Our discussion naturally turns to the market for men's beauty products. There's no taboo. I wouldn't say so. Men have made the transition from alcoholic aftershaves to balms and creams. The younger generation may have embraced the skin-care revolution, but Evrard admits that taken as a whole, the male approach remains very different from traditional female thinking.
Men have a certain psychology.
They choose a fragrance, then they use an aftershave balm from that fragrance. Men are loyal consumers - they will stay with the same brand for years and years. But it is a question of who is doing the buying. Hair dyes are growing rapidly in popularity among men - particularly in the Middle East. If you look at a lot of male public figures in their fifties, you see not one grey hair.