Increase in the sale of men’s cosmetic products during World War II suggested that a new large potential market existed in this section of the industry. Before this time, cosmetic and toiletries for men were purchased mainly by women, but with interest growing, many new brands were produced and sales increased considerably and it is now accepted that men are buying these toiletries regularly. It is probably true to say that the real advances in this market have been made in the manner in which the products are presented and also by modern methods of marketing. A uniform range of products is offered and particular attention is given to packaging. Advertising is devised to associate the use of cosmetics as being an essential part of masculine behaviour, and special perfumes with so-called masculine appeal are used.
KeywordsGlycerin Alginate Lecithin Linoleate Polyol
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