Grooming the millennial gentlemen

A few years ago, a study revealed Filipinos to be among the most vain men in Asia. While the report did create a bit of controversy, the results didn’t come as much of a surprise given that a lot of Filipino men equate looking good and feeling good with cleanliness and hygiene.

Peeking at their backpacks and you will invariably find a toiletry kit with all sorts of personal hygiene and beauty products—from the basic toothbrush and toothpaste mouthwash combo, a facial wash, body spray or cologne, comb, a pair of nail cutters, hair gel, and maybe even face powder and lip balm.

When it comes to male grooming, times have truly shifted and millennials all over the world are embracing this wonderful change. More of them are realizing the importance of being presentable and more appealing, something that women know all along to look good and feel better. A man can now spend as much time fussing about his face and prepping his appearance as much as it takes a woman to decide what to wear--without shame, without scorn and without stigma.

Ladies’ gentlemen: (from left) host and radio DJ Gino Quillamor, actor Victor Basa and style blogger AJ Dee
A millennial who isn’t afraid of being called “vain” is Radio DJ and events host Gino Quillamor.  

 “I don’t see anything wrong with it. In the same way that you can say women who take care of themselves, we’re all about equality nowadays, so if there are things that women should do so why can’t men do it also,” Quillamor told reporters at a recent Watsons Men event held at the Podium.

Gino, however, has his limits. “But I won’t go as far as putting makeup because it’s too tedious, but if it makes you feel better about yourself, makes you feel confident, so yeah, I’m ok with men being called vain nowadays,” he added.

He describes his morning grooming routine as “rushed.” “I wake up at around 5 a.m. and have to be at the station by 6 a.m. for our show so everything is rushed. I just brush my teeth, wash my face and take a shower—the taking care of myself comes after the show, where I have a bit more time before my next commitment or gig.

Gino adds he isn’t into all that “scientific content” or “organic” labels, instead he sticks with the brands that work for him. “Among my essentials are deodorant spray, sunblock/ sunscreen since I am out a lot especially on weekends.”

Hosted by Janeena Chan, the Watson’s Men event aimed at promoting a new section in the stores devoted entirely to a growing number of male shoppers.

Watsons Group Marketing Manager Karen Fabres
Also spotted at the shopping event were actors Victor Basa, AJ Dee and celebrity style bloggers Patrick Sugui, Mikyle Quizon who were able to fill their shopping baskets quickly since all the items they need are now located in one area.

Men usually only buy grooming and hygiene items they deem necessary, including shampoo, deodorant, shaver, shaving cream, aftershave, cologne and hairstyling products.  But grooming doesn’t start and end with bathing and shaving.

Watsons understands the changing habits of male grooming too well that’s why it has created a special area in its stores dedicated to men. It encourages customers, especially the professional kind who must look his dashing best, to look for products that will step up their grooming-maintenance regimen “The male shopping behavior is such that they don’t go around the store to explore or shop. They directly go to the area where they can get what they want. They want a quick and easy shopping experience,” explained Karen Fabres, Watsons Group marketing manager.

For example, if he is using a disposable razor, then he must switch to a system razor. Or if he is using soap to wash his face, he must opt for a facial wash instead. And if he usually uses different brands for his hair and body, he might want to try a 2-in-one product to save on cost and shelf space.

Asia’s leading health and beauty retailer also carries a wide range of items such as Ponds Men, Axe, Old Spice, Vaseline Men, Master, Adidas, Rexona, Nivea, Safeguard and Gillette. There are also available Watsons Label products stamped with the reliable Watsons name, such as twin and triple blades; extra comfort cotton disposables, five-blade razors with cartridges; men shaving gel; men shaving foam; nose pore strips; deep cleansing facial wash, oil control facial wash; and water gloss hair setting lotion.

Event host Janeena Chan
As part of its 175th anniversary celebration, Watsons is also giving back to its loyal customers by offering discounts of up to 50 percent on the following grooming essentials: Nivea Men Whitening Acne Oil Control Facial Scrub 50G, Safeguard Men Sports Energy 2 in 1 Hair + Body Wash 400 ML and Gillette Mach 3 with Nano - Thin Blades Razor. The promo runs until June 22.

Grooming has never been more de rigeur. After all, a well-maintained appearance goes exceeding well with any stylish outfit, be it in the boardroom, Snapchat or Instagram.

For updates on the latest men’s products and occasional promos, like Watsons Philippines’ official Facebook page at 

Watsons is Asia’s leading health and beauty retailer, currently operating over 4,800 stores and more than 1,400 pharmacies in 11 Asian and European markets, including China (Mainland China, Hong Kong, Taiwan and Macau), Singapore, Thailand, Malaysia, the Philippines, Indonesia, Turkey and Ukraine.

In 2002, A.S. Watson Group joined hands with SM Prime Holdings Inc., the Philippines’ leading shopping mall developer. Watsons caters to a variety of lifestyles with an unrivalled diversity of products, with a mission to help people around the world to look good, feel great.

Topics: millennial gentlemen , 175th anniversary , Watsons
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