Modern men do not want to grow old. And any way trying to preserve her youth. Taking into account the growing interest of the stronger sex to the procedures that were once considered purely feminine, beauty industry is rapidly expanding market of services for men. And the past is perceived to favor. As in the West and in Russia. More recently narcissism is considered one of the most grievous sins. And now the fashion for men means to care for a very similar boom in the market of women's cosmetics 1920., There were specialized for men beauty salons and spa for men. And with good reason! "The better you look, the more you sell" In recent years, general director of large companies suddenly found themselves in the limelight. They are accountable for their actions to shareholders, analysts and, most importantly, to the media. Society often evaluate their appearance. And if the CEO is unable to look after themselves, the public has the right to ask: will he be able to monitor the company? Of course, nobody is trying to invent a recipe for eternal youth, but still care about their image. "You must sell a product, whoever you were: the CEO or working at gas stations. At the heart of modern life is one single idea: sell, sell, sell. The better you look, the more you sell," - said Omar Fadli. Another factor - the lack of clear boundaries early retirement age. "Today, men over 50, look like they looked 20 years ago, 30-year representatives of the stronger sex. They are equally energetic, healthy and youthful, - says David Rakkulya, founder of the company - manufacturer of hair care products American Crew. - In the past, top managers of any board of directors as two drops of water resembled each other. It was hard to find a CEO, who would be wearing costumes from Helmut Lang or John Varvatosa. Now the costumes are considered classics of fashion, and the managers 'age' have more to worry not only about clothes, but also about the hair. Rakkulya founded his company 10 years ago. During this time, men have become active consumers of cosmetics. "When we launched our brand American Crew, we advertise our products through the women - said Rakkulya. - They showed cosmetics husbands and lovers, and hinted that a man who looks good and smells more like the opposite sex. After this, men themselves driven into beauty shops. As a result, many representatives of the stronger sex are ready to experiment yourself to buy different products. All the taboos have disappeared. (In Moscow, a professional line of American Crew today use several beauty salons, seeking to attract a male audience, including specialist shops for men - approx. Ed.) "We always knew that man from time to time taken from the shelf in the bath creams and other cosmetics, their wives - says Christian Kurtan-Clarence, CEO of French company - the manufacturer of skin care products. - Women told us that the men used their day cream and products for eye care. " After all, in our days the role of women and men in society has changed dramatically. Strong floor became more care for their skin. Now the volume of the European market of men's skin care is $ 4.3 billion And it is growing due to strong demand for goods from customers and not through the efforts of companies themselves. Men in beauty salons and SPA centers "We want to include in the list of services for men procedure Botox (injections to remove wrinkles). Many customers ask us about it," - share their thoughts Light Wayans and Omar Fadli, co-owners of the London beauty salon The Refinery. "We have always believed that the most popular with our customers to enjoy massages, - adds to the above Fadli. - But we were overwhelmed by the demand for hair removal. We did not think that hair removal with wax would be so popular." The influx of male clients seen lately in the salons and spa. According to the International Association of SPA, 29% of the total number of visitors to the show, which offers spa treatments, are representatives of the stronger sex. Most of them cause there are women. Some time later the men themselves are beginning to actively attend the procedure, because they like the effect of relaxing spa. They understand that this is a good way to relieve stress. It seems that men's booming visiting beauty salons, had not gone by Moscow. In December, Leninsky 44, not far from metro Leninsky Prospekt, opened a specialist beauty salon for men «Terra Dell Uomo», immediately had won a lot of good reviews from various celebrities who visited him. According to Elena Kul'kova, director of the men's salon, Russia's men, claimed not only the traditional beauty salon hairdressing and massage, and manicure, pedicure, beautician services. "Demand is not only cosmetic services in the face, and body shaping - many would love to get rid of beer belly and double chin, so much so that the beauty salon is doing non-surgical - by means of cosmetic devices. But most men like the spa area where you can sweat in an infrared cabin, get massages, Ayurvedic rituals, to "rain" shower experience "- in general, in the morning to get rid of a hangover syndrome, and in the evening - relieve fatigue. Made in USSR Of course, most Russian men are still less care of themselves, the more advanced Europeans and Americans. "We come from the USSR, where the appearance received little attention - says Kirill Stefanov, project manager engineering company Sensors test system. - Instead of us must come to a new generation with a different mentality. " Kirill takes characteristic Russian managers look at the man's appearance. "We groomed men must be clean skin, hair neat, pleasant fragrance and stylish clothes" - he said. "The manager should look for one hundred percent - adds Dmitry Fedosov, a partner agency of Marketing and Communications Ralph Inc.