IT WAS JUST another cocktail party at a Central hotel, with the usual well-dressed, perfectly groomed crowd - and we're not just talking about the women. Sporting designer suits, expensive ties and handmade shoes, the men seemed to have taken as much care of their appearance as the women.
Or had they? A quick straw-poll revealed that most were still using soap and water to clean their faces - the beauty experts' biggest no-no. And, given the remarkable growth of the male skin-care sector, these men are decidedly behind the times.
New lines are continuously being launched to appeal to men. Japanese cosmetics manufacturer Shiseido launched a men's skincare brand in May, and sales are already double initial projections, says company spokesman Wataru Takekoshi.
Market analyst Datamonitor predicts that the European and US male personal-care market could rise to US$37.6 billion in 2008 from US$31.5 billion in 2003.
'Ten years ago, a lot of men would use skincare products from ladies' lines,' says Clifton Kwan, cosmetics concierge at Lane Crawford. 'Now, there's a need to have special products for men with technology that targets men's skin.
'And it's not just cleansing and moisturising. More men today are using facial scrubs, masks and body-care items to take care of their skin'.