The rise of the metrosexual continues as Superdrug launches face masks for men
17:39 GMT, 31 July 2012
The days of image-conscious males stealing their partner’s beauty products could soon be over as Superdrug launches two new face masks designed especially for men.
The health and beauty retailer have released the Men’s Invigorating Peel Off Mask and the Men’s Liquorice Mud Mask has Dead Sea salts, which are both priced at 99p.
According to Superdrug, the products have been developed to target men’s skincare needs, containing formulations packed with natural extracts which help give users a refreshed and brighter complexion.
Men's only: The Men’s Invigorating Peel Off Mask (left) Men’s Liquorice Mud Mask has Dead Sea salts are both priced at 99p and are currently on sale in Superdrug stores
The High Street giant decided to launch the face masks after discovering that while their male customers were buying and using cleansers and moisturisers designed for them, they were heading to the women’s skincare aisle when it came to treatments.
The men’s only face masks are the latest in a new wave of beauty products targeted at males as the male grooming business continues to boom.
Sales of men’s cosmetics are expected to grow by 7% in the next year and Superdrug has reported an 18% rise in sales of male grooming products at their stores.
Men’s moisturisers, anti wrinkle creams, hair products, bronzers, shaving foams and deodorants are more popular than ever.
Metrosexual effect: Stars like David Beckham (left) and Jude Law have played a part in influencing attitudes to male grooming over the past decade
Well-groomed stars like David Beckham and Jude Law have been large contributors to the metrosexual effect, with an increasing amount of men spending more time on their appearance.
In fact a recent study by Travelodge found that the majority of men spend more time getting ready than women.
According to the research, men spend 81 minutes a day on personal grooming, including cleansing, toning and moisturising, shaving, styling hair and picking out clothes.
Meanwhile women manage to do their hair, apply their make-up and get changed in just 75 minutes.
The study also found that on an average morning, men spend 23 minutes in the shower, compared to 22 minutes for women.