Scrubbing up nicely

Sep 29 2009 by Liz Lamb, The Journal

Male grooming and fashion is big business with sales of beauty treatments and clothes going through the roof, yet some men still prefer a simple soap and water regime and to lounge around in casualwear. Liz Lamb gives three self-confessed scruffs a makeover.

CELEBRITIES such as David Beckham and Brad Pitt make no secret of their heavy duty beauty regimes. From skincare and facials to make-up, manicures and plastic surgery, the male beauty industry has been transformed in recent times and now business is booming.

UK sales of male beauty products have grown by a third in five years, while sales of skin-care products have increased by a whopping 900%.

Research has found that there is now more make-up brands for men than ever before.

Skincare ranges are becoming more diverse with the industry launching products for specific areas of the body, such as eyes and hands as well as latching on to the anti-ageing trend with new lines containing wrinkle-busting ingredients.

Thanks to celebrity endorsements and the rise of the metrosexual it has now become more acceptable for males to spend time and effort on looking good and that includes what they wear.

There has also been a sharp rise in the male fashion market in recent years making it an important area for retailers as they battle for business.

Yes some men still believe a simple soap and water regime is best and as for fashion, casualwear is always their first choice.

We decided to smarten up three self-confessed scruffs with surprising results.

Thanks to E’van Hair, 8 Princess Square, Newcastle, (0191) 261-7776 for the makeovers and to John Lewis, Eldon Square, Newcastle (0191) 232-5000 for providing the clothes.

JOHN MILLARD

SURFER John Millard cuts his own hair and soap is the only weapon in his beauty regime.

As a freelance photographer the 37-year-old is always dashing from job to job so he prefers to wear loose T-shirts, jeans and trainers.

He doesn’t own a suit and prefers having his hair long.

John, of Tynemouth, says: “I like a sporty, casual look. It feels more comfortable. I am a surfer and photographer so I don’t really wear suits.

“I did buy one jacket for my sister’s 50th birthday but I only wore it once, it cost £300 as well.

“I have always been a bit of a scruffy dresser. I do like good clothes but I like a loose fit as I am always running around taking photographs.

“I don’t have a beauty regime. I suffer from psoriasis so I use a clear soap and I can’t use certain products because of my skin. I cut my own hair as well.”

We gave John a fashion and beauty makeover, blow-drying and trimming his hair and dressing him in a trendy moleskin jacket and a shirt.

John wears John Lewis Brushed Twill Moleskin jacket £140, shoes by Dune £79, Ted Baker Crinkle check shirt £75 and chocolate Gant Jeans £59.

He says: “I was impressed with the results. It was a real change for me as I am so used to my usual T-shirt and jeans.

“The colours were quite muted and I really liked the final look.

“They wanted to put highlights in my hair and cut it shorter but I wasn’t up for that.

“I was happy to have a trim and style though and my overall look was definitely smarter.”