By KATHERINE HOBY
Men do care about what they see in the mirror.
ACNielsen figures show that sales of specific male products are rising.
Dollar sales of men's hair colourants are up 79 per cent on 2001. Sales of men's fragrances have risen 35 per cent, and male moisturisers are up by 33 per cent.
Magazine publishers are also getting in on the men's consumer action - sales of "male-interest" magazines such as FHM, Loaded and Ralph are up.
FHM's fashion and grooming advertising has increased 35 per cent over the past three years.
Weight Watchers was strictly a women's domain for years, but demand has encouraged it to start a specialised weight loss service for men.
Peter MacRoberts, of central Auckland, said he liked the fact that he could pick up 90 per cent of his grooming needs at a supermarket.
"I like to check out the aftershaves, the gels and the shaving cream.
"But I'd only buy deodorant if I was shopping with mates. I wouldn't linger."
He works in the central city and said he and other men his age seemed more open to taking care of their skin and dyeing their hair.
Paul White, of Meadowbank, who was spotted comparing brands of aftershave, said he started shopping for himself when he lived alone, but now rather enjoyed it.
"And if almost 80 per cent of buyers are female, the view's not going to be bad," he said, when told the figures.
Mr White, who shared a flat with two other men until the end of last year, said he would never dawdle near the haircare section when with friends.
"That's just not done.
"We all know we use it but it's not very manly to compare brands and chat about it."
Checking out the shelves
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