Roderick Fan, a recent graduate from Shanghai International Studies University, spends about 3,000 to 4,000 yuan (US$482) a year on skin-care products mainly to cater for his oily skin.

"Staying good-looking makes me feel more confident," Fan said. "The product I use now is effective and I think it is worth spending money on it."

Fan, and other young men in Shanghai, have become the target customers of a growing number of cosmetics companies and beauty salons in the city.

Last Sunday, Natural Beauty, a Taiwanese-based company that offers spa services worldwide, opened its first spa for men in Shanghai based on the belief there's a growing market demand for the service.

Shiseido, a Japanese-based company that produces high-end cosmetics, launched its JS series for men two years ago. The series, including skin cream and cleansing foam, has received a warm response in China with sales reaching 1.8 million yuan (US$217,134) in the first half of this year. That's a lot of pretty men.

"The JS series has maintained steady growth since its launch. The moisturizing emulsion and cleansing foam is the bestselling among the series," said a staff member surnamed Xu with the company.

Biotherm Hommer, one premium brand owned by L'Oreal, has been made available in about 20 top department stores across the country since it was introduced to China in 2001.

"When mentioning cosmetics or skin care, Chinese people first think they are for women, not for men. And people would think negatively of the men who use such things in the past, because they may look feminine and feminine men were considered disgusting," said You Qichen, an analyst with the China Association of Fragrance Flavor and Cosmetic Industry.

"But with changing lifestyles and the growing purchasing power, people, particularly the young generation, are gradually accepting the idea that men also need products to make them look good, instead of feminine," You added.

"Most customers for JS products are in their 20s and 30s," said a Shiseido saleswoman in the Westgate Mall.

Strong sales aside, ingrained notions are hard to change. The saleswoman for Shiseido noticed that male shoppers always leave her counter quickly after buying their cleansers and creams.

"Department stores should create a more comfortable shopping environment for men to help the industry grow. Many men feel em-barrassed when they buy cosmetic pro-ducts in an area crowded with women and women's products," said You.

High prices and a lack of selection are still the top complaints from men who enjoy moisturizing.

Biotherm Hommer ranges from 185 yuan to 425 yuan and the cost of Natural Beauty Man Spa service starts at 200 yuan with some prices soaring to 500 yuan.

"I am very interested in using some cleansing or moisturizing products. But the price should be affordable. Say, under 200 yuan for one month," said Ding Zhenyu, a young lawyer who works for Fangda Partners.

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