think on this.

Retailers are seeing a booming market in cosmetics and skin care for men. But they face one big challenge — most guys are squeamish about products that seem too feminine. So skin-care firms have come up with a variety of products with creatively masculine names, packaged in cigar boxes and containers mimicking liquor bottles. The terminology and instructions are also suitably manly. The colors pink and gold — staples of women’s cosmetics — are out. And the word “makeup” is verboten. “We don’t say the ‘M’ word. It’s taboo,” said Michele Probst, founder of Menaji, a high-end men’s line carried at Nordstrom.com and department stores. One popular men’s brand, Jack Black, is sold at places such as Sephora and Bloomingdale’s, and it has a $60 anti-wrinkle lotion called Protein Booster Skin Serum. Estee Lauder’s Lab Series for men sells a $28 eye cream called Eye Balm. And Menaji puts out a $26 concealer called Urban Camouflage and a $35 face powder simply named Anti-Shine. That smart packaging seems to be doing the trick. Men’s grooming is one of the fastest growing segments in the beauty business. Chicago-based research firm Mintel forecasts that sales of men’s toiletries will hit $3.2 billion by 2016, up from an estimated $2.6 billion this year and $2.2 billion in 2006.