Next time you're in a department store or the cosmetics shelves of a supermarket, take time to look at the facial-care products and you may be surprised at the space given to men's grooming.

The creams, lotions and whiteners are not referred to "beauty products" as they would be over on the shelves for the gals. Instead, they are called skin-care products.

Young men today take their cue from celebrities such as David Beckham in wanting to take care of their skin.

In the past, some brands kept it simple by marketing unisex products in masculine packaging but lately there's been a concerted effort to design moisturisers and the like that are specifically suited to the male skin.

Last Tuesday, the Swedish brand Oriflame launched its men's line of facial, body and hair care products plus a range of fragrances with a harem-themed party and fashion show featuring local hunks Mario Maurer, Kant Kantathavorn and Jason Young plus a parade of professional models.

On show were a range of Oriflame North For Men products including the face wash, sensitive-skin shaving foam, aftershave moisture balm, fortifying total hair and body wash, spray anti-perspirant, moisturising fairness lotion, shine control cream and triple eye balm.

Oriflame Thailand's managing director Suparaporn SC Pao says the line targets men of all ages.

"The highlight of the range is North for Men Fairness Lotion, which is specially designed to keep the skin clear and radiant. The fast-absorbing formula leaves no sticky residues, while the active ingredients - Rhodiola root extract and Polar White complex - not only keep the skin hydrated but also visibly improve fairness, protect against UV rays, and prevent darkening of skin."

Subodi Tunganaga, an executive with Kalpapreuk restaurant, says he's never thought about taking special care of his skin but recognises that a daily grooming ritual gives men an edge.

"Normally, I only use lip balm and roll-on deodorant. I wash my face with water. If I have skin problems, then I consult a dermatologist," Subodi says. "My sister has always encouraged me to take more care of my complexion and bought me skin-care products. Since there are now skin-care products especially created for men, I think I'll try them."

Furniture designer Khemreuk Kasemsan na Ayudhya says he uses products from a skin-care line from time to time because he suffers from dry skin.

"My wife helps me by applying products like serum, lotion, scrub and eye lotion. At first, I didn't like it much but when I saw the results, I changed my mind. As I have to see customers, looking good does help boost my confidence," he says.

Wattana Chumsai na Ayudhya agrees. He says he regularly uses face wash, toner and moisturiser as well as an overnight mask before attending an important event.

"I don't think it's only women who need to take care of their complexions. Men should do so as well," Wattana says. "Moreover, it's more than grooming. Inner beauty is important too and you can achieve that by eating fruits, vegetables and vitamins."

Oriflame and its natural ingredients aside, there's a wealth of other products for men, including the US-based brand Lab Series, which recently introduced Max LS Age-less Face Cream, a formula that aims to make skin look younger. The moisturising and non-greasy formula hydrates the skin, reduces the appearance of lines and wrinkles, even the tone and makes pores less visible for a rejuvenated look.

Another brand US that's penetrating the Thai market is Kiehl's. It recently added Facial Fuel, which promises to waken and uplift dull, fatigued skin.

Its formula, which contains vitamins C and E as well as chestnut and soy extracts, is meant as an aid for the sleep-deprived, over-worked man who cares about his skin.

In addition, the venerable New York apothecary is introducing Facial Fuel Anti-Wrinkle Cream, an oil-free, lightweight moisturiser that helps reduce fine lines and improve facial firmness.

And next month French skincare expert, L'Occitane, will introduce a new range of products for men, Verdon Pour Homme, featuring post shave, shave and after shave, along with skincare and hair products.