Is male vanity on the rise or are today's guys just less self-conscious about admitting that they care about how they look? Whatever the answer, there's no denying that the toiletries aisle in the local supermarket and the cosmetics section in department stores are increasingly stocking products devoted to male grooming.

Although only two new brands have been introduced here so far this year, the market has seen a significant increase in product choice, with "for men" beauty options ranging from simple facial soap and lotion to prime the skin before shaving through to sophisticated abdominal toning gel.

But do these specifications truly answer Thai mens' needs?

Or are the cosmetic companies attempting to tap a gullible new market?

"A bit of both, I think," says Phimol Buaphet, editor-in-chief of Women.Mthai.com.

"It's natural for everyone to want to look good and enjoy being appreciated, no matter whether they're male or female.

"There's no doubt that the metrosexual trend and the 'for men' labels have made using skincare and cosmetic products more acceptable. They helps you impress the ladies, be the envy of your peers and most of all, boost your self-confidence.

"I can't imagine anyone who wouldn't like that," he says.

"So what if you use some moisturiser to keep your skin from being dry or dab on concealer to hide a pimple when you're meeting with an important client?

"It doesn't make you any less a man."

According to Phimol, the media, fashion, and the boom in skincare clinics around Bangkok have greatly contributed to men's desire to look good.

"It's not just female celebrities or actresses who are asked for beauty tips in interviews these days.

"Television shows and magazine articles also have male and superstars sharing their grooming secrets, favourite products, fashion labels or work out routines.

"Cosmetics brands that have men's products hire male celebrities to be their spokespersons or 'faces'. More guys, especially the younger ones, are visiting skincare clinics. At first, they may consult about adolescent acne or perhaps they're following their girlfriends out of curiosity, but later on they're likely to discover peeling or other treatments.

"Usually the dermatologist prescribes something for them to use at home, so they slowly become familiar with the practice and idea of taking care of their appearance."

Phimol adds that the skin doctor business has proved so successful that one of the popular dermatological chains - Wuttisak Clinic - is planning to launch men only skin care clinics to meet demand.

But while it's easy to understand the men's wish for privacy, is there really a need for pricey products designed especially for them? Couldn't they simply go half on their ladies' beauty supplies?

The answer is no. Men's skin secretes twice as much sebum as women's but is thicker and more prone to dryness, so standard skin care products for women simply won't do.

"First of all, the formulation has to be ultra matte and light because we don't want to add any extra shine or oil. That's why products for men are almost always in lotion form," explains Kulsiree Arthachinda, Shiseido Thailand's public relations and advertising manager.

"However, men with really dry skin or those who live in highly stressed environment may do better to switch to a cream or more concentrated serum.

"The fragrance used is either fresh or gives a cool sensation. As for makeup, the texture is kept sheer and natural."

For men who don't want to go the makeup route but feel they need something more than a shave and a splash of cologne, the experts recommend starting the day with a gentle cleanser, and following up with a facial scrub to slough away old skin cells.

Dab on a pre-shave balm or lotion before that close shave and follow with anti-shine serum, eye gel, day moisturiser and sunscreen.

More adventurous gentlemen can apply some tinted moisturiser and finish off with a dust of tanning powder along the jaw line for a masculine, chiselled look. Tame unruly brows with some clear or slightly brunette brow gel, which can also be used to enhance the lashes.

Had a late night? Camouflage under-eye circles with super matte concealer. And if a bolder look is desired, line the rims of the eyes with kohl pencil. Finish off the look with sheer lip colour in either flesh, brown or red.

After freshening up the underarms with herbal deodorant, slap some toning gel on those love handles to accelerate fat burning rate.

A sprinkle of foot deodorising powder will add comfort throughout the day.

Wash the face thoroughly before going to bed and if the skin looks slack, a facial mask will ease away the stress.

And don't forget the night cream. Sweet dreams!

 Rangsita Sirivanich

The Nation