription to individuals who do not qualify within the terms<br />
of the controlled circulation. UK £70 US$185 €135.<br />
It’s long been cited as one of beauty’s fastest growing<br />
sectors – and although the groom boom of the early<br />
Noughties has slowed pace of late, the male market<br />
is continuing to thrive. Ironically, pressure on the jobs<br />
market and fear of redundancy or being passed over<br />
for promotion has encouraged guys to invest in their<br />
appearance. Cosmetic procedures on men have risen<br />
by a whopping 21 per cent – and consequently,<br />
interest in products on your shelves is growing too.<br />
Arguments continue to fly about whether men’s<br />
regimes are set to become as expansive as women’s, or whether blokes simply<br />
want a handful of essentials to do the job. But either way, if Superdrug’s recent<br />
survey – which found that men now spend longer getting ready than women –<br />
is anything to go by, it’s clear that guys take their grooming seriously.<br />
Make sure your aisles are stocked with the basics (and a few of the<br />
trailblazers) and that you’re ready to help guys spend their money at your<br />
tills. Because although they’d like to have us believe they’re not that vain, the<br />
evidence clearly shows otherwise!<br />
Cara Whitehouse, Editor<br />
CONTENTS<br />
4 Smooth moves<br />
Help guys get the best shave<br />
8 Hair flair<br />
Star styles and products<br />
to achieve them<br />
12 About face<br />
Selling skincare to men<br />
14 Scents of style<br />
Fragrances for the fellas<br />
16 Body work<br />
Six of the best men’s<br />
body buffers<br />
4<br />
Smooth<br />
operator<br />
Getting<br />
the look<br />
8<br />
A Communications<br />
International Group<br />
publication<br />
GROOMING GURU:<br />
Lee Kynaston is <strong>Beauty</strong> <strong>Magazine</strong>’s grooming<br />
expert. Online grooming editor of MensHealth.co.uk<br />
and Mankind, Lee has also written for men’s mags<br />
and national newspapers, as well as writing his<br />
own blog at GroomingGuru.co.uk. In this year’s<br />
Rein in Men supplement, he reports on the skincare<br />
market’s movers and shakers, breaks down how<br />
guys can get the best shave and sniffs out the best<br />
fragrance recommendations.<br />
14<br />
Scents<br />
of style<br />
03
ReininMen:shaving<br />
When it comes to male<br />
grooming, no single act is<br />
more important (nor as<br />
fraught with danger) than<br />
the daily shave. No wonder,<br />
then, that men are always<br />
on the look out for tips,<br />
tricks and products to make<br />
the whole process faster,<br />
smoother and less painful.<br />
What’s more, a Mintel<br />
survey revealed that having<br />
a clearer understanding<br />
about products and their<br />
benefits was the number<br />
one trigger to persuading<br />
purchase too. So, with that<br />
in mind, here are a few tips<br />
worth passing on, along<br />
with a selection of products<br />
to ensure that every shave is<br />
a smooth one.<br />
<strong>SMOOTH</strong><br />
OPERATOR<br />
When it comes to shaving,<br />
knowledge is power. Mankind’s<br />
LEE KYNASTON has these<br />
before, during and after tips for<br />
the perfect shave. Result? A<br />
closer shave for the customer<br />
and better sales for you!<br />
04<br />
Golden rule No 1: When it comes to a great shave, preparation is everything. Wetting<br />
the stubble and allowing it to soften and expand for two minutes can reduce the force<br />
needed to slice it by up to 70 per cent. Massaging a shaving gel, foam or cream into<br />
the skin with the fingertips helps too, by ensuring stubble is properly covered. Here<br />
are a few pre-shave essentials…<br />
L'ORÉAL PARIS MEN EXPERT HYDRA SENSITIVE FACE WASH – Using a face<br />
wash before shaving doesn’t just get skin squeaky clean, it also removes any oil from<br />
stubble, allowing hair to absorb water and making it easier to cut. This one’s extra<br />
gentle – just what men need before shaving.<br />
GILLETTE SERIES THERMAL FACE SCRUB – Face scrubs are one of the best<br />
pre-shave products around. Used before shaving, they help remove blade-clogging<br />
dead skin cells while also helping to lift stubble, making cutting easier and preventing<br />
in-grown hairs. This one even heats up to help open pores and remove embedded<br />
grease and grime.<br />
SIMPLE FOR MEN SOOTHING SHAVE GEL – Gels and foams provide the perfect<br />
‘cushion’ between skin and blade. One made for sensitive skin is a great insurance<br />
policy against irritation.<br />
KING OF SHAVES ALPHAOIL SUPERCOOLED MENTHOL SHAVING OIL – Oils<br />
are especially good for guys who sport facial hair as they allow you to see where<br />
you’re shaving. They can also be used underneath foams and gels for extra glide.
ReininMen:shaving<br />
The three biggest mistakes men make when shaving are: not changing<br />
their blades often enough, shaving against the direction of hair growth<br />
(which can lead to snagging and razor burn) and rushing the job! A good<br />
shave requires patience (short, gentle strokes are best) as well as the right<br />
tools for the job. Speaking of which….<br />
WILKINSON SWORD QUATTRO TITANIUM PRECISION RAZOR –<br />
A grooming tool that doesn’t just deliver a great shave but trims facial hair<br />
and tidies sideburns too. No wonder it picked up the 2009 Men’s Grooming<br />
Product of the Year prize.<br />
GILLETTE FUSION GAMER POWER RAZOR – More blades mean that<br />
fewer strokes with the razor are required to get the job done – and that<br />
means less potential for irritation. This battery-powered bestseller has five!<br />
KING OF SHAVES AZOR M – The new kid on the block is already<br />
gathering fans thanks to its competitive price point and novel design. This<br />
latest, more premium version aims to offer an even better shave than its<br />
predecessor thanks to its weightier metal handle, slimmer blade cartridge<br />
and added ‘trim guides’.<br />
BIC COMFORT 4 – Even disposable razors offer advanced technology<br />
these days. This new launch from BiC features four spring-mounted blades<br />
in a pivoting head, as well as a non-slip grip and large lubricating strip<br />
with aloe vera and vitamin E.<br />
DID YOU KNOW?<br />
The average man will shave<br />
approximately 20,000 times<br />
during the course of his life.<br />
Shaving actually removes the top layers of skin<br />
and causes microscopic abrasions, so the use of<br />
a post-shave product to soothe, calm and repair<br />
skin is essential. For customers with sensitive<br />
skin, unfragranced products tend to be best.<br />
Applied straight after shaving, they should be<br />
gently massaged in with the fingertips.<br />
CLINIQUE POST-SHAVE SOOTHER (BEARD<br />
CONTROL FORMULA) – Not only does this<br />
balm soothe irritated skin, it also contains an<br />
ingredient that works to slow down hair growth,<br />
making shaving easier.<br />
NIVEA FOR MEN SENSITIVE POST SHAVE<br />
BALM – Nivea’s bestselling balm is perfect for<br />
soothing irritation after shaving and contains<br />
ingredients to help reduce redness and kickstart<br />
skin’s healing process.<br />
L'ORÉAL PARIS MEN EXPERT HYDRA<br />
ENERGETIC POST-SHAVE BALM – A dual<br />
action balm that cools skin, reduces irritation<br />
and also helps skin fight the signs of tiredness<br />
and fatigue.<br />
TEND SKIN IN-GROWING <strong>HAIR</strong> SOLUTION –<br />
Prevents and protects skin against painful<br />
in-grown hairs (where curly hairs grow back into<br />
the skin, causing bumps and inflammation).<br />
ELECTRIC DREAMS<br />
While roughly three quarters of men<br />
prefer a wet shave, that still leaves a sizable<br />
chunk of men who prefer electric shavers –<br />
and a market worth over £80 million. Here are<br />
a few dry shave essentials…<br />
LAB SERIES ELECTRIC SHAVE SOLUTION –<br />
Many men who dry shave forget that stubble<br />
still needs preparation. A pre-shave solution<br />
like this helps lift hair in readiness for cutting<br />
while also soothing and refreshing skin.<br />
BRAUN SERIES 3 WET & DRY SHAVER –<br />
A foil shaver with the advantage that it can<br />
be used in the shower too.<br />
PHILIPS NIVEA FOR MEN COOLSKIN<br />
ROTARY SHAVER –<br />
A bestselling shaver that delivers a soothing<br />
conditioner as it goes to work to ensure a<br />
smooth shave.<br />
REMINGTON CONNECTOR –<br />
Perfect for men who want stubble or a<br />
beard rather than to be clean-shaven, this<br />
novel trimmer can even be charged from<br />
a computer USB port!<br />
05
Our first brush-in<br />
hair colour from<br />
L’Oréal Paris,<br />
designed for men<br />
NEW
L'Oréal Paris, worldwide number<br />
1 in hair colour*, introduces its<br />
first brush-in male hair colourant,<br />
Men Expert Excell 5’.<br />
BRUSH-IN <strong>HAIR</strong> COLOUR<br />
MINUTES<br />
NEW Excell 5’ is an innovation that combines L’Oréal<br />
Paris’ in-depth knowledge of male grooming with<br />
extensive hair colour expertise. Formulated especially<br />
for men, it puts the ‘pepper’ back into his ‘salt and<br />
pepper’, blending away grey with natural-looking results.<br />
1<br />
Away with the grey!<br />
EASY: Thanks to its Easy-Brush applicator, Excell 5’ is<br />
extremely easy to apply. All it takes is a few brush<br />
strokes to apply the colour.<br />
PRECISE: Either zone in on the greys (e.g. temples) or<br />
apply all over; the brush allows a targeted application.<br />
2<br />
Don’t forget to be colour safe<br />
www.becoloursafe.com<br />
QUICK: The ammonia-free gel cream takes 5 minutes **<br />
to develop and should then be washed off with your<br />
normal shampoo.<br />
NATURAL-LOOKING: Excell 5’ overlays the natural colour<br />
of the hair for a natural-looking effect, rather than<br />
‘helmet-head’ coverage. It blends away in up to 28<br />
washes, leaving no warm tones as it fades.<br />
**For shades 2 & 3, leave to develop for 10 minutes for best results.<br />
Christophe Robin, L’Oréal Paris’ hair colour<br />
expert, gives his advice on how men should<br />
choose their shade:<br />
■ People tend to think that their hair colour is darker than it<br />
really is, so always recommend the lighter of two shades.<br />
■ If they have a lot of grey, suggest a shade that’s two<br />
tones lighter than their natural colour.<br />
■ If they have a small amount of grey, choose a shade<br />
that’s one tone lighter than their natural colour.<br />
■ The Excell 5’ result is subtle, so it will blend in with their<br />
natural colour and won’t look radically different.<br />
L’Oréal Paris Excell 5’ is available in 6 natural-looking shades: RRP £6.99 / €10.99<br />
2.<br />
Natural<br />
Black<br />
Natural Very<br />
3. Dark Brown<br />
Natural<br />
4. Dark Brown<br />
Natural<br />
5. Brown<br />
Natural<br />
6. Light Brown<br />
Natural<br />
7. Dark Blonde<br />
*AC Nielsen volume & value sales Jan-Dec 2008<br />
For more information visit www.lorealparis.co.uk
ReininMen:haircare<br />
<strong>HAIR</strong><br />
<strong>HEROES</strong><br />
What’s hot for hair in 2010, and<br />
which products can help guys<br />
get the look? BEAUTY MAG<br />
checks out what styles the<br />
stars are sporting<br />
COLIN FIRTH<br />
SOAP & GLORY FOR MEN<br />
BILLY WILD<strong>HAIR</strong>: Ruffled<br />
hair like Colin’s may seem<br />
effortless, but this look still<br />
takes some work! Soap &<br />
Glory’s hair sculpting putty<br />
offers strong hold, a touch of<br />
shine and a smooth finish. A<br />
pinch of product is all that’s<br />
needed to tidy hair, and it can<br />
be remodeled through the day.<br />
Paul Grover/Rex Features<br />
BEN SHEPHARD<br />
VOSENE FREQUENT<br />
ANTI-DANDRUFF SHAMPOO:<br />
No presenter wants<br />
to be upstaged by<br />
dandruff on his stylish<br />
suit. Fathers like Ben<br />
can get the best of<br />
both worlds with this<br />
shampoo, which<br />
features a gentle<br />
formula that’s<br />
suitable for children<br />
and will soothe flaky<br />
scalps to leave hair<br />
clean, soft and<br />
dandruff-free.<br />
ITV/Rex Features<br />
KEVIN PIETERSEN<br />
BRYLCREEM CREAM:<br />
With one of the fastest<br />
batting records in<br />
cricket, Kevin Pietersen<br />
needs strong hold on the<br />
field! This smooth cream<br />
provides a finish that’s<br />
neither glossy nor matte,<br />
while invisible hold<br />
allows for versatile<br />
remolding and<br />
restyling<br />
without<br />
making<br />
hair look<br />
overloaded.<br />
BRAD PITT<br />
08<br />
Picture Perfect/Rex Features<br />
JUST FOR MEN: Unless<br />
they want to give the game<br />
away like Brad, make sure<br />
your customers apply this<br />
ammonia-free formula to their<br />
hair and beard. The blend gets<br />
to work in just five minutes<br />
and targets only<br />
the grey strands<br />
for a natural<br />
finish. Vitamin E,<br />
chamomile,<br />
protein and aloe<br />
also help to leave<br />
hair thick and<br />
healthy.<br />
JLS<br />
David Fisher/Rex Features<br />
BABYLISS FOR MEN EASY CUT CLIPPER:<br />
With regular TV appearances, the band<br />
needs to easily maintain their simple,<br />
sharp and stylish hair. Customers<br />
after similarly cropped styles can<br />
DIY with this clipper. Its ‘palm grip’<br />
design is easy to use and the unique<br />
rotary blade cuts in any direction for<br />
an even length all over.
TRUST FOR MEN<br />
JUST FOR MEN, THE WORLD’S No.1 <strong>HAIR</strong>COLOUR<br />
IS TRUSTED BY MORE MEN THAN ANY OTHER BRAND<br />
Just For Men <br />
<br />
Just For Men <br />
<br />
<br />
Just For Men <br />
<br />
Just For Men <br />
<br />
0208 680 2711<br />
uk.justformen.com
GET ENERGISED<br />
Working hard and playing even harder can leave men’s skin looking tired, lack lustre<br />
and in need of some TLC. For over 5 years, men have been able to ward off these<br />
visible effects with the original NIVEA FOR MEN Revitalising Moisturiser Q10.<br />
But now the UK’s market leader in men’s facial skincare is introducing 4 new<br />
products to join the fight and soothe stressed skin. New Revitalising Q10 range<br />
helps restore skin’s resistance and re-energise tired skin.
Over 2,500 bottles of the<br />
original NIVEA FOR MEN<br />
Revitalising Moisturiser Q10<br />
is sold every week!**<br />
Introducing the range<br />
The original<br />
Keeping men’s skin looking and feeling<br />
its best for over 5 years is the original<br />
NIVEA FOR MEN Revitalising<br />
Moisturiser Q10. The advanced formula<br />
in this daily moisturiser re-energises tired<br />
skin and gives sallow complexions a<br />
radiance boost. Plus, with vitamin E and<br />
UV filters the moisturiser protects skin<br />
from environmental effects.<br />
Revitalising Shave Gel Q10<br />
For a complete ‘ticks all the boxes’ shave<br />
gel, men can’t go wrong with the latest<br />
offering from NIVEA FOR MEN. Retaining<br />
all the benefits from its expert shaving<br />
formulation to create a close and<br />
comfortable shave to protect against<br />
irritation, the addition of Q10 also<br />
improves the condition of skin.<br />
Revitalising Double Action Balm Q10<br />
To complete the range, there is the Double<br />
Action Balm to soothe skin after shaving<br />
and re-energise the face. The light<br />
formulation is quickly absorbed into the<br />
skin and leaves long-lasting hydration<br />
throughout the day.<br />
Revitalising Face Wash Q10<br />
Perfect for the morning after the night<br />
before, this face formulation works to<br />
stimulate the skin and awaken senses.<br />
Containing exfoliating micro-particles, this<br />
face wash removes dirt and excess oil<br />
without drying out the skin as well as<br />
softens stubble to provide optimum shaving results.<br />
Revitalising Eye Roll-On Q10<br />
This easy and convenient grooming gadget<br />
replaces its cream predecessor to help reduce the<br />
appearance of dark circles and puffy eyes, which<br />
42 per cent of men claim to have!***<br />
The innovative light, cooling liquid gel formulation will help<br />
your male customers look like they’ve had a full night’s<br />
sleep, even when they’ve been up all night.<br />
* IRI, All Outlets 52 w/e 30 January 2010 ** IRI, All outlets 52 w/e 26 December 2009 *** <strong>Beauty</strong> <strong>Magazine</strong>, January 2010
ReininMen:skincare<br />
SKINVESTMENT<br />
PORTFOLIO<br />
There may be more skincare products for<br />
men out there than ever before, but as<br />
Mankind’s LEE KYNASTON discovers, a<br />
man’s grooming regime can be as simple<br />
– or as complicated – as he likes<br />
12<br />
The men’s facial skincare market,<br />
worth in excess of £55 million, is<br />
one of the most exciting and<br />
dynamic in the male grooming sector, with<br />
just about every type of man – young or<br />
old, expert or newbie – catered for. It’s a<br />
market characterised by segmentation – 10<br />
years ago, one moisturiser might have<br />
fitted all, but now there are products for all<br />
types of skin and all ages. Last year saw a<br />
focus on anti-ageing products and this<br />
area of the market is by no means<br />
exhausted, especially with a youthful<br />
appearance still crucial in the fragile job<br />
market. This year’s launch of Lab Series<br />
Max LS Age-Less Face Cream is very much<br />
proof of the continuing interest in wrinkle<br />
busters for guys.<br />
There’s also an increasing focus on<br />
‘instant fix’ products as time-poor men<br />
demand ever-faster solutions to niggling<br />
grooming concerns like oiliness, uneven<br />
skin tone and blemishes. ‘Perfection’ is a<br />
key word, too, with products that mattify,<br />
even out skin tone and ‘blur’ imperfections<br />
leading the way.<br />
Driving the market right now, though, is<br />
novel ‘delivery systems’ with a raft of<br />
products using things like rollerballs to<br />
help ingredients reach the skin – and<br />
capture male customers’ imaginations.<br />
One footnote to all this, though – with<br />
this year seeing the launch of Imedeen’s<br />
first anti-ageing skin supplement for men,<br />
you have to wonder whether in the future<br />
all male skincare (in fact, all skincare full<br />
stop) will be in pill form. With one<br />
Biotherm study showing that a very scary<br />
82 per cent of men still aren’t using<br />
skincare products like moisturisers, maybe<br />
pill-popping is the future?<br />
The Lazy<br />
Boy’s guide<br />
to skincare<br />
An effective daily grooming routine doesn’t have to be complicated<br />
or cost the earth. In fact, it can consist of as little as three simple<br />
steps: cleanse, shave, protect. With men’s skin oilier than women’s,<br />
cleansing is especially important, while moisturisers are essential<br />
for skin comfort and to guard against premature ageing. Here are<br />
some skincare basics that’ll benefit any man…<br />
BULLDOG FACE WASH – Thanks to their alkalinity, soaps can<br />
be harsh on skin, so a good face wash should be the basis of<br />
his routine. This one uses natural ingredients and is free from<br />
parabens, sodium laureth sulfate and synthetic fragrances.<br />
NIVEA FOR MEN OIL CONTROL FACE WASH – A special<br />
grease-busting facial wash that’s perfect for<br />
customers worried about that annoying shine.<br />
GILLETTE SERIES PRESHAVE FACE SCRUB –<br />
Scrubs don’t just remove dead skin cells and<br />
brighten the complexion, they benefit shaving<br />
by lifting stubble and preventing in-grown hairs.<br />
This one has skin-soothing aloe vera too.<br />
L'ORÉAL PARIS MEN EXPERT PURE & MATTE<br />
DEEP EXFOLIATING GEL WASH – A face wash<br />
and scrub combined, this dual action gel is the<br />
perfect way to start any man’s grooming routine.<br />
OXY POST SHAVE REPAIR BALM – Oily skin still<br />
needs moisturising. This new balm is designed to<br />
rehydrate while also helping to heal tiny shaving<br />
nicks and fight spots.<br />
GILLETTE SERIES AFTER THE SHAVE SPF 15<br />
MOISTURISER – Not only does this moisturiser<br />
keep skin soft, supple and hydrated, its built-in<br />
sunscreen guards against premature ageing too.
13<br />
ReininMen:skincare<br />
The Keen<br />
Bean’s<br />
guide to<br />
skincare<br />
These days, it’s not just grooming<br />
aficionados who are dabbling with more<br />
advanced skincare products – experimental<br />
teens and curious dads are too. So for<br />
customers who want to go beyond the<br />
basics, here are some great specialist<br />
products that take grooming to a whole<br />
new level!<br />
CLINIQUE SKIN<br />
SUPPLIES<br />
FOR MEN<br />
NON-STREAK<br />
BRONZER – An<br />
easy to use gel that<br />
turns the pastiest<br />
of fellas into a<br />
‘bronze age man’!<br />
NIVEA FOR MEN REVITALISING Q10 EYE<br />
ROLL-ON – An anti-ageing eye gel<br />
whose rollerball delivery system will<br />
appeal to gadget-junkies and grooming<br />
connoisseurs alike.<br />
BIOTHERM HOMME POWER BRONZE<br />
CONCEALER – The perfect weapon<br />
against dark circles. Men who are still<br />
scared of concealers don’t know what<br />
they’re missing!<br />
LAB SERIES PURIFYING CLAY<br />
MASK – A deep cleansing mask for<br />
men that’s on and off in just five<br />
minutes. Especially good for<br />
customers trying to manage oily or<br />
spot-prone skin.<br />
GIVENCHY MISTER EYEBROW,<br />
EYEBROW FIXING PENCIL – A<br />
metrosexual must-have, this soft wax<br />
pencil is the perfect way to slick<br />
down errant eyebrows and give them<br />
shape and definition.<br />
L'ORÉAL PARIS MEN EXPERT HYDRA<br />
ENERGETIC TURBO BOOSTER<br />
MOISTURISER – For men wanting a<br />
moisturiser that delivers more than<br />
moisture, this fatigue fighter is perfect,<br />
giving tired skin an instant wake-up call.
ReininMen:fragrance<br />
The fragrance<br />
market might<br />
be saturated,<br />
but that doesn’t<br />
mean it’s boring<br />
or that there<br />
isn’t something<br />
for everyone, as<br />
Mankind’s LEE<br />
KYNASTON<br />
finds out<br />
SNIFFING<br />
OUT A<br />
MATCH<br />
14<br />
The past few years might have seen tough<br />
times economically but by all accounts,<br />
the fragrance industry has weathered the<br />
storm pretty well – though according to<br />
research company Euromonitor, the UK<br />
market is now pretty much saturated.<br />
Ironically, given the economic<br />
circumstances, the company believes<br />
that the recession has spawned a new<br />
type of customer – one who’s willing to<br />
spend premium prices for premium<br />
fragrances (ie, the type of customer<br />
willing to pay £110 for one of Tom<br />
Ford’s Private Blend fragrances).<br />
Most of the action of late, though, has<br />
focused on existing brands launching<br />
different takes on tried and trusted<br />
fragrances (Davidoff launched Hot Water<br />
rather than a completely new fragrance,<br />
for example). “Variations on a theme<br />
play out really well,” says Richard<br />
Sawyer, global spokesperson for<br />
Aramis & Designer Fragrances. “Taking<br />
a classic and reinventing it can give a<br />
fragrance a new and vibrant twist.”<br />
If you want to see this in action, check<br />
out Aramis’s very own Cool Blend.<br />
He also believes there’s been a return to<br />
the classics in the past year or so, as<br />
customers retreat to what they know,<br />
rather than spend on something they’re<br />
unfamiliar with. But he sees another trend<br />
developing too. “People are increasingly<br />
seeking out the cool and the retro and<br />
fragrance is very much a mirror of the<br />
trends in fashion and the environment we<br />
live in,” he says.<br />
Interest in aftershave is declining too.<br />
“Men are sporting facial hair for the first
ReininMen:fragrance<br />
For the fashion<br />
conscious…<br />
Stylish scents for label lovers:<br />
PACO RABANNE 1 MILLION –<br />
This Christmas bestseller is the<br />
scent of the moment and, thanks to<br />
its ingot-inspired bottle, fills the<br />
need for bling in trying times.<br />
COSTUME NATIONAL HOMME –<br />
This brand new fragrance from the<br />
uber-cool Italian fashion house is<br />
bursting with fresh, zesty notes,<br />
making it perfect for summer 2010.<br />
SEAN JOHN I AM KING – Few<br />
celebrity scents hit the mark in the<br />
men’s sector, but this complex and<br />
sophisticated number trades up<br />
beautifully, smelling like a<br />
connoisseur’s fragrance.<br />
ARMANI CODE – A famously sexy<br />
fragrance, with fresh notes of<br />
lemon softened by warm ones of<br />
guaiac wood and tonka bean.<br />
time in a generation,” he points out, “so<br />
have little need for aftershaves.” He also<br />
sees the trend for more fruit and floral<br />
notes in men’s fragrance continuing this<br />
year. “Men certainly don’t want to smell<br />
like a bouquet of flowers or a fruit basket,<br />
but sweeter, juicier notes are right up<br />
there in some of the biggest and most<br />
successful men’s fragrances from the last<br />
few seasons,” he says.<br />
Look out too for the continued interest in<br />
vetiver – a pungent grass root – as a base<br />
note in men’s fragrances following the<br />
boost it got from Tom Ford’s Grey Vetiver<br />
at the end of last year.<br />
The most exciting – and promising –<br />
development in men’s fragrances for me<br />
though has been the Lynx Bullet.<br />
Although a portable, pocket bodyspray<br />
rather than a premium scent, it must<br />
surely have an impact on the way<br />
fragrances in general are sold to men.<br />
After all, as well as being fun and clever<br />
it’s also fantastically practical. Maybe in<br />
the Bullet we’ve seen the future, and<br />
it’s…small!<br />
For Mr sporty...<br />
Fresh, sporty fragrances that are just as good on warm<br />
summer days as they are for gym bags:<br />
ARAMIS COOL – The latest variant of Aramis Classic<br />
adds lime and lemon peel to its notes to provide a<br />
crisper edge, making it perfect for sporty types.<br />
CHANEL ALLURE HOMME SPORT – Fresh as a daisy,<br />
this award-winning fragrance, with its sparkling top<br />
notes of orange and mandarin, has become something<br />
of a gym bag classic.<br />
CLINIQUE HAPPY FOR MEN – A superbly fresh and<br />
citrussy fragrance that’s light, crisp, clean and perfect<br />
for sporty types.<br />
BURBERRY SPORT FOR MEN – The just-released sport<br />
fragrance from Burberry eschews predictable citrus notes and opts for a woody,<br />
spicy effect instead.<br />
There’s been a return to the classics in the past year or<br />
so, as customers retreat to what they know, rather than<br />
spend on something they’re unfamiliar with.<br />
For the young,<br />
free & single…<br />
Cool and contemporary fragrances<br />
for fussy younger customers:<br />
CKFREE – Warm, woody and<br />
masculine without being old<br />
fashioned, this latest Calvin Klein<br />
number is perfect for a night on<br />
the tiles.<br />
LYNX TWIST BULLET – Dubbed<br />
‘pocket pulling power’, this<br />
dinky portable fragrance<br />
bodyspray has become a<br />
clubbing essential. Twist is<br />
the latest variant and is fresh<br />
and zingy.<br />
DIESEL ONLY THE BRAVE –<br />
A superbly wearable fragrance<br />
housed in one of the<br />
quirkiest bottles of the<br />
past 10 years.<br />
DAVIDOFF HOT<br />
WATER – Coty’s<br />
sexed-up ‘nighttime’<br />
companion<br />
to Cool Water is<br />
an sensual<br />
oriental<br />
fragrance that<br />
turns up the<br />
heat with notes<br />
of absinthe<br />
and red basil.<br />
For the<br />
classic gent…<br />
Sure-fire bets for customers after<br />
tried and tested masculine<br />
fragrances from big brands:<br />
CALVIN KLEIN ETERNITY<br />
FOR MEN – A Calvin Klein<br />
classic, this stylish and<br />
refreshing fragrance<br />
is fantastically<br />
wearable and dries<br />
down to a warm,<br />
woody base that<br />
features<br />
ingredient of the<br />
moment, vetiver.<br />
TOM FORD<br />
GREY VETIVER –<br />
Lauded by grooming editors<br />
(myself included) this ferociously<br />
masculine blend of oak moss,<br />
grapefruit and (of course) vetiver is<br />
smoky and seriously sexy!<br />
ARAMIS CLASSIC – Still going<br />
strong after 46 years in the biz, this<br />
warm, spicy fragrance practically<br />
defines the word ‘classic’.<br />
BOSS BY HUGO BOSS – Also<br />
known as ‘Boss Bottled’, this<br />
woody classic contains a veritable<br />
A to Z of masculine notes,<br />
including sandalwood, cedarwood<br />
and vetiver.<br />
15
OFTHE<br />
6BEST...<br />
BODYCARE<br />
PRODUCTS<br />
Who doesn’t want a buff bod? BEAUTY MAG picks out six of the best<br />
products on your shelves for guys who want a six pack…<br />
ORAL-B TRIUMPH<br />
WITH SMARTGUIDE<br />
Make sure he knows that<br />
scrubbing plaque off his pegs is<br />
an essential part of his bodycare<br />
routine too. With built-in wireless<br />
‘smart-technology’, this genius<br />
gadget will maximise his<br />
brushing sessions thanks to its<br />
five brushing modes and 3D<br />
technology. What’s more, it<br />
promises to remove up to twice<br />
as much plaque as a manual<br />
toothbrush, leaving gums<br />
healthy and teeth whiter!<br />
TRIPLE DRY<br />
Intense work-outs can mean embarrassing<br />
sweat patches and body odour – so<br />
recommend this hard-working deo. Its<br />
unique triple action formula promises to<br />
keep his pits sweat-free for up to 72 hours<br />
and even lasts after swimming and<br />
showering. The fragrance-free formula<br />
fights the bacteria that cause odour and<br />
irritation while conditioning ingredients<br />
leave skin soft and smooth.<br />
DEEP HEAT MAX STRENGTH<br />
Overdoing it at the gym will leave him feeling<br />
tender, achy and stiff – so he’s going to need some<br />
intensive therapy afterwards! Deep Heat’s<br />
counter-irritant formula gets to work rapidly to<br />
gently soothe sore muscles. He’ll also be pleased<br />
to know that the extra-light cream rubs in easily<br />
and won’t leave him feeling like a greasy chip!<br />
DOVE MEN+CARE BODY AND FACE WASH<br />
After a sweaty<br />
session on the<br />
treadmill or pumping<br />
iron he’s going to<br />
want a good lather all<br />
over, so recommend<br />
this 2in1 wash for his<br />
face and bod. Not<br />
only will it leave him<br />
feeling squeaky clean<br />
and refreshed but the<br />
‘micromoisture’<br />
technology,<br />
containing vitamins A and E, will ensure that<br />
any lost moisture in the skin is replaced.<br />
WILKINSON SWORD<br />
QUATTRO TITANIUM BODY<br />
Tell furry fellas who want to<br />
get their body hair into shape<br />
to give this gadget a go in the<br />
shower! The waterproof<br />
double-ended razor features<br />
a 24mm trimmer with<br />
protective comb to tackle<br />
thicker, longer body hair.<br />
Meanwhile, the four<br />
titanium-coated razor blades<br />
at the other end will give<br />
him a clean, more defined<br />
finish for anywhere he wants<br />
to be super-smooth!<br />
SURE MEN MAXIMUM<br />
PROTECTION<br />
As many as 14 per cent of<br />
people claim to be heavy<br />
sweaters – so make sure you<br />
hand this wetness and<br />
odour-fighting product to<br />
guys after a long-lasting<br />
antiperspirant. Harnessing<br />
‘trisolid’ technology, the 48<br />
hour formula builds a<br />
protective network across<br />
sweat glands to give up to 50<br />
per cent more protection than other deodorants<br />
while also caring for skin. The brand is so confident<br />
of its efficacy, it’s offering a money back guarantee.