Despite the fact that the cosmetic industry is traditionally associated with women; there is an increasing demand for cosmetics by men. The male niche cosmetic market is growing at a fast pace and is gradually representing an important opportunity for all manufacturers in the industry. According to a survey conducted by L’Oreal; a key player in the cosmetic business; in 1990, only four per cent of men claim to regularly use a facial care product, compared to 21 per cent in 2001.