Men are increasingly more likely to spend money to look good.
Products like hair serum and exfoliating scrubs are being sold to more men than ever, reports Matthew Boyle at Bloomberg News.
Global sales of men’s toiletries, not including razors, blades and shaving creams, will be up 5% to $US17.5 billion this year, Boyle writes.
Companies are using clever marketing tricks to convince men their skin requires more maintenance.
“As a L’Oreal ad once warned: ‘You think you’re ageing well? She thinks you’re letting yourself go,'” Boyle writes.
And even fashion designer Tom Ford is getting in on the trend.
Ford, who is a favourite of Justin Timberlake, recently introduced a purifying mask for men.
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