BEAUTY IS
SKIN DEEP

4VOO want to make men re-think beauty says Simon Chilvers

 

The difference between addressing men and women when it comes to cosmetics is plumping for the word grooming where otherwise the word beauty might be, it is generally thought that real men won’ t consume ‘beauty’ products because it somehow undermines their masculinity whilst the concept ‘grooming’ is seen as being inherently male.

But when it comes to gay men, we are apparently less sensitive about such labels, no doubt because we are thought to be more in touch with our feminine sides or some such stereotypical old guff. But in our increasingly vain society, where everyone is more self-aware, more body conscious and more easily duped into buying self improvement – why do we still need to make the beauty/grooming, gay/straight distinction at all?

Surely once it is common knowledge that the so-called bad boy of rap, Eminem is fond to be partial to the odd facial and the England football captain plucks his eyebrows – such distinctions seem utterly outdated, and dear I say it, rather pointless? These days aren’t men pursuing beauty in ways not dissimilar to women?

Marek Hewryk, the founder of Canadian skincare range 4VOO certainly seems to think so, especially when he raises the question: “Why can’t men be beautiful”? It is perhaps with this very viewpoint in mind alongside a dissatisfaction with the current skincare options available, that he launched a range of products, cleverly marrying skincare essentials with men’s make-up.

But will make-up for men really catch on? According to Hewryk, it already has: “The big hit has been our shine reduction powder, it is translucent, so no one knows you have actually put on some ‘make-up’. No colour – no fear of being accused of wearing powder! Men just love it!” 

In addition, the range also includes a ‘confidence corrector’, which is designed to hide blemishes and dark circles – “With age, you have to start hiding some of the imperfections,” Hewryk says.

Aside from Hewryk, fashion designer, Jean Paul-Gaultier is also convinced that men want to experiment, if his recently launched ‘LeMale’ range is anything to go by. It too features make-up influenced beauty products.

4VOO is not just about make-up though. The company also specializes in a series of more basic products, which have been carefully developed, so often they will combat more than one problem at a time. Take for example their ‘repairing aftershave balm’, which according to Hewryk, doubles as a moisturizer whilst also being a great preventative treatment against ingrowing hairs. Or the ‘rejuvenating eye gel’, which helps to visibly reduce wrinkles and puffiness by firming and toning the area around the eye whilst helping to mask those horrible dark circles, which otherwise betray a heavy night on the town.

4VOO use, rather appropriately, the tag line ‘distinct man’, a phrase that describes not only their forward thinking approach to grooming but the type of man that will undoubtedly be attracted to their products. So, say goodbye to grooming as you may know it because things are changing. It is no longer easy to separate men from women or gays from straights because ultimately we all want to look younger for longer. 4VOO also adds to their tagline, the following – ‘Break the rules! Have fun, be sexy, feel luxurious.’ And, lets face it, you can’t argue with a punch line like that, now can you?

4VOO products start from £18, and are available at Pure Face and Body, 89 Moulsham Street, Chelmsford, 01245 346 977, www.malegroom.com or www.4voo.com