Filipino men also vain, survey shows

Filipino men could be as vain as women, according to a recent survey conducted by global market research firm Synovate.

The survey showed that 91 percent of men living in Metro Manila (National Capital Region) believe “looks are important,” so they see the need to use beauty and personal-care products.

For 70 percent of the male respondents, using beauty products does not make them being less of a man.

Sixty-six percent even said that the statement “men are made fun of if they spend too much time on their appearance” is no longer true.

These were among the findings of Synovate’s AsiaBus market survey conducted in October 2008 through interviews with a thousand people between 15 and 64 years old and living in the region.

According to the Synovate survey, a man is considered “good looking” or “handsome” as long as he maintains proper hygiene and has fresh breath.

Also, a clean-shaven face on a man is preferred by respondents, both men and women alike.

Bad breath and body odor are hygienic conditions “least acceptable” in men, the survey showed.

Men interviewed by The Manila Times clarified that they are not necessarily being “vain” when they try to look good.

For Allan Duane Mendoza, who deals with media for the nongovernment organization Fair Trade Alliance, looking presentable is a necessity in his line of work.

Menans Perez, a producer for a TV network, agreed with Mendoza, saying that it is a must to be hygienic.

“It feels good when you feel clean,” Perez said.

The survey results showed that 72 percent of Filipino men have related that they want to look good for their own sake, mainly for hygiene purposes.

Mendoza said that since he should always look clean whenever he deals with other people, he therefore has to buy the basic products to maintain good hygiene.

Writer Mike Dimaano said that he regularly uses facial wash—basically to keep his face clean.

The Synovate survey results mirror this behavior since the study noted that Filipino males mostly purchase just the basic products—such as cologne and perfume, deodorant, mouthwash and hair conditioner, gel or spray.

Very few use facial mask and moisturizer, lip balm, oil control film and pore packs, according to Synovate.

But according to JP Mateo, a marketing and sales consultant, spending for vanity among males would likely lessen when they also have to allocate money for their family and children’s expenses.

Mateo said that he believes that a man could still look and feel good even as he puts on fewer skin-care products and less expensive varieties.

Dimaano said that there is something more important than outward appearance.

“I know for a fact that my brain is bigger than my biceps, and that makes me even sexier,” he added. –BEN ARNOLD O. DE VERA Reporter, Manila Times