

Last month, a new make-up product for men was launched in Japan – the H/E bronzing powder provides a delicate golden shimmer; and a manly factor 18 protection from the sun. Every day, a menu of power exfoliations, detox facials and executive pedicures attracts around 30 men – mostly professionals aged between 35 and 50 – to the chic male-only confines of The Refinery, a spa which opened last year in Roppongi's Tokyo Midtown development.
The growing quest for self-improvement and rise in disposable incomes, combined with a shift in gender stereotypes, are among factors propelling men towards the world of beauty. A study by Shiseido, the Japanese cosmetics company, found as many as 70 per cent of Japanese men believe appearance is important and 15 per cent spent an average of Y2,000 a month on cosmetics.
