The term "mattifying" is appearing a lot in beauty magazines as well as skin care aisles.
Lee Jacobs manufactures Matte for Men, skin products for men.
Men are discovering the concept of mattification, new products for patting on their heads and faces.
Men do not like the shiny look either. Mintel, the market research firm, anticipates that there will be 36 new "mattifying moisturisers" for men in 2010, which represents a 56 percent increase in numbers introduced in 2008.
The total market for men’s grooming products has grown. Retail sales have reached $5.6 billion in 2009, up from $3.8 billion in 2004, which represents an increase of 46 percent, according to Packaged Facts, a market research firm.
Men have been purchasing beauty products in spite of the state of the economy, or may be due to it, since looking good can provide an edge in the employment market and workplace.
Not only does Matte for Men include a gel to lower glare on shaved scalps; it also has a face wash, shaving gel and cleaning cloths.
A proportion of men consider oily skin to be enough of a problem to go and see their doctor.
Some of the doctors recommend mattifying moisturisers to them, inexpensive unscented brands which are available in pharmacies.
Men Prefer Matt Products
Wed, 11 Aug 2010
