Emer O'Callaghan: What men want on the beauty front

Hello, August - where is the summer going? It’s fair to say July was a scorcher, boy.

The year is seven months down, and it’s as good a time as any to take stock.

I am always very grateful and blessed to do a job I love so much, and also to be at the top of my profession.

I feel I have a duty of care to leave some positive changes in the beauty industry while I am here, and one I am driving on hard is an end to the disgraceful animal testing behind the manufacture of some beauty products.

I’ve made it my mission to get this stopped and banned, and one of the most helpful things we all can do is stop supporting the companies who are still testing on animals.

So how do you know who is and who isn’t testing on animals?

Reputable companies who don’t test on any animals print this openly on their packaging, stating that their products are cruelty-free - the symbol is the little bunny in the circle.

I never stock any beauty or skincare brand in my clinic that does not abide by this.

I truly believe if more people did research on some of the big brands still testing on animals, that would make a huge difference.

I love all animals, and as I get older I see how they are so much better than humans: our pets are pure love and loyalty, and you are their world, yet they have no voice so we must be their voice and protect them.

This week, I want to talk about male beauty. I recently did a mini- survey of Irish men aged 50-60 to find out their skin and ageing concerns. Out of 50 emails I sent out looking for volunteers, only one didn’t reply (and, sure, there is always one!).

The response was amazing, so thanks to all who replied.

Each was given three skincare products to use every morning and evening for 12 weeks, they filled out an online questionnaire at the start and again at the end.

In true Cork spirit, of course, we had the banter too, and they all enjoyed taking part in this survey. Many joked how they got a kick out of telling their wives and kids they had to go off and do their skincare regime for me.

As someone who grew up in a house of men, I know that they can have their hang-ups and insecurities too, and they want to age well and look good just like us women.

This week, I want to share some of the fantastic feedback I got.

Given the amount of men who stop me to tell me they read this page every week, I have always known men are just as keen for the skin and ageing tips as we women are.

I did one of my beauty videos on this recently and you can watch it on the Emerald Beauty Clinic Facebook, Instagram, and TikTok pages.

BALDING/RECEDING HAIR

This was the biggest concern of the 50 men I surveyed - 85% worried their hair was either thinning, receding, or they were going bald.

This is very interesting as I see how much marketing goes into menopause and targeting female changes over 50, and little is made of men over 50, but they too go through huge changes. The sheer drop in testosterone levels alone leads to changes in skin, hair, and body.

Some men in the 50-60 age group are on a form of medication, such as statins for high cholesterol, and this can also play a part in physical changes, as does diet.

So many men lack the mineral zinc in their diet and this would help them with hair growth, but, again, always check with your pharmacist or doctor if it’s OK for you to take zinc with other medications.

SPF

I was delighted to see that all the men said they used SPF, but lots did not reapply it - they use it in the morning but that is it. We definitely need more education on this.

Only two in five men said they wear a hat out in the sun, all wore sunglasses and the majority of them did not know that SPF was to go on their ears and lips also.

Most didn’t know what they should be looking for in an SPF, so again, this is where we need to get the awareness that your SPF must say UVA and UVB on it and the words broad spectrum.

Also, men are not applying SPF in the winter when they should.

RAZOR BLADES/FACIAL HAIR

Some of the men with beards said they had them to hide acne scars or uneven skin texture. Others just had a beard because shaving was a lot of work.

Electric razors were used by two out of five men over conventional blades. Sensitive skin shaving foam was the most popular, and good old fashioned Old Spice and Lynx body spray were still popular buys for many in this age group.

BEAUTY TREATMENTS

While three out of five men said they would like to try a facial, they didn’t know where to start and wouldn’t like to be in a waiting room with a load of women.

Half had absolutely no interest in any botox, fillers or cosmetic work.

All said they would like to slow down the ageing processes with good age-appropriate skin care but had no clue where to start with that.

Sport massage was the most popular treatment, and more than half had tried waxing or home hair removal creams on their chest at some point, but now were happy to just leave the chest hair.

TANNING

This one fascinated me. Four out of five men said they like to get a nice tan on holidays, they walk a lot and they keep the tan topped up here at home then.

Others used sunbeds and - wait for it - even tinted body lotions to take away that pale Irish skin. Some even admitted using tinted body creams on their faces. None used tanning injections or tablets, thank God.

But an old tan was a big deal for the Cork men, that’s for sure!

BASIC SKINCARE

All the men were given a cleanser, toner, and moisturiser to use every morning and evening. They said how they had never used toner before and had no idea what it was for.

The majority of the men loved the moisturiser and had never used a professional grade one for their age before. They saw a huge difference in their skin from using the three products every morning and evening. All said how they will keep up the regime now as they saw and felt huge improvements from doing so.

At the end of the day, we all like to feel heard and I do believe a lot of men in this age bracket find the ageing process tricky to navigate - it can’t all be about us ladies.

The beauty and skin industry is for everyone, male and female, and this is why I am so passionate about getting the education out there about skin and why it’s so important everyone knows how to clean and care for theirs correctly.

Again, a heartfelt thank-you to all the lovely gents who took part in my skin survey, ye were great sports and the feedback will help our industry understand and better target your age group.

• Emer O’Callaghan is a multi-award-winning beauty doctor, skin specialist, and winner of Irish Beauty Therapist of the Year, who works at Emerald Organic Beauty Products Ltd, trading as Emerald Beauty Clinic, 021 4365949. A Guinot Crown Elite Clinic and Dermalogica Centre of Excellence, 2008-2026 - www.emeraldbeautyclinic.ie, follow us on Facebook/Instagram/ TikTok.

SIX WEEK KICK START

My Six Week Skin Kickstart has been a huge success since I launched it at Easter.

I find the biggest learning of all from this is that the majority of people are on the wrong skincare products for their age and skin concerns, and this is why so many are ageing so fast. It is just a waste of their money buying products that are not even for them. The education you will get on the six-week plan will stand to you for life, regardless of your age.

To book your first facial and start your Six Week Skin Kickstart, simply call Emerald Beauty Clinic on 021 4365949. Appointments only, free parking for clients.