PALM BEACH GARDENS, Fla. - Once upon a time, men used bar soap and thought foundation was part of a house.
Those days are long gone.
"Clinique has come out with a concealer for men because they also care about dark circles under their eyes," said Laura Gallo, cosmetics manager for Bloomingdales at the Gardens Mall.
That's right, whether they admit it or not, experts say more men are flocking to the beauty aisle.
"I’ve had women come in saying 'I’m tired of my husband using my skin care products can you find him something?' " said Ronnie Dean, skin care manger at Nordstrom.
"A lot of times their wives or partners will bring them in to tell them about it," said Gallo.
Sales figures show that last year Americans spent close to $5 billion on men's grooming products.
That is more than double what men were spending about a decade ago.
Among the best sellers are skin care products whose sales have more than quadrupled over the last 10 years.
"People want to look younger, we're bombarded with images of beauty and this is the only way they're going to help maintain that," said Dean.
But do not call it "makeup." Cosmetics marketers are steering clear of the term. By using names like "Cross-Terrain" they are making sure they target men.
So how would concealer fare with the average man? "I would buy the lotions no doubt, but the makeup, I’ll pass," said shopper Morrgan Hawkins.
"I’m sure it works for men 18-29 a lot more than 55 plus," said Pete Barrett, another male shopper.
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