It was not so long ago that men would not be caught dead undergoing any kind of cosmetic treatments. Definitely it would have been difficult to find a man in a nail bar and utterly futile to search for moisturizers in a man’s toiletries. But times have changed and since British journalist Mark Simpson first coined the term ‘metrosexual’ in 1994, there has been a rapid escalation and a generally accepted normality to men spending inordinate amounts of time and money on their appearances.
The idea of a facial is to smooth away dead skin and to nurture and hydrate new skin cells. This may sound about as appealing as an all day shopping spree with every female member of your family but there is reason to take heart. Done properly and with one of the best products in the market – a facial can in fact leave you relaxed and refreshed, think of it as a localized massage with added benefits.
Shiseido’s QI Institute in Beirut is one such place. Located on the eighth floor of the Kamishibai building in the fashionable Achrafieh district of the Lebanese capital, it is worth a visit or two. There is another institute located at the Paris Gallery in Dubai. The ‘Qi’ method is developed exclusively by Shiseido, it is pronounced chi and means spiritual energy. And it’s in an ambience of tranquillity and minimalist design that you get to experience and sample the eponymous Shiseido Men line.
Dating back to 1872, Shiseido is the oldest cosmetics company in the world, and was first established as a private pharmacy by Arinobu Fukuhara, a former head pharmacist to the Japanese Navy. A pioneer in spirit, Shiseido was also the first company to introduce toothpaste to the Japanese; and to successfully launch luxurious Asian products in our region with net sales last year alone amounting to five-and-a-half-billion USD. Now with a male product line promising to keep you from balding, tone your abdomen, help you self-tan and to soothe the dark circles under your eyes, the Japanese conglomerate has established a credible niche in a market that is in the midst of a boom.
But back to the facial. It’s an hour or so of pure unadulterated bliss. From the scrub, to the cleansing, the masks, hot oshibori towels and shiatsu point massage, special care is taken to give you a feeling of rejuvenation. There is much to be said about putting yourself in the hands of a woman who knows how to apply these sensational products to your face without scarring your masculinity.
If you do not have such a clinic in your city, the products themselves are available at all leading perfumeries, so there’s no excuse in not giving them a try. Here’s what we suggest you make part of your daily skin care routine.
Step 1 Cleansing Foam cleans the skin without drying it. Apparently you can use this foam to shave with too, should you so wish.
Step 2 Hydrating Tonic hydrates and softens the skin and preservers its natural balance while protecting it from razor burns.
Step 3 Deep Cleansing Scrub should only be used once a week since it exfoliates – albeit softly. The result is the removal of dead cells and blackheads thereby allowing the skin to breathe.
Step 4 Eye Soother removes the dark circles and puffiness from your eyes. It includes menthol for a more revitalised feel.
Step 5 Moisturizing Emulsion a rich and soothing daily moisturizer which stimulates the skin’s natural balance and reduces wrinkles while preventing redness and dryness from shaving.
Contact
Shiseido QI Institute
Achrafieh, Lebanon
Tel +961 332 277
HYPERLINK "http://www.shiseido.com" www.shiseido.com
Shiseido QI Institute
Paris Gallery
Dubai, UAE
Tel + 971 4 2944000
HYPERLINK "http://www.shiseido.com" www.shiseido.com
Shiseido Men products available at all Shiseido outlets.
