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But when it came to who, exactly, was taking these items home, for years there was a pretty simple answer: women. Warnock jokingly likened it to selling candy to a baby, since the fairer sex just seemed naturally receptive to spa luxuries. However, lately, men in growing numbers have been indulging on their own. “People are pretty aware of sun and skin care now—[both] men and women,” said Tom Whaley, CEO at Aloe Up in Eden Prairie, Minn. He noted that, while having a significant other at home helped men find a reason to open up to these products (i.e., “brownie points”) a greater awareness of sun damage in both genders has helped sunscreen bridge the gap.
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