Even men have started using cosmetic products and have become too conscious about their appearance.

Dr. Lisa McNeill from Otago University and L'Oreal scholarship honors student Katie Douglas conducted a research called Retailing masculinity: Gender expectations and social image of male grooming products in New Zealand.

Earlier, cosmetic products were only a matter of concern for females, but with the time passing by even men have been exposed to some cosmetic products. The Kiwi men always believed that cosmetic products were not meant for males, but with changing trends, even men were getting accustomed to use beauty products that enhanced their outer appeal.

Ms. Douglas carried out a study on men aged 18 to 22; these males were questioned about their access to cosmetic products and their view about men using beauty products. The feedback of men revealed that these days’ men considered looks at a very important aspect in their life. The men accepted that having 5 cosmetic products in the closet was not a strange thing, but having more than that, irrespective of any skin disorder, was not reasonable.

As per McNeill, "They have worked out how to balance the notion of being manly with using products that are good from a hygiene or self-care perspective, but that could also be seen as beauty products”.