For men only: Skincare brand offers men free facials

London – Luxury beauty treatments are traditionally the domain of the indulgent woman who has everything, but one of London’s top department stores is instead offering the service to men. The new service by skincare brand Kyoku for Men at Selfridges involves an energising facial cleanse, an invigorating scrub and a craniofacial massage, and will be available from 2–22 April.

Although a recession might seem an inappropriate time for men to worry about their pores, many older chaps, in fear of losing their livelihood, are feeling the urge to spend on treatments to keep themselves looking good. We note, already, the growing number of men signing up for Botox treatments: 50% more men in Britain are signed up for the treatment in 2008 than in the previous year.

Kyoku’s move marks another milestone in the male grooming market, a sector growing at a faster rate than that of the female beauty market, as we report in our study of the Menaissance.