A new study says that mens’ cosmetics and grooming products are among the fastest-growing segments in the beauty industry. And the reason why business is booming is because the “M” word is never mentioned.

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An recent NPD Group study reported that sales of men’s facial skincare products grew 11% last year, compared to 2010. And thanks to creative marketers, convincing guys to wear makeup is no longer rocket science. The use of manly packaging and inventing phrases such as “facial fuel” and “urban camouflage” are proving to be effective in convining guys the these cosmetics are sufficiently manly. Los Angeles Times reports:
“There is a huge opportunity with men for facial skincare. The challenge is getting them involved and engaged,” said Karen Grant, vice president and senior global industry analyst, for The NPD Group. “Seventy-five percent of men ages 18 and up are not currently using facial skincare products. There is a feeling that facial skincare products are not needed unless you have a specific skin problem such as acne. For men to use a product, he first must be aware that there is an underlying need that requires addressing.”
So basically, marketers are pretty much just utilizing the same techniques they’ve used on women for years — by playing off on their insecurities. And the promise of looking good enough to impress a chick is probably all it takes to make a man part with his hard earned cash.