May 1st, 2012

Dude, Pass the Exfoliator

By Elizabeth Holmes
Wall Street Journal

Matt Anderson was hanging out at a L’Occitane store in Washington, D.C., one afternoon, waiting for a friend’s wife to finish shopping, when a saleswoman gently suggested his face and shaved head would benefit from some moisturizer.

Mr. Anderson, a 37-year-old with a beard who manages a team of international disaster-response volunteers for the American Red Cross, had never used a facial skin-care product before, much less one from Provence. But “on a lark,” he says, he bought the Verdon Energy Face Moisturizer and soon found he liked it enough to use it twice a day.

Perhaps there was a time when moisturizing wasn’t “macho,” Mr. Anderson says. “If anything went beyond Old Spice, or if it got too poofy, you would kind of be laughed at. Now, there are so many products.”

Men’s grooming has gone mainstream. Male skin care is one of the beauty industry’s fastest-growing sectors, with more men adopting a grooming regimen, alongside exercise and eating right, as a component of healthy living.

Read more: http://professional.wsj.com/article/SB10001424052702304811304577365902173161004.html

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