Being the beauty junkie that I am, it's only natural that any boyfriend of mine would have to deal with mascara on the pillowcases, makeup on the towels, products littering the bathroom shelves and counters, and so on. But he'd also have to deal with the fact that I'd change his products and habits - and I have. I'm definitely guilty of consistently changing up my boyfriend's personal care routine.

 

When I came into the picture, out went the 2-in-1 shampoo plus conditioner, in came facial wash and super-moisturizing hand cream. He's been using my facial scrub and asked me to pick him up some body wash because he now finds soap way too drying. In fact, just the other day he was late for work because he took a longer-than-usual shower, telling me it wouldn't have happened if the new shampoo and conditioner I bought him "wasn't so damn luxurious." And that's not all - my brother constantly steals my facewash, my other brother is always asking my opinion on moisturizers, and my dad keeps stealing my handcream.

And I'm not alone. Male grooming products are gaining momentum, being one of the fastest growing sectors in the beauty industries. In 2008 alone, Mintel Beauty Innovation tracked over 500 new men's personal care and grooming product launches in the U.S., compared to only 375 products in 2007. Worldwide, over 3,600 men's products have been launched this year alone.

Mintel Beauty Innovation also noted rapid growth in four areas of advanced male grooming: lip, eye, and hand-specific products; self-tanning products; anti-aging and exfoliating ingredients; and organic, natural, and ethical products. And many familiar brands are re-vamping, re-formulating, or re-introducing products: Gillette, known for their razors and shaving accessories, launched a hair-care line for men this year, while Pert Plus, which has seen little to no success amongst the female market, is launching men's specific hair care products next month: Pert Plus for Men Deep Cleansing, Daily Dandruff, and Thickening, as well as introducing a 3-in-1 products including shampoo, conditioner, and body wash.

Zirh Natural is debuting 8 men's specific skincare products at Sephora in early 2009. Formulations are said to be free of parabens, sulfates, fragrance, synthetic dyes, petrochemicals and phthalates (whaaat?! I may have to pick some up for myself!!). It also boasts the fact that it will be the only natural men's skincare line carried in Sephora.

The key to success in selling men's care is to focus on functionality, not vanity. Whereas women will buy a product just because it's cute, smells good, or looks good, men want to make sure what they are buying is an investment into themselves and is actually going to work, thus appealing to "ordinary men," like contractors, electricians, etc., as opposed to say, "metrosexuals" and men whose appearance is important for work. These products are meant to appeal to every type of man, for every day use.
 

What do you think? Do you "force" products upon your boyfriend, husband, father, or brother? Do they steal them from you, or do you share products?