For men only

MANILA, Philippines - Move over, ladies, and make some room on that bathroom shelf. Men are finally catching up and hopping on the grooming bandwagon. Studies are showing that by 2013, men — especially Asians — will have “gone vain.” No longer content with hair gel and borrowed creams, men are looking to fill their Dopp kits (or toiletry bags, named after inventor Charles Doppelt) with products catering specifically to their needs.

Watsons is latching on to this masculine trend by creating a no frills, “just for boys” facial care line called Watsons Men. Each product will contain premium ingredients specifically targeted to combat signs of aging, sun damage, pollution and other damaging environmental factors.

Unlike women, men’s skin tends to get oily as it ages, causing enlarged pores, which lead to “over sebum secretion” triggered by a lack of moisture within the inner layer of the skin cells. This lack of moisture results in the faster formation of fine lines and deeper wrinkles.

Enter Watsons Men with a complete and simple skincare regimen made especially for masculine skin with two product ranges: Oil Control (green) and Hydrating (blue). Both are designed to keep skin clean, fresh and energized with products expressly formulated for masculine skin.

With Watsons Men Oil Control Range in your arsenal, oily skin doesn’t stand a chance. Formulated with Bioacne, a powerful oil-control agent, this new, all-in-one men’s skincare range targets excess oil to keep your skin clean, fresh, toned and fully energized.

The Watsons Men Oil Control Range is a simple regimen that takes just a couple of minutes a day.

The Watsons Men Hydrating Range combines four skin-enhancing actions to ensure that your skin stays clean, toned, protected and fully hydrated. It’s formulated with Ion-Moist 4men, a powerful moisturizing agent for deep hydration, boosted with algae extract and a careful selection of other ingredients that thoroughly care for men’s skincare needs. Use it daily to keep your skin hydrated and looking its best.

With a gel formulation that men prefer over creams, minimalist sleek packaging designed to appeal to even the most discriminating gents and its reasonable price, Watsons Men is the ideal skincare solution for all kinds of guys, from the ultimate metrosexual to the college kid on a shoestring budget.

Watsons Men is exclusively available at all Watsons Personal Care Stores and SM Department stores nationwide.

The 2-minute anti-aging regimen

Step 1: Cleanse with Watsons Men Hydrating Facial Wash, which cleans and removes impurities, reduces excess oil and sebum while maintaining the skin’s moisture balance.

Step 2: Deep-cleanse with the Hydrating Facial Scrub, which contains refined scrub particles to help clean pores while hydrating and protecting your skin from moisture loss.

Step 3: Tone with Hydrating Facial Toner, which rebalances the skin’s hydration level. It contains algae extract for an extra-moisturizing effect.

Step 4: Moisturize with the Hydrating Facial Cream, which contains algae extract to deeply hydrate skin. It improves moisture retention, leaving your skin fresh and hydrated.

Men’s grooming stats

• Western Europe dominates the men’s grooming market; Asia is expected to outpace Latin America to be the most dynamic region by 2013.

• The biggest scope for growth globally is in emerging categories such as men’s skincare, hair care and bath.

• Products are becoming more sophisticated.

• Men’s lines are increasingly beginning to mimic women’s skincare in terms of sophistication.

• Recent developments include anti-agers from Nivea and gradual-tanning moisturizers from L’Oreal.

• Mass products are gaining ground on their premium counterparts.

• Sales are growing through mass channels, while footfall in premium outlets like department stores has been seen in recent years.

•Men tend to favor tubes over glass jars, which are perceived to be more feminine.

•Men prefer gel products to creams for the same reason.

• The male skin condition/structure is different from female, especially in terms of aging.

• While females become more and more dry with age, males become more oily, with “old man shine.”

• It’s basic for men to take good care of their skin to avoid enlarged pores and “oily shine.”

• Over sebum secretion can lead to enlarged pores and blackheads.

• The colors on packaging typically thought of as “male” by men are black, blue and silver.

4 easy steps to clean

Step 1: Cleanse with Watsons Men Oil Control Facial Wash to remove impurities, reduce excess oil and sebum.

Step 2: Deep-cleanse with the Oil Control Facial Scrub, which contains jojoba scrub particles and moisturizing agents to help clean pores and gently remove dead skin cells without causing dryness or irritation.

Step 3: Tone with the Oil Control Facial Toner. This special oil-control formula has algae extract for extra hydration to keep skin refreshed and invigorated.

Step 4: Moisturize with the Oil Control Facial Gel, a quick-absorbing gel that helps control oil with added algae extract for hydration.