Making it manly to moisturize

07/7/2004 | BBC

The market for men's grooming products is taking off, with some companies crossing their fingers that the market ultimately may be as large as that for women's skin care. To overcome notions that cleansing, toning and moisturizing are "girly," companies such as Gillette are recruiting sports stars such as soccer sensation David Beckham -- a self-confessed moisturizer user -- to promote their brands.

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