Image-conscious men splurge on cosmetics

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Men want to look pretty. And are willing to splurge on good looks too. So much so that they are giving a tough competition to their fairer counterparts. A survey conducted by the Associated Chambers of Commerce and Industry of India (Assocham) states that men spend more on cosmetics than women. According to the survey, youngsters between the age group of 16-21 years, there has been 35-40 per cent hike in the monthly expenses of men on cosmetics. So what makes the macho men come out with heavy cosmetics shopping bags and lighter pockets?
“Because there is no rule that men can’t use cosmetics. Is there? We are also very much concerned about our looks and appearances. It’s all about keeping yourself presentable and I guess there’s no harm in taking care of onesself,” says 26-year-old Karan Bhaskar, who works at Digital online Solution.
No wonder more and more actors like Shah Rukh Khan, Shahid Kapoor, John Abraham and many more are endorsing men cosmetics brands.
Aleemuddin Siddiqui, a PR professional confesses that he spends almost half of his monthly salary on skin and hair care products. “Men always buy expensive products. They don’t go for hit and trial methods like women. Men are very careful about what products they use on their skin and hair. Mac, Jack Black and Lancome are some of the high end famous men’s brands and their range starts from `3,000 to 8,000 per product. Though there are some relatively cheaper brands also like Lakme, Neutrogena and Loreal,” says Aleemuddin.
When it comes to products like moisturisers and sunscreens Rohit Singh, a fashion design student, insists that men need these more than women. “We are out in the sun all day. Literally on the street and by the end of it, thanks to pollution and sun, our skin gets tanned and sticky. Therefore, many of my friends and I use masks. There are not many men’s products in the market, so we sometimes opt for women’s range also,” adds Rohit.
“I go for regular massages as well as manicure and pedicure which include nail care treatment products from Bio Sculpture India like Cuticle Oil and Nail Vitamin Dose. I easily spend anywhere between `3,000 to 4,000 per sitting,” adds Karan.
Not just manicure, pedicure and nail treatment, men are opting for many skin and hair treatments. Be it Botox, hair removal, beard shaping, skin shining and lighting or other skin treatments, men are game for experiments,” says consultant dermatologist Indu Tolani.
“If till five years back I used to get two to three male clients compared to 50 women per month, now I am getting 30 to 40 male clients per month. Earlier, convincing a man to go for a sunscreen was a task but now they themselves ask for which night cream, foot cream, wrinkle cream would suit them,” says Indu.
Dr Deepali Bhardwaj, consultant dermatologist and medical director, The Skin and Hair Clinic cannot agree more. She adds, “The age group is vast range from 21-61 in men. In last one year itself the increase has definitely been 25-30 per cent. I would hate to admit but spending power is much higher in menthan women as they don’t need to ask anyone or explain anyone even in young boys so hence, they are definitely the clientele which don’t seek discounts but only efficacy.”