FACE MAN

“We clean!”

That’s the almost daily refrain from our dancehall stars and from the general looks of it, our sporting achievers take the line seriously themselves.

No question, men’s grooming has taken on loads of added substance, pardon the pun, since the days when a shave and a splash of Old Spice (ironically, still in vogue thanks to its great ad campaign) meant a special occasion was afoot.

Men’s grooming is currently a billion-dollar business, in fact, projected to hit US$33 billion globally by 2015, according to economic forecaster Global Industry Analysts, Inc. The report states, inter alia:

“the trend is being driven by the male role models, including sportsmen and film personalities. As the gender boundaries are blurring, global firms are increasingly focusing on finding new ways of making profits from the emerging characteristics of men consumer segment. The trend has resulted in entry of a large number of personal care products manufacturers into the men's grooming market with cosmetics and beauty products designed exclusively for men.”

Sports men and film personalities. No surprises there. Image, as the ad tagline famously declared, is everything, and the clean-shaven (often bald-headed) look sported by many top-tier athletes was bound to be an influencer for the scores of impressionable sports fans.

Shaving, along with after-shave care, is arguably still the premier men’s grooming activity, and men's top complaint is "not getting a close enough shave," according to says Kristina Vanoosthuyze, senior scientist at the Procter & Gamble, proprietors of the legendary Gillette shaving brand.

Sales of men's razors and blades world-wide are expected to hit nearly $13 billion this year, up from $12.8 billion in 2011, according to market-research firm Euromonitor International This as shaving products, including razors and creams, have become more focussed on helping men get that close yet sleek look, and free of those annoying (not to mention painful) bumps and nicks.

Some of the discomfort and frustration from shaving is inherent in the act itself:  it is, after all, ablade applied to the skin. Several experts are weighing in on the issue of just how to shave – and what to shave with.

While more blades (five is the current “gold standard”) generally equals a better shave, blade design is just as important. Blades that “glide” reduce the inherent friction of the process and result in a smoother, pain-free shave.

The #1 key ingredient, however, is moisture. Water, and specifically warmer water, softens the keratin, or skin tissue, around the face. Again, the end is result is smoother hair-lift, less aggravation. For the same reason, a shave in the shower is most advisable.

When applying pre-shave moisturizers, the main caveat is “read your labels.” Though it’s on its way out, some products still contain alcohol, a proven irritant. Aloe and ginseng are, of course, much better and more common.

The old adage for houses is that “new brooms sweep clean.” Similarly, for disposable razors, its best to use them fresh. No more than a week, the experts recommend, but simply, if you feel a noticeable drag from your razor when shaving, then it’s time to toss.

Unfortunately, nicks aren’t totally unavoidable, but one can lessen the sting by either applying pressure to the area for about two to three minutes, or also an ice cube. Leading men’s products purveyor Clinique has come out with it’s branded “Post-Shave Healer” to soothe such scrapes.

Ingrown hairs, on the other hand, are preventable. Firstly, shave with, not against the grain of the skin. Some men still swear by against-the-grain shaving as a means of getting closer to the roots of facial hair, but this practice actually pulls the skin too tight and the result is then inevitable. A topical vitamin A cream (retinoid) applied before bed, can also help prevent hairs getting embedded in the skin.

Never tweeze. Never. Instead, use a wash cloth (warm) before shaving in a circular motion to gently dislodge the superficially embedded hairs.