Long gone are the days of businessmen entertaining clients on the golf course as they tanned themselves. The era of the metrosexual is upon us.
Today, there is an increasing number of men who pamper their skin for reasons that include both business and health. Some men use cosmetics containing UV blocking agents, others use parasols to avoid making contact with direct sunlight. Even businessmen have worked a skin-care routine into their work habits.
"It's natural for a salesperson to take care of his skin," said Yoshiki Katsuragi, 30, who works for Recruit Co. Katsuragi's morning routine starts with a healthy dose of facial lotion, which runs 7,000 yen (S$109)Â a bottle.
A long-time salesman, Katsuragi spends much of his time outside on his way to visit clients. Every night, he takes the last train home, often after entertaining clients over drinks. A few years ago, he noticed this lifestyle had started to take its toll on his skin.
During a slump in sales, he discovered that a lot of his female clients were staring at the skin on his face, making him think his numbers could be suffering because of his rough skin.
"I realized that if I didn't pay attention to my appearance, I'd have a hard time getting potential clients interested in what I had to sell them," he said.
Ever since, he has gone through a skin care regimen every morning and night and takes vitamin C supplements. He often washes his face, even during working hours.
After a while, he says his clients seemed to have become more friendly toward him. He also began to see better sales results, as if in line with his improved skin.
"I don't think it was just because I was taking proper care of my skin, but perhaps that also led to renewed self-confidence and changed behavior," he said. "It's just my skin, but it's still important."
Skin care for men
According to marketing research company Fuji-Keizai Group, the recession has led to a decline in the overall market for male cosmetics--including hair products. However, men's skin care products, such as face wash and lotion, are slling well: This year is expected to see 16.5 billion yen (S$259 million)Â in sales, up from 11.8 billion yen (S$185 million)Â in 2000.
Shiseido Co.'s main line of cosmetics for men used to be priced at less than 1,000 yen per item. However, since the launch of its new higher-priced brand of moisturizers and anti-aging creams, the company has seen more than 10 percent annual growth for its skin care products, mainly because the products now cost between 2,000 yen and 7,000 yen (S$31 -109).
"You might think men who buy skin care products are a bit on the feminine side, but in fact, many of them are quite robust," said Koji Kobayashi, 23, who works at a cosmetics counter at a Shibuya department store.
Kobayashi says most of his customers are businessmen of all ages, who often leave the shop in a hurry as they head for their next appointment.
Parasols for men
Some men also are turning to an item long associated with women to protect their skin: the parasol. The umbrella sunshade helps fend off harmful ultraviolet rays.
In 2008, Tobu department store in Ikebukuro began carrying a large assortment of men's parasols. This summer, the store sold 30 of the sunshades, twice the number of last year.
According to Tokyo-based umbrella dealer Kashiwaya, the company received online orders for 300 men's parasols.
Ichiro Yamane, 54, a professor of social psychology at Nagoya's Sugiyama Jogakuen University, proudly uses a parasol. Yamane, who also is a licensed weatherman, is well aware of the terrible damage ultraviolet can do to skin: liver spots, wrinkles and skin cancer.
He began using a UV-blocking parasol a few years ago.
"We should start thinking of parasols as everyday items like the umbrella," he said. "We need to stop thinking of them as something only women use."
Ryuen Hiramatsu, 30, a lecturer at the International Research Center for Japanese Studies in Kyoto who studies makeup psychology, points out the importance of appearance in today's competitive society.
"The performance-based system has replaced the seniority system. As a result, more and more women are in management and have the power to make a decision," he said. "In the past, you may have seen shabbily dressed men, but those days are history."
Feeling uneasy about his own skin, this reporter, 33, decided to have his skin examined. Maybe it's because of my irregular lifestyle, but it ranked the lowest in terms of moisture. Maybe I, too, need to start taking better care of my skin to get ahead.