More Chinese men slip into spa for pampering

By AUDRA ANG
The Associated Press

GREG BAKER / AP Yang Yong gets a facial at the Extraordinary Space Spa in Beijing. China's male beauty market, ignored until recently, is booming, with hundreds of salons springing up in Beijing and other major cities.

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"I just feel so good now," said the 37-year-old travel agent, who comes every two weeks to the airy, plant-filled spa in a luxury Beijing apartment complex.

Beauty salons are well established in today's look-good China. Sales of cosmetics and designer fashions are surging. But something sets Su apart: He's a he.

Hundreds of salons like Extraordinary Space are springing up in Beijing and other cities, targeting male customers.

China's booming male beauty market reflects the enthusiasm of a newly prosperous society to look and feel good — and the eagerness of Chinese and foreign companies to cash in.

Cosmetic surgery is wildly popular. Gyms are packed. Pharmacies sell pore-cleansing strips and facial foams for men.

They cater to "aimei nanren," or "love-beauty men," China's equivalent of the West's metrosexuals who embrace facials and other traditionally female grooming rituals.

"It's a new way of thinking," said Su, whose wife persuaded him to get his first facial in 2001. "I came to the spa once, twice, three times, and before I knew it, it was part of my routine."

The mammoth China International Hair and Beauty Festival this summer in Beijing will showcase the growing range of male beauty products, says its sponsor, the China Hair and Beauty Association.

In November, Chinese men will get a chance to flaunt their new look in what organizers say is the country's first Mr. China beauty pageant.

"We want people to appreciate manly beauty, which represents strength and courage. It also represents the spirit and the image of our nation," said Ren Qiao, head of Mr. China's organizing committee.
 
Competitors will be judged not only on appearance but knowledge, outdoor survival skills and public-service activities. Prizes will go to Mr. Welfare, Mr. Health, Mr. Gentleman, Mr. Wisdom and Mr. Honest.

So far, about 100 hopefuls have signed up.

Manager Wu Qiang, his hair permed and teased, said more people are realizing the importance of appearances.

"Really, they are key in life," Wu said.