by Andy Shen

Created on: November 17, 2008

Peering through the one-way mirror, I had hoped this group of guys would be different. Just maybe, after so many years of consumer research groups, today's set of six men would actually open up and discuss their innermost thoughts about haircare, skincare, shaving, and their overall grooming regimen. After all, the focus group format was specially designed to get male participants to open up.

But after watching the moderator pose question after probing question, it became clear that these men were sadly typical, spewing familiar responses:

"I dunno."

"Um, I use whatever's in the bathroom."

"Hmmm. I don't really think about grooming all that much."

"Beats me."

"My wife decides what to buy."

"Look, I don't really care about this stuff."

And so it goes. In the men's grooming industry, most men are described as "uninvolved & unaware" of their personal care rituals. For decades, they've remained creatures of habit, performing their morning routines while on auto-pilot. All too often, when pressed to explain why he uses a particular product, Mr. Typical replies: "I use it because my Dad used it."

Then, when the "Metrosexual" dynamic surfaced in 2002, marketers of male grooming products danced in their cubicles. Jubilantly, they knew this trend signaled a revolution; men soon would be primping and polishing during halftime, right?

That revolution hasn't happened. The designer lotions, balms, cleansers and wrinkle creams never achieved widespread acceptance among men. New brands of high-end male products remained outside the mainstream, confined to small boutiques and niche retailers. In fact, throughout history, the male grooming regimen has evolved at a glacial pace, if at all. And while men clearly have the capacity to adopt new products in other categories - GPS, DVR, and HD come to mind - male grooming items just never seem to break through. As one male respondent put it: "I've got more important things to waste my time on." This leads to the topic of tips for men, and this central question:

QUESTION: Given men's aversion to grooming involvement, what's the best way to give a guy a few grooming tips?

ANSWER: Provide tips which are so simple that they easily fit into his auto-pilot routine. Here's a few.

> SCENT TIPS:

In short: Don't be a "walking bowl of fruit."

Choose & use (just) one scent. You'll keep life simple if you don't apply one fragrance in your shaving gel, a second scent in your after shave, and yet a third in your antiperspirant.

* First, select one scent

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