It used to be that a clean-shaven man was considered well-groomed, but a bar of soap and a bowl of water just doesn't cut it anymore. Considering that many men have neglected (if not abused) their skin for years, it's time to do some serious damage control. Fortunately, manufacturers are launching and expanding more skincare lines targeted specifically to men--but it's up to you to show your clients how simple and effective these products can be. Here's a sampling of what's on the market:

Multitask. Men love anything multifunctional, so steer them toward facial cleansers with gentle exfoliation properties, or aftershaves that can also deliver glycolic acid, moisturizer and SPF.

A Closer Encounter. Explain how a good shaving emulsion will create a protective barrier that allows the razor to glide easily across his skin.

Shortsighted. Male clients who complain of dark circles, puffy eyes or signs of aging are ready for the next skincare step. Offer them anti-inflammatory eye treatments with soothing properties that will feel good while protecting the less-rugged skin surrounding their eyes.

Body Building. Men who won't give up showering with their beloved bar soap should be advised to exfoliate several times a week to slough away environmental toxins. Invigorating scrubs blended with Dead Sea salts, sugar or jojoba beads and infused with energizing scents such as lemon and eucalyptus, will refresh their skin and their spirits.

Shaken, Not Stirred. Take the edge off of male clients' reluctance to try a pampering routine at home with a Bond-esque approach: Prescribe one of several product lines that draw inspiration from alcoholic beverages such as the festive mojito or a clean, dry martini.

Finishing Touches. Concealers developed specifically for men can diminish the appearance of razor nicks, dark circles and sun damage. Matte powders will reduce oily shine, and some deliver an added bonus of SPF protection. A range of self-tanning products can enhance a healthy glow. A quick lesson on application and blending will give your male clients an added boost of confidence about using these products.

Hit the Road.Travel kits are a great way to introduce a male client to a skincare regimen or new product line. Most manufacturers package them in bottles and containers that won't take up too much space in a gym bag and will comply with air flight carry-on restrictions (3 oz. or less).

DAYSPAMAG.com

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