The “Secret Life” of Male Skin Care Shoppers Exposed – Part 1 of a Special 2 Part Exposé
A fundamental strength of any successful business is its ability to answer a clear, confident and consistent YES to the following question at all times: Are you easy to do business with?
At first glance (and each subsequent one, too), la beauty supply the question seems either redundant, or absurd. “Of course,” most business leaders would automatically reply to that strange inquiry, “we’re incredibly easy to do business with. How can you ask such a silly question?”
Well, the reason we can ask such a ‘silly question’ is because a staggering number of businesses in the Beauty Industry aren’t easy to do business with. Not if you’re among the millions of men who are in search of Masculine Face Care™ (or what the effeminate beauty industry refers to as men’s skin care) and a buying experience that is aligned with a man’s basic, masculine nature.
For millions of masculine men across the US and the rest of the word – ‘doing business’ with the Beauty Industry is anything but easy. In fact, the spectrum ranges from humiliating to hellish.
Go Directly to Female-Centric Department Store Beauty Counters: Do Not Pass GO
Just as unlucky Monopoly® players are told to “Go directly to Jail, do not pass GO,” millions of men stuck playing the Beauty Industry’s strange game are given the same ruthless ultimatum: “If you want to take care of your face, minimize or prevent the visible signs of aging, or just keep your skin healthy, clean and safe from the environment, and you want high quality products to do it – then go directly to department store beauty counters designed exclusively for the shopping pleasure of members of the ‘opposite gender’.
And while most men would refuse to subject themselves to a buying experience that is totally against their nature and preference, there are some who secretly obey this order, because they have no other choice. They need to take care of their appearance, not out of vanity, but to gain an extra edge in an ultra-competitive environment – where first impressions based on how he looks could make or break the deal of a lifetime, or hinder his chances of advancing romantically with she who is the one, before she equates a less than perfect first impression with having no chemistry…
These men understand the need to keep the visible signs of aging at bay, to protect their skin from the daily shave, heat, cold, sun, and other environmental hazards, but they want to do it right and so they are selective about what they put on their face. After all – while that first impression may take mere seconds, it could be months, or years before he gets a second chance (if at all), to overcome the initial rejection. Conventional wisdom says that the opportunities that are truly once-in-a-lifetime, that shape the trajectory of our life path rarely come around twice.
Masculine men who want to gain every advantage deserve to have equal access (as their female counterparts) to the latest and best innovations in Masculine Face Care™ and anti-aging technologies. Having no other options, secretly and shamefully, men slink into department store beauty sections and awkwardly purchase men’s skin care and men’s anti-aging products as quickly as possible – and then leave just as quickly, before they’re spotted by the wife of an acquaintance, or worse, before they’re caught in the tractor beam of ever hovering beauty consultants.