Beauty or the beast?: Don't be ashamed; Walk unabashedly into that department store and ask for male beauty products. It may give you just the image you need. (Exec's Corner).

While the Western world's cult to feminine beauty probably began on the same day that Eve hit the scene-and there has always been a cosmetics industry around to cater to this-male beauty concerns have taken longer to evolve. These days, however, the growing male preoccupation for aesthetic harmony and an attractive presence has become comparable to that of women.

One only has to see the amount of men who currently submit themselves to facial treatments, manicures, hair implants and other common beauty procedures. Being stronger, more athletic and beautiful are among the most important aspirations of all people this century, no matter their sex.

And in Mexico, this is no small matter--according to a recent 30-country study by trend-researcher Roper Starch Worldwide, Mexican men are the second most vain men in the world, out-ranked only by Venezuelan men.

BETWEEN MAN AND MONKEY

Of course, when it comes to beauty, most men will still list exercise, a good night's sleep or nutrition as their main strategies.

But many men--especially executive businessmen--are aware that they may need a little more than that to pull off a pleasant, self-confident and harmonious image. Increasingly, an efficient businessman, besides having the latest Palm Pilot, lap-top and an efficient secretary, is concerned about his looks. An executive arguably benefits more from improving his image than others, as physical appearance--whether we like it or not--can often dictate whether a deal is sealed or who gets that promotion.

To address this demand, a series of specialized beauty products have reached the male market. In case you've never heard about cosmetics for men, they've actually been around for some time now. One of the first brands to launch beauty products for men on the Mexican market was Clinique in 1976. By the late 1980s, many male cosmetic brands had gained popularity.

Unfortunately, there are still men who believe that the closer they resemble monkeys, the more "manly" they are. Others continue to believe that old Mexican adage that men should be feos, fuertes y formales. With those kinds of popular conceptions floating around, many men who actually use beauty products, keep it secret.

CHOOSE YOUR WEAPON

But there's no reason to be embarrassed. Today, any man can walk into his local department store or health club and request a facial, hair or full-body treatment.

Most cosmetics companies also offer kits, with three or four basic products plus some complimentary ones. If you've already made up your mind to take the plunge, prepare to spend between 700 and 3,000 pesos for a set of products that could last you some three to four months. The results will ultimately depend on your skin type, and, of course, your own dedication to using the products regularly.

The Clinique line offers more than 20 different quality beauty products for men--ranging from anti-aging cream to sun block to perfumes and after-shave lotions--at accessible prices. For example, a basic skin treatment with three products goes for about 1,100 pesos. Another company is Lab Series, an exclusively male-products brand that offers a complete skin-treatment package at around 1,300 pesos. The company also offers deep-cleansing skin treatment services.

Next is Polo Sport, a newer line of products from Ralph Lauren. A complete skin treatment program costs about 1,500 pesos. A company like Switzerland-based Juvena offers beauty products for men, at between 190 and 500 pesos per product. Last of all, we have Sisley, easily among the most expensive options out there. Its extensive and well-known line of male beauty products range between 650 pesos and 1,700 pesos per product. A full Sisley skin treatment surpasses 2,500 pesos.

Then there are catalogued beauty products like those offered by Mary Kay, Avon, Fuller and Yves Rocher. All of these companies offer beauty products for male skin-care and hygiene. Yves Rocher arguably offers the best quality, although at a higher price.

Meanwhile, if you happen to be a committed environmentalist, you'll want to get your beauty products from The Body Shop. The company produces only high-quality natural products that involve no animal testing. It is fair to say, however, that for a lower price, one can probably acquire a similar product from another company.

Irene Tadeo is a Mexico City freelance writer and a self-proclaimed expert in male attractiveness.