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beard is sure to become more widespread. With Philips’ grooming products, men can

keep a groomed beard or experiment with a variety of facial hair styles.”

Hammer home to customers the importance of a good shaving technique

Since shaving has a huge affect on the overall health and appearance of the skin, it’s crucial to suggest a good shaving routine to male customers. Karen Cox recommends the following failsafe regime: “Make sure you shave after taking a shower or bath, as the steam opens up hair follicles and makes the hair itself softer and easier to shave. Use a good quality shave prep to soften the skin and fully prepare it for the blade. The Wilkinson Sword Hydro Sensitive Shave Gel is especially formulated with an ‘anti-irritation’ formula containing aloe vera and other beard softening emollients. Use a good quality razor and replace blades regularly to help prevent rashes, in-growing hairs and nasty nicks and cuts. Shaving can dry out the skin, so it’s important to keep it hydrated. The water activated gel reservoir on Wilkinson Sword Hydro provides hydration throughout the shave and lasts up to twice as long as a normal lubrication strip. To reduce irritation and get a closer, smoother shave, look for a razor with skin guards, such as the Wilkinson Sword Hydro 5 and 3 razors. These stop skin from getting trapped between blades causing it to become uncomfortable and irritated. If you have sensitive skin, avoid using after shave that contains alcohol, which tends to dry out the skin. Instead, moisturise with a product like Wilkinson Sword Sensitive After Shave Balm, which contains cocoa butter and vitamin E to soothe and hydrate skin.” If irritation still occurs after shaving, suggest to customers that they replace their blades more regularly, to prevent them from becoming blunt and ineffective.

Remember how important hair care is to men, and understand what they want from their hair products

Hair care and styling are becoming a crucial part of men’s daily care, accounting for 14% of male grooming usage occasions versus only 9% for women, according to

36 Pure Beauty March 2012

Richard Whitty, Lynx Hair brand manager at Unilever UK. He says: “Men style their hair to look and feel good. Over 60% of men agree that hair is one of the first things women notice, and the new Lynx Hair range has been specifically designed to help men get ahead in the mating game. Hold is vital for men; they want to know the product will keep their hair in style and shape throughout the day. However, they don’t want the product to weigh down the hair, so with this in mind the formula for Lynx Hair has been developed to be ultra light, giving an effortless look, while providing maximum hold. Men also want their product packaging to look masculine; therefore, the packaging for the new Lynx Hair range

“Men genetically have coarser hair than women and should aim for products that soften the hair for it to be easily styled”

has been given a stylish, masculine design which takes cues from the existing Lynx range of deodorants and shower gels, to help consumers recognise them.” Craig Chapman of Craig Chapman Hair Design adds: “As much as there has been a surge in men’s grooming products and services, their desire for simple, easy- to-use products hasn’t changed. Men want products that are predominantly natural, smell clean and crisp with a light fragrance, and are easy to apply and wash out. Men’s hair tends to be coarser and drier than women’s, so a product that can moisturise and cleanse without stripping the hair of its natural oils is crucial.”

Help men to understand their hair type, texture and needs, so they can choose the right products Many men don’t understand the concept of hair type, so you may need to help them determine this by asking them

about their hair habits, according to Craig Chapman: “For example, does it tend to get greasy very easily? Is it very dry? Asking about their lifestyle is also good as it will determine their grooming ritual. Men genetically have coarser hair than women and should aim for products that soften the hair for it to be easily styled. And because men have shorter hair than women and tend to wear it naturally without styling with heated tools, they only need a shampoo to rid hair of build up, a light leave-in conditioner and a pomade, wax or gel for styling. Sporty men who work out on a regular basis should aim for shampoo that rids the hair of salt and sweat without stripping it of its natural oils.” Richard Whitty adds: “Females tend to be more focused on achieving volume and smoothness from styling, and nourishment from shampoo and conditioning; while guys are more focused on scalp care from shampoos and want styling products to give texture and last all day.”

Keep up-to-date on fragrance trends so you can guide customers to their ideal scent

With so many male fragrances launching each year, it can be hard to know where to start when it comes to advising customers on which to buy, so it is always helpful to keep up to date with current trends. Fredrik Johansson, national fragrance training manager at Kenneth Green Associates, says: “There are many trends in the male fragrance market at the moment. One side is focusing on the ‘sport’ fragrances. These are easy to wear fragrances (almost cologne-like) but still with the lasting power that the modern man wants. Issey Miyake and Kenzo are both launching fragrances within this category in the coming months. Another trend is the focus on gourmand ingredients. More and more fragrances are now introducing the gourmand sensuality; Jean Paul Gaultier’s Kokorico is a good example. The cocoa bean here has a real aphrodisiac element to it. A good starting point is to ask how the men want to feel when wearing the fragrance. The descriptive words they use would guide you to the right fragrance. Men are less concerned about ingredients and will say things like fresh, sexy, strong and masculine.”


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