Oh, James! It used to be about intrigue, fast cars and faster women. But for some men, James is becoming a figure of culture, style and the ever growing importance of grooming.

While men have always attached as much importance as women to their external appearance; it looks like theyre now using more skin care products than simply the basic shaving products.

Especially among the younger generation, this group is increasing their consumption in skin care - and its natural products that are occupying a strong position.

They prefer it Naturally shaken not Commercially Stirred

Because mens skin is relatively robust, natural skin care products perform well. Because of their all natural substances these products offer long-term positive effects and can even stimulate the skin to self-regulation. In contrast, paraffins such as synthetic dye stuffs, solvents and preservatives can lead to skin irritations.

Particularly appealing to men are low-irritation ingredients, soothing herbal compositions, special masculine fragrances and practical two-in-one products.

The Products That Love them

Fragrance also plays an important role for men. Current popular notes include sage, cucumber, nutmeg and cardamom. Other scents consisting of patchouli and cedarwood with a base of lemongrass, rosemary and clove provide a warm fragrance that appeal to both sexes. Even notes of rose wood and vetiver create a sensual base that men like.

Another increasing trend for men is having a facial and getting their feet done. And, in keeping with the traditional soap on a rope gift, handcrafted vegetable-based soap with a woodsy or an enticing citrus essential oil blend are becoming a real favorite with the younger men while still pleasing the older gents.

Men are becoming increasingly educated about their skin care. A perfect example is their after shave regime. It used to be just about finding a nonirritating aftershave or shaving lotion now he understands that this is just a masculine name for a gentle toner.

At your Service

Large commercial manufacturers are now looking to cater to these men but are concerned that men's skin care products are too feminine. Mens attraction to natural skin care manufacturers is perhaps that the packaging tends to be less focused on gender appeal, but rather on product quality, overall well-being and consumer education. Add an easy-going environment making it especially attractive to men.

As a result, traditional manufacturers are now playing with the notion that men are principally concerned with functionality over aesthetics. Some have stated that men are not really interested in multi functionality, opting instead for the no-fuss and minimalist approach to their personal care routine. While some others feel that there is no market, just marketers needing something to do since the female skin care segment is saturated.

For Your Eyes Only

Maybe a little of each is true. What else is true is that mens skin care market is full of potential but very little is known about mens preferences. What is known is that there are a large proportion of men who are resorting to buying natural facial care preparations for women because men place an emphasis on convenient application and on an attractive price-benefit ratio.

But, unlike Bond who accidentally discovers that Shatterhand is his nemesis Ernst Stavro Blofeld - large manufacturers will strategically come to a man near you. They will spend time to understand what he needs and through the power of packaging will build desire with this new consumer to buy their products.

And, before we know it, that splash rich in botanicals and herbs will unlikely be all natural but will have that market appeal with the ever-so-clever packaging and cost him twice as much.