A recent report in Drug store News examines trends in the European market in male beauty product and shows changing attitudes in men. According to the report, "men are now more aware" and they're spending more than $1 billion annually on their appearance. While men didn't use any product like moisturizers and body lotions in the past, about 40% now think skincare is "extremely or very important". Manufacturers are now offering a lot of male products, such as Nivea for Men, Gilletle Complete Skincare, and a new Clearesil line.