Male grooming is now worth an estimated £700m in the UK and is the fastest growing sector in the beauty industry. It seems that men are no longer content to buy or more commonly borrow (I would say steal), their partners products. Loreal have capitalised on the powerhouse that is celebrity endorsement, with their legion of Alpha males now telling the boys they too are “worth it”.

Superdrug have just launched their new Taxi Man range of male cosmetics. First up is the brilliantly titled guyliner and manscara (both £6.50). In September, we will see a concealer (£6.50) and lip balm (£5, £5?!) There is also my ego cosmetics , and lets not forget that clearasil have been subtly promoting their tinted cream in non gender specific teenage advertising for years.

Lots of reports covering the new Taxi man range for superdrug are overlooking the facts. This is not ground breaking, men have worn make-up since the beginning of time. The Egyptians were all about eye liner, let’s not pretend this is a new thing. What about the reign of Elizabeth l? Apparently the nomadic tribe Niger Wodaabe have highly made-up male beauty contests judged by the women.

Wonder if the men feel objectified? What would Superwoman think?

For more details than you could ever wish for on the history of men’s make up, see A history of men’s grooming.

Frighteningly, as sunglasses become fashion items in their own right, we are choosing style over substance. It seems that many ‘fashion’ shades are not compliant with safety guidelines and 63% of us will chose our glasses based on price and trends before safety. Damage to the retina through unprotected exposure to the sun’s harmful UV rays increases the long-term risk of sight loss resulting from conditions such as cataracts and possibly Age-Related Macular Degeneration (AMD).

Sunglasses purchased in the UK have to meet set safety standards, so those wanting to ensure adequate eye protection can be assured than in Britain they are safe. This statement does need to be qualified with the understanding that this only applies to those bought legally and not labeled ‘fashion’ glasses.

However with the increase in designer ‘fakes’ available, not to mention the readily available Internet shops, buyers need to be careful. Also, many people buy cheap sunglasses abroad, where the same standards may not apply.

See also tips for safer sunglasses 08.

Follow the guidelines from the College of Optometrists for the best protection:

• Wear good quality, dark sunglasses and check that they are up to standard. Dr Blakeney says: “Good sunglasses needn’t be expensive, you can buy perfectly adequate protective sunglasses from high street stores, but just follow a few guidelines.”

• Make sure sunglasses carry the ‘CE’ Mark and British Standard BS EN 1836:1997, which means they offer a safe level of UV protection.

• Do a simple quality test before buying. Hold the sunglasses at arm’s length and tilt them slightly. Then focus on an object in the distance, move them up and down and see if there is any distortion, especially at the lens’ edges. If the lenses are high quality, there should be no movement.

• Don’t confuse the shade of the lens with their ability to filter UV rays. Dark sunglasses may still allow UV rays to enter the eye and can be more harmful than wearing no glasses at all, because they cause the pupil of the eye to dilate, which allows more UV rays to enter.

• When buying sunglasses to use when driving, make sure they are in the filter category of 0-3. A lens carrying a filter category of 4 will be too dark for safe driving. Never wear sunglasses while driving at night or in poor light.

• Avoid scratches, as a scratched lens will scatter the sun’s light and could cause glare around the area of the scratch. Avoid wear and tear by using a case, cleaning them with a mild detergent and water or a lens cleaner and drying them with a microfibre cloth – not paper, which can scratch the lens.

• Don’t discard sunglasses in the winter. The sun’s UV rays can be present in high enough levels to warrant protection throughout the year and the glare can be more noticeable as the sun’s lower in the sky.

For help on choosing a suitable pair of glasses see Tips for Sunglasses.

Tips on what to do in the first 4 Days of Brazilian Keratin.

You do want to wear your hair down for at least 4 days to allow the product to settle in your hair.

• Do use a blow dryer or flat iron as needed, (in case hair gets wet during the first four days.)
• Do wear a silk scarf to pull your hair away from your face.
• Do use a shampoo without Sodium-Chloride (Sulfate-Free) on your hair at all times.

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Things Not To Do For The First 4 Days after treatment

1. Don’t wash your hair for the first time.
2. Do not tie your hair into a ponytail.
3. Do not use hair clips.
4. Do not place your hair behind your ears.
5. Do not exercise or sweat.
6. Do not use hair bands.
7. Do not use your glasses to hold your hair back.
8. Do not use sprays, gel or mousses.

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We may be entering a credit crunch, but personal shopping services are booming in popularity. As customers are becoming more cost conscious, they are increasingly employing the services of a personal shopper to ensure those precious pounds are well spent. Customers are searching for clothes that fit in with their existing wardrobe and making sure that what they purchase will not only go the distance but, are good value on a cost-per-wear basis. Add to this the tantalising offer of a personal stylist to whisk you round the shop for free, and thousands of customers are signing up to the ‘in-house’ services across the country.

Sounds great until you start to realise the actual cost of that free service. What if the person ‘advising’ you had no additional training than anyone else on the shop floor? What if that person worked on commission, gaining a higher paycheck for greater sales? Suddenly the flattering service they so tantalisingly offer, with the separate changing room, massive mirror and rack of specially chosen clothes (never from the sale section), isn’t quite so seductive.

For qualified and experienced style consultants across the country, it’s been an interesting dilemma, most of us have continued to work steadily, as the quality of the work speaks for itself. Some customers will always go for a free service, much like some people will always chose the cheapest builder. However, they rarely factor in the additional cost of having the work re-done.

The huge changing room to yourself in a brilliant weapon in the psychology of sales. Everyone looks smaller in a large room (most customers want to look slimmer), you then have a rack of clothes chosen ‘especially for you’, cue the British politeness of being obliged to agree with the sales person, as they have made the effort. The rooms are often white, making the clothes ‘pop’ out and appear more attractive. Then, add an enthusiastic ‘expert’ telling you how wonderful you look and it’s no surprise that most customers leave with bags full of shopping and an significantly lighter purse.

So, how do you let the the new customers know that you do get what you pay for and that the service we offer is actually better?

Customers are seeking advice because they don’t know what suits them. Many of my clients have been stuck in a rut and really have lost the ability to see themselves in a new light. Makeover shows work on the ‘wow’ factor where people undergo huge transformations but, it doesn’t always have to be such an ‘extreme makeover’ to create a massive impact. You can look 10lbs slimmer in the right clothes, surgery is not mandatory to looking better!

For the private style consultants, this just makes our job slightly easier, customers are increasingly saying they saw someone for free, but just didn’t feel they came away looking better. Many pulled out the clothes at home and didn’t get the desired reaction from partners, family and friends.

It might take customers slightly longer than before, as they go on the bargain detour, but quality will always win out.

The real value is always in qualified, experienced and perhaps most importantly independent advice.

For personal shopping services contact Chameleon Fridays.

In 2007 Jodie Kidd the 29-year-old supermodel was reportedly caught selling cocaine to undercover reporters. As a result of this she lost her  £250,000 contract with M&S. The highly successful advertising campaign now featuring Myleene Klass, Twiggy, Erin O’Connor and Lizzie Jagger has since gone from strength to strength.

Jodie Kidd

The car manufacturers Maserati also distanced themselves from Jodie Kidd, who represents them at a number of sporting events, including the annual Gumball Rally. A source said: “Maserati were talking about severing all ties with Jodie and at one point wanted to confiscate the car they gave her. Jodie will have to wait and see what happens.”

Jodie, who has worked for some of the top names in the industry, including Chanel, Gucci and Alexander McQueen and many others, dropped out of London Fashion Weeks Charity Catwalk event in 2007 following the incident.

The story was the result of an undercover journalist for News of the World

Jodie Kidd has been ditched by her model agency after she reportedly gained too much weight.

Jodie Kidd, is not known for being even curvy let alone overweight and regularly battles media attention for alleged eating disorders due to her stick thin frame. Despite this her Agency, Independant reportedly dropped her after gaining a few pounds.

Jodie’s increased eating habits (for that read normal eating) are reported to have started after she lost her contract with Marks and Spencer following the cocaine scandal.

Here are some practical tips for getting the best look for your special day;

• Be realistic
  What you dream of wearing may not be the dress for you. Take into consideration your height and figure; there is a vast and exciting selection of bridal wear from the short and sexy to the rich and regal. Look around and try on lots of styles before you settle on a dress – it may be completely different from the one you envisaged!
• Keep in budget
  Think about what you can spend, not what you want to spend. This may well be the deciding factor between haute couture and a less expensive dressmaker. See High street brides for budget altearnatives.
  
• Be seasonal
  Consider when you are getting married. Winter weddings are becoming increasingly popular and with them they have brought an advent of new and exciting bridal wear. Rich velvets, medieval-style hooded cloaks and bejeweled tiaras are some of the attractive and unusual accessories for a revitalised wedding season.
• Follow nature
  Each season brings new and vibrant colours and fragrances, they are there for a reason. Consult your florist on the appropriate flowers for your season, he/she will be able to offer you creative ideas that you will not have imagined.
• Be prepared for your hair
  Have a hair rehearsal well in advance of the day. As with your dress your idea may not suit your style. Your hairdresser will take into consideration not only your veil and headdress but also your choice of bridal wear and wedding theme/season. Source
• Be Make up ready – View Bridal beauty for make up tips on your big day.

Chameleon Fridays