•Male-focused skin care companies. Zirh's age-fighting line, sold only at upscale department store Barneys and at Zirh.com, has competition from other high-end lines such as Jack Black and Anthony Logistics For Men.
•Major packaged-goods companies. Nivea, Neutrogena and L'Oréal Paris have all added male-focused wrinkle fighters to their lineups. For guys who need a little training, LorealMen.com offers online skin-enhancing "tips" and "tricks," such as "When you wash your face, don't scrub too hard." Also, there are video instructions for applying anti-wrinkle moisturizer.
•Guys-only spas. The demand for age-thwarting services "is up significantly" at the Grooming Lounge's three locations, co-founder Mike Gilman says. Among the offerings in Atlanta, Virginia and Washington, D.C.: a $110 anti-aging facial and a $60 fine-line-reducing glycolic skin peel.
Grooming Lounge doesn't shy away from touting its services as "anti-aging" but does add active words such as "advanced masking" (for face masks) and "intense exfoliation" in its descriptions.
The just-opened store in Atlanta had five anti-aging facials booked for April 6. "A year ago, at our established stores, it would have just been one, if any," Gilman says. "But guys are getting more comfortable with this stuff."
•Plastic surgeons. While many men are trying anti-wrinkle products, some are taking more drastic, and costlier, measures to decrease their creases. From 2000 to 2007, there was a 215% increase in men getting Botox injections, according to the American Society of Plastic Surgeons. In that same time period, there was a 96% rise in laser skin resurfacing.