New century business, confident men. And to the indispensable attributes of a successful resident of the metropolis, such as a nice suit, an expensive car, a solid Bank account, apartment in a prestigious area, added another: a flawless appearance. In fact, any business partner will take you seriously if you have dirty fingernails, three-day stubble and oily hair? And what about the ladies, who (with the help of glamorous magazines) there is a certain image of a modern Adonis? Clean, brushed, well-shaved face, well-groomed hands and neat fashionable haircut, toned body will tell everything about its owner, no less than a private office and a chauffeured limousine.
Contrary to popular belief, men no less than women, like to do with their appearance. And they feel no less pleasure, caught up in the caring hands of the masseur or beautician. However, the millennial conviction that a man should be "a little nicer monkeys", makes them ashamed of such weakness. Meanwhile times are changing, and caring for each other became for men not only lawful and pleasant, but absolutely necessary process. Cosmetics manufacturers sensitive and responded quickly to emerging trends, and the market appeared a huge number of cosmetics and even entire cosmetic lines designed specifically for men.

Division of cosmetic products for men and women not conventionally. In addition to the existence of vegetation, the male has a skin and other physiological characteristics. It is 15% thicker than women's and tend to more active sebum secretion. On the one hand, it often causes Shine and acne, but on the other – gives perfect protection from the environment. It is for this reason that men later women get older, the first wrinkles (though much more harsh and deep) appear only in my forties. The disadvantages is the intensive subcutaneous blood circulation, which is conducive to the appearance of redness and vascular "stars", as well as high acidity, which makes the skin overly sensitive and prone to dryness in areas subject to shaving. Thus, it becomes clear why male care products for the skin should differ significantly from women's.

Men's cosmetics has a number of differences associated not only with the specifics of the structure of the skin, but also with psychology. All men without exception have the utmost aversion to thick and greasy creams, they feel that they clog the pores, thus "beautifying" the face of an unpleasant Shine, and too long absorbed, what with the modern pace of life is unacceptable. When designing men's lines, all cosmetics manufacturers take into account such beliefs, and almost all of the creams designed for a strong half of mankind have light, non-greasy texture provides a matte finish and have a rapid rate of absorption. Furthermore, unlike women, men needed quick and tangible results: while the majority of women when choosing a cream it is applied on the hand and long lean closer and sniff, men tend either not to the test tool, carefully read the instructions, or apply it directly on the face, hoping to see the result immediately. An important factor is ease of use: clear male rationalism does not involve improvisation and, hence, in cosmetics, and as in your favorite car, everything should be clear: here – the gas, the brake. This morning, this evening, so it is necessary. And do not waste time on unnecessary thoughts and get the brain with unnecessary information.

The priority among the companies that produce men's cosmetics, Nivea is owned by the firms (27% market share), and Gillette (37%). However, not so long ago the choice of their products were limited to traditional set: foam, aftershave, deodorant, shampoo and shower gel. Real pioneers in the field of production of specialized cosmetics for men steel company Biotherm, Clinique and Estee Lauder. They are the first time to provide a strong floor sorts of soothing gels, healing creams, oils, and such was formerly considered exclusively female means like scrubs, liftings, masks and creams for the eyes. Currently the men's cosmetics market diversity is not inferior to the female, and the modern macho often, buying a new toilet water, buy her the entire set of tools appropriate hygienic lines. Times, family the soap and shampoo for all hair types a thing of the past, the stronger sex have won the right to cosmetic independence.

Anticipating the female outrage over the fact that beauty and masculinity are incompatible, let me remind you: who robbed men of their exclusive right to wear trousers, jackets and ties? Does the woman in pants looks less feminine? Modern reality dictates its own rules: a successful man is an attractive man. So look after yourself and be successful!