The “Marlboro Man” advertisement was launched in 1954 to introduce the Marlboro feminine cigarettes (with filter) to the male population. The idea was to portray rugged men, the cowboy type (with wrinkled rough skin); smoking filtered cigarettes. The campaign was one of the most successful advertising crusades ever and it managed to transform the Marlboro image from the feminine to the rugged male image within months.
There are two aspects of aging connected to the Marlboro man. First, the obvious connection, cigarette smoking and UV exposure, two characteristics that are the essence of the rugged Marlboro man, are proven wrinkle inducers and do accelerate aging.
The second less obvious connection is the introduction of a product associated with the female population to the large male population. Until recently, anti aging skin care products have mostly targeted the female population, the large male population is only now entering the huge anti aging skin care targeted population and the media has a major role in this transition too.
The Metrosexual man was “invented” in 1994 by the British journalist Mark Simpson. The term related to the young urban male of all sexual orientations (straight, gay and bisexual) who focuses on his appearance and “invests” in products for enhancing his looks, like skin care products, make-up, exfoliating treatments and fashionable clothes. David Beckham who was portrayed as the Metrosexual poster man, is a great example of the crossover between the image of the masculine straight male figure (sports man) and the well dressed, fashionable stylistic man.
So, just like the Marlboro man represented the introduction of the feminine Marlboro filter cigarette to the rough, rugged male, the Metrosexual man introduced the attitude of self indulgence in ones appearance and consumerism of products that in the past were associated with women only.
Skin aging is a process that affects both genders but until recently antiageing skin care treatments addressed mostly the female population. As part of the shift in the male image, thanks to the Metrosexual man, men can also address the aging symptoms; it is not a taboo for men to dye their graying hair and to undergo aesthetic procedures.
There is an increase of cosmetic products that specifically target aging skin in the male population. In addition, men have discovered spa treatments, 30% of spa goers are males.
Men’s skin is different than female skin, the dermis is thicker in males and it is richer in collagen and elastin, it is also oilier than female skin and therefore requires specific cleansers and skin toners.
Yes, male skin ages in a slower rate but men are prone to aging skin because they have been less careful about preserving it, hence, applying sun screen, and treating the skin with suitable cleansers and moisturizers. As the media boosts the image of the good looking, well preserved successful male, the skin care market is introducing specific anti aging cosmetics and anti aging skin treatments for the male consumer.
Some simple tips to help in preserving the male skin and slowing the skin aging process:
- Avoid using regular soap for the face as it causes the skin to dry and produce more oil (hence increasing the oiliness of the skin)
- Always apply sunscreen and avoid direct sunlight during the dangerous hours.
- Use a good moisturizer.
- Get lots of sleep and rest
- Stop smoking (if you do) (revert from the Marlboro man to the Metrosexual man…)
- Eat healthy food
- Exercise
Aging men can also benefit from many antiaging skin care treatments offered through beauty salons, Dermatologists and aesthetic clinics. Some of these anti aging skin treatments include laser skin rejuvenation treatments, IPL for removal of age marks or Radio Frequency anti aging treatments to improve skin texture, wrinkles reduction, treatment of lax and sagging skin.
Radio Frequency treatments can also assist with decreasing the waist size of the “pot belly” or sagging tummy skin that develops with age in men too.
So next time you think about the Marlboro man, think about his opposite – the Metrosexual man. You do not have to be rugged and wrinkled to be a “real man”.
Tags: aging, anti-aging, David Beckham, dermis, Exercise, IPL, laser skin rejuvenation, Marlboro Man, Metrosexual, pot belly, Radio Frequency, sunscreen, wrinkle
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