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Beauty is skin deep and how!

Yomiuri Shimbun/ANN
TOKYO, July 3: A rise in the number of men taking daily care of their skin has led to a dramatic increase in sales for male skin-care products.
In the past, male cosmetics were mainly limited to hair and after-shave products, but there has recently been a steady increase in skin-care products available for men. For example, sales of Shiseido Co.’s male cosmetic range jumped 40 per cent from the previous year.
In 2004, a Takashimaya department store in Tokyo opened a booth selling male cosmetics. On display are a range of products including cologne, after-shave skin lotion, liquid foundation and nourishing creams from six cosmetics brands, including Aramis ~ part of Estee Lauder Co. based in the USA ~ Shiseido and Issey Miyake.
Shigeki Okada, who works at the booth, said that it was not only young people who are buying the products, but also those in their 50s and 60s. Most items are for skin-care and are products that few men have used in the past. Items in the 3,000 yen and 4,000 yen price range have sold particularly well.
The booth also has a device that can diagnose whether a man’s skin produces excess sebum or is too dry.
Men’s skin excretes more sebum, and moisture evaporates more easily than with women. Secretion of sebum can cause skin problems, such as blotches and acne.
Daily shaving also damages skin as do the aging effects of ultraviolet rays.
Mr Yasuyuki Nagashima, a Shiseido employee in charge of developing cosmetic products for men, said that dryness caused by air conditioning at offices, daily exposure to ultraviolet rays, sleep deprivation, and irregular eating habits have created skin problems for men as well as women.
It is therefore necessary to use skin lotion to retain moisture after cleansing, as otherwise the skin will secrete more sebum to regain moisture lost during cleansing.
“Gentle facial cleansing is the key to keeping good skin,” Mr Nagashima said.
Many men scrub their faces with soap and cleansing foam, which can damage skin and make it vulnerable to irritants such as ultraviolet rays.
For facial cleansing, men should put a centimetre of cleansing foam on their hands and gradually add warm water. After creating a lather, he should gently massage his face with it.
After shaving, he should use a towel to dab his face to let skin absorb moisture. “If people use cream to protect their skin from being exposed to ultraviolet rays before going out and apply nourishing cream before going to bed after facial cleansing, they will see the difference after five or 10 years,” Mr Nagashima added.