The Changing Face Of Men's Skin Care

We're constantly being told that men now use skincare products almost as much as women. Although to some of us it seems a rather questionable claim (look at the size of shop displays in chemists as a guide), there's no doubt that men moisturising does not have the stigma that it once did. And it's clearly a generational thing, too. Those born after the mid-1980s have probably grown up with it being normal, especially compared with their dads' and granddads' generations. So what brought about the change?

So what has brought about this change in attitude to men taking proactive steps to care for their skin, even before any real problems are identified.

The early signs were there in the 1980s, and a marketing concept developed that was referred to as the "new man". Looking back, it's hard to believe that there was a recognised need for such a concept, but it was or it developed, and it was delivered to us via arty monochrome posters of muscular chaps cradling tiny babies, courtesy of Athena. Before this time, men were (we were told) basically roughnecks who would be looked down upon if they started worrying about good looking skin and healthy lifestyles. But the plan worked beautifully, and men were persuaded to get in touch with their feminine side rather than just getting in touch with the ladies themselves. Part of that was adopting a regular, effective personal hygiene regime, so it's no coincidence that shops like Body Shop and Boots developed new ranges. This was also a time when we started becoming aware of the ozone hole, which led to more effective sun creams coming on the market, and men would cream up just to nip to the shops.

However the new trend hit a few problems. It appears men were not quite ready to have the expectations of them decreed by the powers that be, and the trend of laddism came about in the 1990s and early noughties. Men even managed to persuade a few women to come down to their level, and some saw the need to follow the bad habits of men, but fortunately not many. Just to add more complication, the era became synonymous with football, lads' mags and drink, which was more or less where we left off in the 70s. Luckily, there was a branch of laddism that had a mod philosophy based on grooming and style, so the male skin care industry didn't completely disappear.

Looking back in time now it's easier to see how things developed. Men needed to be men, but social attitudes had changed so much that the behaviour of the past was no longer acceptable and laddism proved to be a last hurrah of the old-fashioned attitudes to male values and behaviour. The modern man sees himself as a little more sensitive to other people's feelings but assertive enough to do his own thing. And if that means looking after his skin, then so be it. The men's skincare market at least shows that this phenomenon is becoming a long-term reality.

We are now being told that it's OK for men to wear make-up, too. Unless it's being done very subtly, permission has yet to filter through to the high street, and besides many modern-minded men see this as just a little over the top. But as history has shown, never say never when it comes to acceptable behaviour amongst men. When top footballers or even rugby players are powdering their noses before a game, we'll know something seismic has taken place.