Best face forward

Fed up with the lack of men’s grooming products on the market, Manhattan-based Anthony Sosnick decided to create his own. Now six years old, Sosnick’s company Anthony Logistics For Men is one of the most popular men’s skincare lines on the market.

And it’s a brand with a conscience -“ a percentage of all proceeds from Anthony Logistics products is donated to organisations dedicated to increasing awareness of prostate cancer, which affects one in six American men. We asked Sosnick about the shape of the men’s grooming industry today.

SYDNEY STAR OBSERVER Men -“ straight and gay -“ are taking much better care of their skin and general appearance these days. What do you put this trend down to?

ANTHONY SOSNICK Many reasons. There is much more information in the press than ever before promoting healthy skincare and a healthy lifestyle, helping to make it less taboo for men to use these products and it’s now almost expected for a guy to be well-groomed.

There is more competition in the workplace than ever before and many men need to look younger to keep their competitive edge.

Also, for the last decade healthy living -“ diet, exercise, mental health -“ has become so prevalent in the world it is natural that to have healthy skin would follow suit.

SSO What are the essential things or procedures every man should include in his daily skincare regime?

AS Cleanse, tone and moisturise with products appropriate to his skin type. The real key, however, is consistency.

SSO At what age do you suggest men start using an eye cream at night?

AS This really depends on the man and the condition of his skin. There are many men who use an eye cream before the age of 30 as a preventative against the signs of aging. Eye creams can be used day or night depending on their use.

For example, if a man wakes up and has dark circles and puffiness under his eyes he will want to use the products in the morning so he looks fresh for the day.

Some ingredients to look for are cucumber extract, caffeine and green tea extract. At night he can apply the product to maximise the anti-aging process. Key ingredients to look for are wheat protein and shea butter. However, I suggest use during the day and one can always reapply at night.

SSO Which of your products are the most popular?

AS The products in the face and shave category -“ Shave Cream, Glycolic Facial Cleanser, Facial Scrub, moisturisers. These are the essentials and the ones that can show immediate results for the place on your body people tend to look at first -“ the face. Well, I guess most of the time -¦

SSO In which countries are men’s grooming products most popular?

AS The United States, England and Germany tend to lead the way at this time.

SSO Which age groups of men are into men’s products?

AS Really all ages, but if I had to give a number it would be something in the 21-55 range. I am also referring to the prestige market.

SSO Do you think there will come a time when the men’s cosmetic industry will be as big as the women’s?

AS I don’t think the men’s industry will ever be as big as the women’s. There are many reasons why, but after almost a decade in research and being in the men’s skincare world my gut feeling is no.

However, I think the men’s market is not a fad and will show a steady growth for many years to come.