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SCMP Reporter

RE-EMERGING from beneath an aqua-green seaweed face-mask, the Hongkong executive had the look of Botticelli's Venus rising from the ocean - a little coy, a little expectant, but radiant.

  It had to be admitted, his skin did look cleaner and healthier, or maybe it was just a trick of the imagination?   Going to the beauty parlour used to be a woman's preserve. But Hongkong men want a slice of the action, too, as more and more discover the benefits having their skin cleansed, toned, exfoliated and moisturised.

  ''Let's face it, men are natural peacocks,'' said Lynne Chapman. And with more than 20 years in the beauty business, she should know.

  The explosion of beauty products and treatments for men attest to the fact that the modern Hongkong man is willing to spend time and money to look his best.

  ''It's more acceptable for men to take an interest in their appearance than it used to be, so more of them are taking advantage of their new found freedom,'' said Mrs Chapman, who manages the beauty salon and barber's shop at the Mandarin Oriental.

  Not only are they prepared to invest more in their wardrobe, men are also discovering the benefits of refining and improving their physical features.

  Manicures, pedicures and facials are becoming as much a part of a man's routine as going for a trim at the local barbershop.

  But why are real men suddenly as comfortable with cold cream as their girlfriends?   Norman McLeod of trendy hairstylist Andre Norman believes it is partly because ''women are more demanding. The modern woman is in a position to expect more from men.''    Mrs Chapman said most of her clients had been encouraged to try a facial by the women in their lives.

   Michael Kwong, a 28-year-old advertising executive was persuaded to take the plunge by his wife - and hasn't looked back since.

  But like many before him, Mr Kwong has found that one must suffer for beauty: ''It really hurts when they extract the blackheads,'' he said.

  Facials are an open secret in his business. He estimated that between 20 and 30 per cent of his colleagues had them.

  ''In our profession, image is very important. You have to make a good impression, and that includes looking clean, tidy and smart.''   There can be no denying that a person's appearance affects their self-esteem and confidence, and in the competitive world of sales you need to have both in abundance, said 32-year-old Bun Ho.

  Mr Ho had his first facial more than five years ago, ''because I had acne and bad skin which affected my confidence at work,'' said the sales manager.

  He was initially apprehensive, but his sisters egged him on. When he saw an advertisement about facials for men he plucked up the courage and gave it a try.

  ''There were times when it was embarrassing - after a facial I would be really conscious my skin was glowing, and I just wanted to hide away,'' Mr Ho said.

  Even so, he believes the treatment has made a difference and that people are more willing to accept that men can have facials.

DESPITE the change, there is still some stigma attached to a man who spends what may be perceived as excessive time and money on his appearance.

  Mr Edward Lau, has been having facials on and off for several years but recalls how, at first, it was embarrassing to walk through the salon doors. ''I'd go to a unisex salon and I felt the women clients were staring at me,'' he said.

  Sensing a gap in the market for beauty treatment centres aimed specifically at men, the Men's Skin Centre was opened a couple of years ago in Central.

  ''Young men have greater spending power and are more prepared to spend on themselves while older men realise there are ways to combat some of the effects of the ageing process,'' said manager Ms Terry Cheung.

  Even so, some men are still reluctant to go for the full make-over. ''Some clients are willing to try new treatments when they are here but less willing when it comes to using products at home. Maybe they fear people will think they are vain.''   Mr Kwong had his own explanation for the phenomenon. ''Only women could be duped into spending so much money on this cream and that lotion,'' he said.

  ''I wouldn't bother doing anything at home. Going to the salon is enough - it's like taking your car into the garage for a service.''   For men who fear taunts of being vain as much as the onset of wrinkles, the Men's Skin Centre has introduced ''Express Executive Treatments''. Sessions last for about 30 minutes instead of the usual hour.

  Although this means the frequency of treatments must be increased, Ms Cheung believes her clients will appreciate the idea.

  ''This way they needn't feel they are spending too much time on the facial, and it is always easier to slip out for half an hour without having to explain where you've been,'' she said.

  ''It is more acceptable for men to have facials now, but not everyone is ready to admit it.''   Responding to fears that having a facial might soften their macho image, the centre provides individual cubicles for each client. Service is strictly confidential.

  Although many men cite career enhancement as the main reason for having facials, Mrs Chapman says the therapeutic effects of such treatment should not be underestimated. It's not hard to see what she means.

  With lights dimmed, soft music playing and gentle hands to massage and tone, the busy executive can, for between $200 and $1,000, let boardroom tensions wash away.



The acceptable face of male massage parlours