Men call the beauty shots

In the vanity cupboard of property manager Mark Telley you’ll find a selection of high-end grooming products to rival a supermodel’s.
The tip of the iceberg is Origins’ Make A Difference Plus Rejuvenating Moisturiser – “I have dry skin and this product really keeps me feeling fresh”; Malin + Goetz Vitamin E Shaving Cream – “it comes in two different sizes meaning I can take it in carry on when I head overseas”; and Byredo Parfums’ Sunday Cologne – “one of my two go-to fragrances; Frederic Malle French Lover is the other”.
More luxe products, such as Aesop’s Resurrection Aromatique Hand Balm, are secreted in places including his laptop bag – “the balm smells good and keeps my hands in great shape, especially after a flight, or if I’ve come off a construction site or come of the golf course,” says the 26-year-old.
Telley admits he’s ahead of his girlfriend in grooming/cosmetic product purchase and use, but he does work for a cosmetic retailer, MECCA Brands, and says he has been educated about product and results.
“I now spend up to $500 every three to four months,” he says. “Moisturiser daily, cleanser four days a week, face scrub three days a week, with my list of products geared towards my lifestyle.”
Telley is one of a new breed of image-conscious, metrosexual males who the cosmetics industry is pinning its hopes for healthy future profits on. But the young, hipster-types are not alone in growing use of skincare.
There’s an equally sophisticated, more mature market too, like director of Whiteworks Public Relations Stewart White, who uses Pro Lab Series All In One Face Treatment – “it hydrates, reduces crows feet and is matt”; Kiehls Facial – “an invigorating morning after facial jolt” and Neutrogena Retinol Night Cream – “it’s light and non-greasy”.
“Men are beginning to broaden their horizons with skincare and are more concerned than ever with looking their best,” says Ben Ferguson, National Education Manager, Australia, for Kiehls.
“Currently the skincare market is growing at around 10% a year and Kiehl’s men's enjoyed 25% growth last year. The men are definitely purchasing.”
At Molton Brown Australia brand manager Juliet Connell says: “Since we rolled out the new look men's skincare range in early 2014 we've seen a 23% uplift in sales.”
Reveals Nathan Jancauskas, the creator of high-end grooming store Men’s Biz in Melbourne and soon to open in Sydney: “Our sales have grown about 400% in the last five years.”
Men’s Biz 1,500 products range includes some of the finest grooming brands globally: Jack Black skincare, Geo. F. Trumper shaving creams and brushes and Penhaligon’s fragrances with ipads on which shoppers can access online customer reviews and product ratings while a vintage barber service is offered on-site.
“There is greater pressure on men to look their best today than at any time in recent history,” believes Jancauskas.
Ryan Lin, IBISWorld Senior Industry Analyst, estimates annual sales of total men’s grooming products in Australia now exceeds $500 million a year.
In the past five years, there has been a flood of new products specifically targeted at men from companies such as L’Oreal, Clinique, Clarins and Nivea, according to IBISWorld’s Cosmetic and Toiletry Retailing in Australia Industry Report.
“Recent developments within the sector include the introduction of male-specific lines and multi-functional products,” says Lin. “These trends are expected to continue over the next few years.”
In fact, the men s grooming products industry is expected to post growth rates in excess of that the wider cosmetics/personal care industry over the next five years, he says, although he expects those growth rates to be in the low single digit growth rates.
Yet despite the sound of men slapping on moisturiser or handcream, male only skincare products are still a small product segment - the total toiletries market in Australia in 2015/2016 was worth $3.6 billion, says Lin.

 DAVID OLSEN.

DAVID OLSEN.

David Olsen, Global VP of Beauty and Grooming for The NET-A-PORTER Group, a retail website that sells more than 300 leading international brands and ships to 170 countries, has been in the industry for 15 years and “every year it’s ‘the year men’s grooming is going to explode’.”
“I personally think it is a slow burn, but it is definitely increasing more now than it was 15 years ago.” 
He believes education is key. “We need to teach men on why it’s important to take care of your skin, along with the basics.”
Agrees Catherine Biedermann, managing director of Advanced Cosmeceuticals, which bought the SKINN Range for men in 2009: “The opportunity to increase awareness among Australian men – especially 35 plus, affluent, educated, confident and skincare savvy - is enormous.”
Right now most men won’t use an eye cream or night cream, says Charlotte Turner, head of training for Clarins, but they are enthusiastic users of moisturising products such as Clarins Super Moisture Balm. 
“Men seek products that work and work fast,” says Biedermann. “They look for products that are compatible for their skin, they tend to prefer fragrance free but if there is a fragrance it needs to be subtle and perhaps more citrus that floral.”
While Ferguson agrees men like “a simple but effective regimen”, he adds “never say never”.
“Our top Kiehl’s products for men are Facial Fuel Energizing Cleanser, Facial Fuel Moisturiser and the White Eagle shaving cream.
“But concentrates and treatment products are rising in popularity.”
At Men’s Biz, undetectable concealer and anti-shine powder for men were introduced while, at mrporter.com more men are willing to experiment with treatments, brighteners and specialised creams.
E-commerce has removed some of the cringe factor for men – no more having to front the retail counter.
Now it’s just a case of more men becoming aware of what’s available and what it can do for them. 
“It’s the age of the selfie,” says Olsen. “Why walk around with dark circles under your eyes or an oily face when you can easily solve these problems?”

What Men Want

  • Predominantly men’s products need to be multi-taskers. While there are men who are just as obsessed with new products and grooming in general there are also men who would prefer to have one product that does four different jobs, according to Molton Brown.
  • Men are practical in their purchasing decisions and this extends to skincare, says Biedermann. “They tend to be wary about products that add too much time to their routine and are also less driven by marketing messages.” 
  • Men prefer lightweight, fresh-smelling products that disappear into the skin, leaving no residue, says Turner. “They like simple routines and products that are quick and easy to apply.”
  • They are results-orientated, not necessarily price-driven. 
  • Because they have thicker, oilier skin so formulations need to be a bit different in order to effectively penetrate the skin, says Olsen. “I think a masculine scent (or no scent at all) is important.

This article originally appeared in Life & Leisure in the Australian Financial Review.

 

One click grooming

When entrepreneur Kate Morris founded adorebeauty.com.au at the age of 21, she had to convince the entire beauty industry that selling online was not “a stupid idea”.

“There were a lot of nos … it was very tough,” she says.
It’s now 15 years since the first Australian beauty e-tailer went live from a garage in Melbourne with just two little-known cosmetic companies onboard. 
Today it stocks 130 brands and 8000 products, from department store classics like Clarins, SK-II, and Lancôme, to niche finds including French pharmacy brand Embryolisse, Sodashi and Kester Black, and receives more than two million visitors a year.
An ibisworld market report released in March 2015 found that the Online Perfume and Cosmetic Sales industry has shown robust growth over the past five years.
Consumers are becoming more adept at and comfortable with online shopping, particularly with online shopping platforms becoming safer and more user-friendly, it said. 
“Perfume and cosmetics are well suited to online shopping as they are pre-packaged goods that consumers generally know and trust.” 
 Ibisworld forecasted industry revenue to reach $259 million by 2015.
If you still think face cream or foundation is not of interest to power players, consider that brand mammoth Woolworths recently bought a 25 per cent share in adorebeauty.com.au
The e-trickle then boom experienced by Morris has been echoed by Brad Carr and James Patten, directors of RY.com.au, a site that now caters to more than 250,000 beauty enthusiasts.
Say Carr, who had an IT background, and Patten, a Gold Coast hairdresser: “Big brands are like ships; they turn slowly. When we started, in 2005, most told us we were crazy - but we could see where the market was going.”
Now a prestige brand, like Estee Lauder, confirms its online site is its fastest growing channel, experiencing a 20% growth in sales year on year.
While some critics of online beauty sites caution against out-of-date or fake products, the truth is more consumers are recognising that buying from a reputable e-tailer offers extra benefits to stepping in store, especially as staff cuts reflect on service. 
Sure, you can’t try the makeup or skincare on – or can you? adorebeauty.com.au’s foundation tool helps you match a base online, an online world first while, at instyle.com/makeover you can load your photo and give yourself a Hollywood makeover – cheesey but fun.
Free samples and experts tips sweeten the deal while “you can also shop whenever you like and then have it delivered directly to your door”, say Jason Duke and Justin Sutcliffe, directors of saison.com.au, where nearly 20 per cent of customers now are male. 
Discreet purchasing is obviously another online advantage.
“There’s also something quite special and exciting about opening a beautiful package that smells amazing a few days after order,” says Duke and Sutcliffe. “It prolongs the shopping experience in the best kind of way.”
To stay competitive, some level of exclusivity is important, as is competitive pricing, they say.
“Saison has grown significantly since 2010 and key to this success has been the strategic positioning of the website to offer international brands that are high quality and beautifully packaged yet at an attainable price.” 
Morris, who once worked behind a cosmetics counter, says the appearance of a beauty site is crucial – obvious but not always implemented. “It should be just as glamorous as a purchase should make you feel.”
How successful a beauty site is, or isn’t, is also about real passion for the product from the e-retailer’s point of view, not just widgets, she says, although ease of navigation is vital to a successful experience.


ONLINE BEAUTY

adorebeauty.com.au
The original beauty e-tailer and still a major, glossy, innovative contender, this site is the official stockist of brands such as Clarins, Philosophy, Laura Mercier, Acqua di Parma, Clarisonic, Prada and US cult label Ole Henrikson skin care. Adore Beauty Live lets you view what other Australians are buying; a live chat function delivers expert advice from beauty therapists and make-up artists and a beauty IQ blog features videos, live tutorials and how-tos. 

getthegloss.com
More like a magazine where you can also run up your credit card, this British site works with makeup artists, hair stylists, nutritionists, personal trainers, trichologists and wellness practitioners to cover beauty and health trends and handpick beauty finds. There’s even horoscopes alongside anti-ageing advice. Getthegloss delivers to more than 60 countries.

saison.com.au
Fragrances by Fragonard, brushes by Acca Pacca, skin care by Voluspa and home fragrance by Cote Bastide, are just some of the indulgent offerings.  The men’s market is a growing category for saison.com.au with established brands such as Acca Kappa, Prospector Co and Alvarez Gomez well received by male customers.

esteelauder.com.au
Beauty, makeup, fragrance, skincare and even lifestyle articles from one of the world’s favourite brands. Major visual appeal and ease of navigation make it just like your favourite in-store experience, or maybe even better. Exclusive online products such as the lipstick shade that Kendall Jenner produced with Estee Lauder, pre-launch products, live chats with make-ups artists and skincare experts,  and gifts with purchase seal the deal.

sephora.com
Started in October 1999, this is the place to locate every hard-to-find brand. With 12,000 products in its range, sephora.com includes not only beauty finds but information, reviews and videos from experts and clients and tips and trend overviews.  You can also access Beauty Talk for real-time, open dialogue about what’s new in the world of beauty and gain personalized beauty advice from Sephora’s PRO team.  

beautybar.com
Gifts with purchase, free samples, skin tips from a dermatologist, brands like Jane Iredale, Malin & Goetz, Kevyn Aucoin, BECCA, and Terry, and global shipping make it appealing to use this straightforward site that stocks everything from makeup to fragrance to men's products to natural lines from about 150 brands.
 
mecca.com.au
We love that Mecca offers hip, new and limited brands like Nars, Perricone MD, Stila, and bumble and bumble all in the same easy spot. Three free samples with every order, free express shipping, a personalised wish list and rewards including sample boxes, exclusive in-store events and complementary makeup applications add to the appeal. 

poshly.com
Not quite a beauty site, more of a free samples site. Named one of the Top 10 Most Innovative Companies in Big Data by Fast Company, poshly.com was founded by Doreen Bloch and a team of collaborators and launched in 2012. It uses responses to send out complimentary products from brands such as L’Oreal and Unilever to 300,000 consumers globally based on each person's needs and preferences. 

This story originally appeared in Life & Leisure in The Australian Financial Review.

The green beauty market

Once a bit daggy, “green” skincare and cosmetics are now the show-offs that jostle for your attention on the beauty shelves.
Functional but uninspiring packaging has been superseded by recyclable, biodegradeable,  graphically superior alternatives while product promises – anti-aging, rejuvenating, revitalising – have been souped up to compete with multi-national cosmetic giants.
Spectacular returns have followed. 
In 2013, the global natural personal care market reached USD 29.5 billion, according to a recently published study by research firm Kline & Company. 
For solely organic personal care products, a report by Transparency Market Research puts the demand at $7.6 billion in 2012 and forecasts $13.2 billion in sales by 2018. In Australia, the annual growth in organic cosmetics and toiletries is about 18 per cent with revenue now at $236 million, according to IBIS World. 
Says Valentina Zuban, Group Product Manager at The Body Shop Australia: “The eco movement has gained momentum since consumers became more educated and sceptical about modern farming and manufacturing processes.
“They started using using social media to ask questions and spread the word, which drove awareness of the efficacy of organic personal care products.
“Simultaneously, mainstream multinational brands began to take notice of the organic trend and produce products to fill that void, increasing accessibility to the mass market and broadening awareness.”
The push into organic skincare correlates closely with the increasing demand for organic food, believes Tamara Eacott, director of Green Living Cosmetics, which distributes the Hungarian-brand Eminence Organic Skin Care established more than 50 years ago.
Increasing demand and profits have been accompanied by more intensive research and development so that it is no longer necessary to choose between bunny-friendly and low-chemical, or something that does what it says, she adds.
“Formulations now are quite different to 15 years ago. Chemists and dermatologists are used … people expect and are  happier to pay for an organic brand that works.”
Beyond efficacy, consumers' choices are still multi-layered and potentially confusing. 
Do you want 100 per cent pure, certified organic ingredients; products that have zero impact on global warming, those that give back to the third world, or those that are completely chemical-free. Should the packaging be recyclable or biodegradable; or the creams and potions handmade, containing ingredients that are picked according to lunar cycles, or cultivated via biodynamic principles. Even “certified organic' claims can vary, according to certifying body Australian Certified Organic.
Besides an understanding of international certification standards, social media, where the pros and cons of product ranges are debated, may be your best guide.
The Body Shop, founded in 1976,  was the first green mainstream global beauty brand to use ingredients carefully selected for their high levels of purity and consumer safety, according to  Zuban. 
“Our reputation is further enhanced by a commitment to using natural ingredients and sourced ethically from Community Fair Trade suppliers worldwide. We were one of the first cosmetic brands to sign onto Ethical Trading Initiatives - today 80% of our products contain at least one or more Community Fair Trade natural ingredient.”
Aveda, founded by Horst Rechelbacher in 1978, can also boast some impressive tree-hugging firsts.
It was the first beauty company to launch a 100% certified organic beauty product, All-Sensitive Body Formula in 1996, to use 100% post-consumer recycled PET, to manufacture with 100% wind power at its primary manufacturing facility in 2007 and to market a hairspray with net-zero impact on the Earth’s climate (through funding of renewable energy to offset the CO2 associated with the manufacturing, transportation and use of Aveda aerosol hair sprays) in 2010. 
It also assists third world workers with partnerships such as its sourcing of turmeric and amla through Indian firm Nisarga.
“Aveda became a lifestyle and global movement that changed the industry for good,” says Dave Rapaport Aveda Vice President of Earth & Community Care.
Britain's first certified organic health and beauty brand, Neal's Yard Remedies, which has recently made a foray into the Australian market, also trumpets impressive green achievements. 


It was the first beauty company in the world to produce Soil Association certified organic skincare products and to launch skincare enriched with Fairtrade certified ingredients as well as the first high street retailer in the UK to be awarded the CarbonNeutral status.
However, while the larger brands may have forged the path into the green beauty market, a plethora of boutique and bespoke brands are capturing the imagination of the burgeoning eco market. 
Eminence Organic Skincare may have been established, in Hungary, 50 years ago, but its  handmade products, jammed with herbs, fruits and vegetables, are now favoured by celebrities such as Jessica Biel and Madonna.
Australia's Lily Loves Pearl, that has built its philosophy around the cycle of the seasons, preparing limited amounts of product, more often, to retain its efficacy, now ships to Singapoore, the UK and Taiwan. 
Founder Samantah Molineux, who started a naturopathic degree before getting involved in her own start-up, uses only organic ingredients and absolutely no chemicals.
French brand Absolution, with its stylish black and white containers, prepares then ships product in 48 hours. The range is based on a shorter range of products, more simplicity and highly organic certified skincare that are customizable to the different skin’s moods.
Founder Isabelle Carron, who hails from a strategy and design agency, says her own desire to have the best cosmetic products for her and her skin finally pushed her to create her own cosmetic line: a brand that mixes nature and care, design and modernity.
Bondi's Beauty Chef, established in 2009 by beauty editor, stylist and author Carla Oates, today has cult-like following. It was the first beauty company globally to formulate an inner beauty powder that uses fermentation, while Oates has since developed a small clean, green, organic skincare range. 
Increased competition will, ultimately, mean even more desirable products from small or large players with Rapaport predicting: “We'll see new developments in using the natural power of plants to achieve high impact results while sourcing the ingredients sustainably and in ways that benefit the communities around the world where they are grown.”
Zuban believes future profits may come from innovations on how to improve shelf life of organic products without using parabens and other preservatives.

10 Green Brands

Couleur Caramel
The Paris-based brand was one of the first to offer organic certified makeup. Try: Terre Caramel Bronzer, $31. couleurcaramel.com.au
Dr Hauschka
Organic, chemical-free skincare, haircare and cosmetics with medicinal herbs and ingredients picked in fine conditions whenever possible. Try: Regenerating Intensive Treatment $153. drhauschka.com.au
Eminence Organic Skin
European certified organic ingredients used in 160 specialty masques, fruit cleansers, moisturisers, herbal serums and luxury body lotions. Try: Blueberry Soy Night Recovery Cream $107. eminenceorganics.com.au  
Beauty Chef
Naturopaths, nutritionists and chemists are used to create certified organic skincare. Try: Dream Repair Serum, thebeautychef.com.au
Aveda
Plant-based products that are  professionally developed, clinically tested, and respectful of the earth. Try: Shampure Composition aromatic oil, $49. aveda.com.au
The Body Shop
The original, ethical, natural beauty brand. Try: Vitamin E Moisture Cream, $20.95 thebodyshop.com.au
KORA Organics
The brainchild of model Miranda Kerr, this young brand is organically certified and chemical-free. Try: Energising Citrus Mist $39.95. koraorganics.com
Neals Yard
Products are completely free of parabens, synthetic fragrance and genetically modified ingredients as well as phthalates, mineral oils, silicones and nano technology. Try: Seaweed & Arnica  Foaming Bath, $29.95. nealsyard.com
OMVEDA
The pioneer and leader of Ayurveda in Australia, OmVeda uses only 100% natural plant and herbal ingredients, organically grown and sustainably harvested. Try: Honey Sandalwood Moisturiser, $53.50. omveda.com.au
Lily Loves Pearl
Inspired by the natural skincare products once made by the founder's aunt and grandma, these products apply current scientific research into the plant world. Try: Moisture Recovery Serum $46. lilylovespearl.com.au

This story originally appeared in Life & Leisure in The Australian Financial Review

Scents-appeal

Marketers agree that scent is tied to brand identity and, let’s face it, in the corporate world, you are your brand.
Perhaps you need an aftershave that says “next managing director” or “digital producer in the making”. Maybe you need a perfume that says “don’t screw with me” or “good people person”.
According to Nathan Martin, Mecca Cosmetica Fragrance Concierge, those who want to scale the corporate ladder often gravitate towards an Oriental or green fragrance.
“These can be intriguing, complex and layered, and definitely ones to wear when you want to be taken seriously,” he says. “They are clean and fresh and a great way to get noticed.”
Creative types are more likely to opt for a more interesting and 'free' combination such as a fresh aromatic citrus, says Martin.
Meanwhile a successful businessman may choose a stronger and more dominating woody fragrance as they find it a better representation of themselves. 
“After all, fragrance is a way we are free to express ourselves in a non-verbal manner.”
A word of caution no matter what your chosen statement: “You want to wear enough fragrance to make a statement, but not too much that the entire office knows when you've arrived.” 
Here, some judicious choices for career types. 

Fashion Designer

For Him: Brioni Eau de Toilette $372 for 75ml
A mix of fresh lemon and citrus leaves with floral notes of magnolia, iris, and violet rounded off with spicy saffron and herbaceous liquorice, this dazzling scent is the epitome of creative energy and trendsetting style. Wear it to Milan or Paris. 

For Her: YSL’s Black Opium $160 for 90ml
Juicy pear, bitter-green mandarin peel, fragrant jasmine and orange blossom are underpinned by coffee bean notes teamed with cream white musk and white wood accord. The result: an absolute show-stopper.

Blogger/beauty editor

Si Eau de Toilette $130 for 100ml
Created for the woman who is both daring and determined this Giorgio Armani scent will easily pass muster in the cutthroat world of digital marketing. It features Italian bergamot, mandarin, neroli, freesia and Rose de Mai. Throw in some positively carnal touches of Vanilla Pure Jungle Essence and patchouli, and it’s this hour’s news.

CEO

Maison Francis Kurkdjian Masculin Pluriel $189 for 70ml
Formulated with notes of soft leather, Haitian vetiver and Indonesian patchouli, this strong yet clean scent is lent subtle effervescence by a touch of Provençal lavender. It also contains a fern-like parfum present in many classic men’s fragrances.  Upsizing? Floating the company? Or just talking up shares? A dash of this will do it.

Entrepreneur

Fleur 09 Eau de Parfum by Maria Christofilis $282 for 50ml
Feminine, powerful and driven, its wearer knows what she wants. Fleur 09 radiates with heavenly tuberose, magnetic jasmine and orange blossom. While it captures the true essence of exquisite florals, it is tough enough to survive any competitive market. 

Salon Director

Mister Marvelous Eau de Cologne $324 for 250ml
Perfumer and founder of Byredo Ben Gorham felt the world-renowned hair stylist Christiaan Houtenbos embodied this fragrance. The dapper Hountenbos noted that "a marvelous thing must be strange in that it must be like nothing else," and with mandarin leaves, bamboo, black amber and white cedarwood in its composition, this scent lives up to the challenge. 

ByredoMrMarvelous.jpg

Activist/Not-For-Profit Director

Byredo Rose of No Man's Land $160 for 50ml
A fragrance that pays tribute to the nurses who worked on the front line during WW1, this delicate scent is all about sensitivity, charity, global-orientation and an entrepreneurial spirit. Think Angelina Jolie meets Greenpeace. Created to raise awareness and funds for Doctors Without Borders.  

 

Hotelier

Commes des Garcons Floriental $150 for 50ml
An unusual, addictive fragrance, that blurs the line between floral and oriental. Its wearer is on-trend, design-focused and creative. 

Architect

Acqua di Gio $135 for 100ml
With a woody elegance - sandalwood, Virginia cedar, masculine attraction -Haitian vetiver and tonka bean, and an ambery signature note, this Armani scent also features zest of lemon, ginger, bergamot, violet, basil and white pepper.  It’s not an exaggeration to say it’s a structural masterpiece.

Trophy Wife/Philanthropist

Diptyque Jasmin Essences $194 for 75ml
A fragrance composed from a thousand flowers including a special jasmine grown in the home of Grasse and picked at the end of autumn when it has a fruity, candied scent, this fragrance appeals to most selective noses. It belongs on a woman who appreciates the finer things in life.

Star of the stage

Tom Ford Neroli Portofino Eau de Parfum $251 for 50ml
A luxury citrus scent infused with notes of Sicilian lemon, winter yellow mandarin and orange flowers, and warmed with amber undertones, this perfume is an expression of both luxury and creativity. Think top-tier seating.

Financial controller

Aventus $349 for 75ml
He’s the man with the money, the alpha of virility and the king of the cashflow. With top notes of bergamot and pineapple, middle notes of jasmine, patchouli, birch and juniper berry and base notes that include musk as well as vanilla, he’s not without his softer side, especially when reconfiguring the remuneration packages.

Media buyer

Gucci Bamboo $145 for 75ml
A mixture of strength, confidence and femininity, this scent features woody and warm notes through the heart and base. Sandalwood, heady Tahitian vanilla and grey Amber strike a complementary contrast with the exotic floral notes of Casablanca lily, orange blossom and ylang ylang. 

Stockists: mrporter.com, mecca.com.au, elyseecollective.com.au, department stores and speciality retailers.  

This story originally appeared in Life & Leisure in The Australian Financial Review.

What Men Want

Trends change but maximum performance and minimum fuss add up to the kind of grooming product that consistently gets men’s vote.
Agrees Karen Varker, Director of Innovation for Neo Strata: “Men's skin requirements are the same as women, but generally they are looking for a much simpler routine, for healthy looking, clear skin and preventative aging.”
Her lowdown on the basics: keep skin well exfoliated to keep it smooth, which also helps to achieve a good shave and prevent ingrowing hairs; moisturise so skin continues to look healthy, and use a sunblock to prevent UV rays aging the skin prematurely.
For hair that works without unnatural hold, a rapidly expanding market of products without feminine fragrances, deliver impressive results.
Here, some product picks. 

Cleanser

Forerunner
The first three rules of good skin are cleanse, cleanse, cleanse, says David Armstrong, honorary adviser at the British Chamber of Commerce in Thailand. His favourite product:  Clinique For Men Face Wash, $22, that lathers up lightning fast to remove pore-clogging dirt, then rinses off easily without leaving tell-tale residue. clinique.com.au
Other candidates
Tom Ford Purifying Crème Cleanser, $85, boasts a patented complex that removes dulling and damaging toxins. Remove it with, or without water, for ease of use anywhere, anytime. tomford.com
For an extra buff and polish, Skinstitut Glycolic Scrub, $45, gives a robust exfoliation that men’s coarser skin welcomes. Or try men-only SKINN’s Face Scrub, $69, that uses microdermabrasion beads to retexturise the skin and fine polyethylene beads to reduce ingrown hair formation. 

Moisturiser

Forerunner
Non-negotiable for even low maintenance men: a non-greasy finish. 
Kerstin Florian Men’s Clarifying Daily Hydrator, $119, regulates shine and contains antioxidants including raspberry stem cells and pomegranate extract to help skin fight ageing free radical damage. kerstinflorian.com.au  
Other candidates
Neostrata Restore Daytime Protection Cream SPF 15, $49, is a lightweight daytime moisturiser packed with antioxidants and ingredients to help calm irritated skin. 

Kiehl’s Facial Fuel ‘Heavy Lifting’ Firming, Lifting, Anti-Wrinkle Moisturizer for Men, $50, exfoliates to improve dullness then moisturises with linseed extract. kiehls.com.au
For post-shave soothing, Elemis S.O.S. Survival Cream. $99, is a high performance moisturiser designed to desensitise skin. Lavender and myrrh add manly appeal. Stockists: (07) 5564 6767.

Hair tamer

Forerunner
Even the least metrosexual man is specific about hair care – it needs to deliver results without ceremony. 
KEVIN.MURPHY Easy Rider, $35.95, controls frizz and gives a touch of control without drying out fine hair or making hair look overly manicured. kevinmurphy.com.au
Other candidates
Architectural and lifestyle photographer David Taeko Taylor favours Jack The Snipper Original Styling Crème, $22, for everyday use. “It’s non- greasy or waxy and washes out in water.” 
The scent is woodsy, sweet, spicy and original and the product is paraben, phosphate and sulphate free. jackthesnipper.com
For thick, coarse hair, try Evo Cassius Styling Clay, $32.95, that provides raw texture and a natural finish. evohair.com

Skin-saving serum

Forerunner
A serum is the tool that takes skincare up a notch. Non-sticky Skeyndor Energising Anti-Age Serum, $84, is charged with Siberian ginseng to help boost the skin’s resistance to stress and other ageing factors. It even has an SPF10. ( Stockists: 1800 554 545.)
Other candidates
Liquid Laser Super Anti Ageing Balm, $129, is a potent blend of rejuvenating ingredients, including 10% Vitamin C for extra pep.  alpha.com
Aveda’s  Green Science Lifting Serum, $129.95, that uses organic cactus, argan oil and peptides to strengthen the skin and fight gravity, is a great choice for those who want to go natural. aveda.com.au

Smooth shave

Forerunner
A smooth jawline or chiselled facial hair is still a daily grooming priority. Molton Brown Razor-glide Shaving Gel, $40, is clear on the skin and, for those who have beards, perfect for tidying up the edges, says Maxted Thomas PR Managing Director Ian Thomas.
moltonbrown.com.au
Other candidates
Clinique Shave Cream , $29, features a creamy-rich formula that softens the beard for the closest possible shave. It also contains emollient and a healing agent to decrease razor nicks and cuts. “It’s amazingly good,” says Doug Garske Director of Atomic Marketing. clinique.com.au
Decleor Smooth Shave Foam, $40, soothes  skin with frankincense extract,  liquorice derivative and aloe vera gel. Suitable for even the most sensitive skin and stubborn stubble. spauniverse.com.au