A study by the Marketing Department of the University of Otago has revealed that the countrymen of New Zealand have suddenly become very fond of beauty enhancing products.

The study has been published in the Journal of Retailing and Consumer Services and the lead author, Dr. Lisa McNeill, along with Katie Douglas, who has received a scholarship from L'Oreal, notified that alike women even men have started using cosmetic products.

When you go to supermarkets, you will find a large number of male-related products and the companies have been targeting the males too, like the females for sale of their products. From moisturizers to deodorants and from soaps to shampoos, distinct products are available for the males.

Douglas studied a group of people aged between 18 and 22 and observed their habits regarding the use of cosmetic products. It was notified that the men these days have become more conscious about their looks and they adopt the best possible ways to groom themselves.

However, these men are quite aware of their masculinity and do not use the women-related products which are actually meant for women only. Using a few products like creams for different purpose is quite justifying and does not make them look feminine.