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More men shopping for cosmetics

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COLUMBUS, GA (WTVM) -

If you've noticed more men shopping around the beauty department, your eyes aren't playing tricks on you! It's happening around the country and in Columbus.

An exploding number of skin care and cosmetic products are being designed with guys in mind.

Scott Lazerson's bathroom is filled with cosmetics. He said, "Everyday I am cleansing my face. Once a week I'm putting a clay mask on."

Made for men grooming products are expected to hit more than $3 billion by 2016, up from an estimated $2.6 billion this year.

Jesse Ashlock with Details Magazine said men today simply want to look and feel their best.

He said, "You can gain a personal and professional advantage by paying attention to these things."

From the drugstore to specialty and department stores, men's beauty brands are taking up serious shelf space, with everything from anti-aging potions, moisturizers and scrubs, to lip balms and shaving oils and brow and beard kits.

Ashlock explained, "The market is booming and there's a ton of good things to choose from, and I think that's because the desire is there."

Some men are even stocking up on makeup, such as tinted moisturizer, concealer, and anti-shine powders and gels.

Ashlock said, "They're not like makeup in the way that women use makeup, but they'll do something to smooth skin tone, obscure a blemish, get rid of tired eyes, in a way that nobody out there will know that you're wearing makeup."

At Macy's, bronzer is a top seller.

For many, the beauty of these products is that the word "makeup" is never actually used. instead, you'll find masculine names like "facial fuel," "urban camouflage," and "electric shave enhancer".

A Macy worker said, "What we're really seeing is a shift towards packaging that is black, matte, silver. We're seeing terms like 'bold' or 'platinum' being used, so certainly there is a marketing angle to make men feel more comfortable."

Also, research shows men are more loyal to brands than women.

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