Face Factor
Male vanity comes of age
ANTON Gonzalez, president of Planet Sports Inc., easily spends around P3,000-P5,000 a month on skin-care and grooming products. He won't have to spend as much, he admits, if he limits his needs to plain soap and water. But like a growing number of other men these days, he considers pampering himself a form of investment.
"It's just like buying toothpaste and toothbrush," says Gonzalez. "I don't mind spending more as long as I see and feel the difference. It's an investment in aging properly."
Gonzalez's products of choice these days are Shiseido men's line and Zirh, an American brand that exclusively addresses men's needs from head to toe, which he buys at My Beauty Hub. There was a time, however, when the former makeup executive settled for products made for women. No, it's not what you think.
Since the market didn't offer men a variety of options a decade ago, Gonzalez had to use Shiseido's complete skin-care line for women. He was familiar with the products because he used to oversee their distribution locally. He has hardly used soap and water on his face ever since.
"There's really a big difference," he says, comparing premium skin-care brands to ordinary soap and water.
Advertise
Why advertise with us?
- Target your ads by region, city or country
- Create high-impact ads
- Get 24/7 access to campaign reports
- Receive expert advice from our experienced account managers