DUDE No.1

            Lately it seems the men, a largely ignored group in retail, are beginning to garner attention. It's become apparent to retailers that there is room for improvement and profitability.While it is true that women still spend more than men it has also true that male spending is on the rise. Men on the whole are becoming more fashion conscious seeking out style in magazines, store windows, and through peers. It seems as though the line between men and women is blurring. Each adapting elements of the other for an increasingly androgynous environment.
           Not only does androgyny apply to apparel, it extends to makeup. Male cosmetics companies are popping up like UK based MYEGO, that sells make up and male grooming products, for one. Other cosmetics brands are extending their product range to include products for men. Most recently Anne McClain founder of MCMC Fragrances in Brooklyn, produced the very first scent for beards. DUDE No.1 as it is cleverly titled is dual purpose first and foremost as a scent with hints of cedar wood, green coriander and pink peppercorn.Second, the organic oils that form the compound serve to moisturize the skin and tames unruly beards. The sleek yet simple packaging fully reflects the new male consumer and is intimidating. It's easy enough even for the lowest maintenance man.

Sources
http://tmagazine.blogs.nytimes.com/2011/04/12/vain-glorious-dude-no-1-beard-oil/?ref=mens-fashion