The World Health Organisation has recognised that health is not only the
absence of pathology but also a balanced equilibrium between body and
mind well-being. Cosmetics are a powerful tool for reaching such
equilibrium for both men and women. Unlike women, men feel totally
uncomfortable if other people notice traces of cosmetic care on them.
Besides basic hygiene as inevitable requisite for social communication,
men recognise the importance of regular skin ‘maintenance’ and
protection, but regard it as a private matter, not to be shown in
public. Men are learning how to use cosmetics, they recognise the
different brands, experiment with new products, listen to their friends’
suggestions and sport partners. The importance of personal appearance
in the ‘struggle’ for social success has created a new budgetary
expenditure for the male consumer. Special sensory properties are of
basic importance for products aimed to fulfil men consumers
requirements. New technologic vehicles are required in order to satisfy
the new challenges posed by men’s cosmetics. New categories of
emollients tend to play a major role in this field. Their main
requirements are good massageability and spreadability, no greasiness,
transparency, odourless and with colourless appearance, emollient feel.
Some formulations specifically designed for men are here described.