Office Men's Desire To Stay Young Looking Drives Growth In Market For Men's Cosmetics

In 2012, the international market for men’s cosmetics grew by more than 6 percent. Beiersdorf expects the market to grow even faster in the future, driven by increasing demand among men to remain looking young and dynamic in the workplace. German beauty expert Rebekka Reinhard said that increasingly it is alright for Western men to work more than 10 hours a day, but it is unforgivable not to maintain and improve their looks. She also said that it is not unusual for a group of men in the United States to be talking about beauty tips. In Europe, more men are availing of cosmetic surgery treatments to achieve their ideal look. For example, in 2012, 16 percent of all cosmetic surgery patients in Germany were men, according to the German Society of Plastic, Reconstructive and Aesthetic Surgeons.