A well-groomed man will always be well received. The times in which body care and body awareness were considered purely feminine attributes are gone. In the meantime, men have also discovered that in today’s society success is also a matter of appearance. Men are willing to do what is necessary for good appearance, and in particular successoriented men have high standards in this regard.

According to a study by TdW Intermedia (2003) two thirds of all men between the ages of 18 to 59 years put a great emphasis on a wellgroomed appearance, and are increasingly using skin care products which were developed especially for male skin. There is an increased willingness among men to protect facial and body skin against environmental pollutants and premature aging.

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