As Time Marches On, Men Face Up To The Cracks Of Life
The Sunday Age
Sunday November 3, 1996
PEER into the bathroom cabinet of today's Aussie bloke and you may be surprised at what you find hidden behind the Palmolive Gold and Old Spice.
Face scrubs, mud masks, anti-ageing treatments and self-tanning lotions are jostling for space.
While most men aren't averse to the odd slather of borrowed moisturiser, Melbourne cosmetic entrepreneurs Nick Carkeek and Rick Buscombe are hoping male vanity runs deeper.
They've just launched a cosmetic range called Marcos For Men, make-up for blokes.
The first product in the range, a "bronzing powder", is designed to give guys a healthy glow and cover blemishes.
It is the first make-up to be launched in Australia formulated specifically for men.
Mr Carkeek, a former model, said there was a demand for his product from "guys sick of hiding concealers in their briefcases".
"I know a lot of guys who borrow make-up from their girlfriends and have been waiting for something like this," he said.
"They want to wear make-up to improve their skin and look healthy but they are terrified people will call them a sissy if it looks obvious."
The most common beauty treatments now sought by men are facials, pedicures, manicures and waxing.
Ms Amanda McPherson, of the Carlton beauty salon Le Face, said 30 per cent of her clients were men. "There's not such a stigma any more about men seeking beauty treatments because there's such egality between the sexes."
Male beauty products are a burgeoning market. David Jones reported a 60 per cent growth in sales of men's products over the past five years.
Several manufacturers carry skin repair gels, intensive cream gels and skin bronzers for men.
Myer Grace Bros reported a 12 to 15 per cent yearly growth in male grooming products.
Luxury cosmetics buyer Mr George Bingham said there was a new generation of physically aware guys who didn't baulk at the idea of personal grooming, like their predecessors.
In the search for complexion perfection, men are also undertaking micro-current therapy, a favorite with the rugged film star Mel Gibson.
The Caci Clinic in South Yarra provides the micro-current treatment, described as an alternative to cosmetic surgery, which tightens and tones facial muscles through probing electro currents. Thirty per cent of its clients are male.
But according to David Jones men's salon manager, Mr Mario Cavarra, Australian men are still a long way behind Europeans, the leaders in male grooming.
"I think Australian men are really more interested in VB than grooming," he said.
FACING UP TO IT.
Derek Vigor, 56, South Yarra.
``Yes. I mean we are living in the '90s and you want to look as attractive as possible. Especially after a big night, I would put some on so I didn't look so haggard."
Sam Calabrese, 22, Coburg.
``Yeah because sometimes after a big night my skin looks really bad and maybe it would make me look better."
Chris Jankovski, 19, Thornbury.
``No way. Make-up for guys doesn't interest me. Besides I don't need it, I look okay."
© 1996 The Sunday Age
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