Skin care companies have taken notice of a newer demographic—men. In the past, male grooming primarily consisted of shaving products and deodorants, but as companies launch men-specific products, this market segment is recognizing that skin care is no longer just for women. Euromonitor has shown, for example, that per capita spending on skin care for men in Western Europe rose 134% between 1997 and 2002, making it the second largest male skin care market in the world next to the Asia Pacific region.

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