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: managing director of Mumbai-based Stratagem Media.

Worldwide, moisturisers are a key element in a man’s skincare routine coming right after shaving and after-shaving products in terms of their importance, says Dr Maria Langhals, corporate director and head of product development for face, lip, hair, colour cosmetics and fragrance management at Beiersdorf, the parent company of Nivea. Of the total men’s facecare market of $8.5 billion in 2006, for the record, 50% comprised shaving products, 35% were after-shaves and 15% were care and cleansing routine products, which includes moisturisers, says Euromonitor, a leading provider of global market research.

Gillette and Wilkinson are some of the key players in the shaving products segment in the world, but the skincare space is a bit more fragmented, dominated by the likes of Nivea, L’Oreal and Johnson & Johnson, though niche players such as designers labels Giorgio Armani and Gianni Versace also exist. “The men’s segment is evolving. So it’s not surprising that you have so many players operating there,” says Anuj Saxena, managing director,

Elder Healthcare.