More men give body shaving a try.
Evidence of this new trend is a recent campaign from Beiersdorf-owned brand Nivea, "Baring Is Caring," which highlights the body shaving habits of men.
The majority of men, 80%, according to Nivea, shave some part of their body below the neck at least once a month. However, unlike shaving the face, which most men get right, those shaving body parts are doing so incorrectly, resulting in many men, 58%, experiencing some form of skin irritation on the shaven areas.
In its effort to help educate men who are shaving below the neck, Beiersdorf has turned to two high-profile men, NFL wide receiver Danny Amendola and Olympic bronze medalist Adam Rippon, who both shave their bodies because of their sports. "Our intent was to select two well-known guys with passionate fan bases who body shave already, but for very different reasons, to star in the series," said Lindsey Brink, vice president of marketing and integrated media at Beiersdorf.
Rippon, who shaves his entire body for swimming, recommends Nivea Men's lineup including the Nivea Men Body Shaving Stick and Nivea Men Soothing After Shave Lotion. "It's all about using the right product. Before I discovered the new Nivea Men Body Shaving Stick and After Shave Lotion, it was definitely a challenge to shave below the neck," Rippon said.
As Brink noted, most men do not realize that shaving the body is not the same as shaving the face. "Body hair takes longer to grow back than facial hair, so irritation from body shaving can have a delayed occurrence versus the immediate effect guys see from facial shaving," he said. And, of course, men generally have more body hair, and thicker body hair, than women.
But even though the male epilation trend is growing and helping to the push the booming men's grooming category, women continue to dominate the hair removal market. According to a survey from Philips Beauty, American women, on average, spend more than $650 per year on hair removal. The survey also found that many women believe it is important to completely remove unwanted body hair for special occasions, such as a vacation (55%), a first date (41%) or a holiday gathering (22%).
For women looking to make body hair removal more effective and convenient, Philips Beauty has introduced the new Philips Satinelle Advanced epilator, now with faster hair removal and the same award-winning design. Philips' latest epilation technology is designed for women who want longer-lasting hair removal and smoother skin, even in the most sensitive areas. Featuring unique ceramic discs that rotate at a greater speed than ever before and firmly grip fine and short hairs, Philips says the Satinelle Advanced is the brand's most efficient epilator yet.
With the epilator women can quickly remove hairs by the root from the entire body, including legs, underarms, face and bikini areas--targeting hairs that are up to four times shorter than when waxing. The device's extra-wide head, made of a unique ceramic material, provides exceptional results and removes more hair in one pass.
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|Title Annotation:||SKIN CARE|
|Publication:||Chain Drug Review|
|Date:||Sep 24, 2018|
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