The teenage years are vital to instil personal hygiene habits in boys, writes Aznim Ruhana Md Yusup
ASIDE from the health aspect, good personal hygiene also has a huge social impact. But the habit doesn’t come naturally, so we have to learn them. And like everything else, we learn from our families.
Adidas recently conducted a study of Malaysian boys between 16 and 19 to better understand their skincare regimen.
Eighty per cent of the respondents said their mums bought their facial cleansers for them. The study was done in line with the company’s new skincare range, which contains five new products. The cleansers from the Skin Refresh range are developed for oil control, while the Skin Power range is meant to reinvigorate tired skin.
Adidas is obviously more well-known as a sportswear brand. But it has also been working with athletes for the last 30 years to develop personal care products that meet their needs on and off the field.
It adds that these new products were developed specifically for Asians. And it hopes that consumers’ familiarity with the Adidas brand will attract them to buy the cleansers. It also helps that most men (and boys) are no longer shy about face cleansing.
“For the older generation, it’s like a taboo,” says Carolyn Kong, marketing manager of Star Asia (Malaysia), which distributes Adidas personal care products locally. “But now, only a few don’t wash their faces, or merely use soap for cleansing.”
She adds that all the boys in the study are familiar with facial cleansing, and didn’t require instructions on how to do it properly. “They learnt it from their mothers or sisters. Some even learnt it from their girlfriends.”
The main concern among boys is acne, with all wanting clear, acne-free face. This is not surprising as pimples are a common problem for teenagers. In fact, most of the boys started using cleansers because of acne breakouts.
However, some had highlighted brighter skin as the most important aspect of one’s complexion. “It is not whiter skin that they want, it’s brighter,” Kong explains. “They don’t want their face to look dull.”
SMELL RIGHT
Similar to acne, body odour also arises during puberty due to hormonal changes. The rancid smell happens when sweat — which is odourless — combines with bacteria on the skin.
Sweat glands are found all over the surface of the body but are particularly abundant in the armpits, soles of feet, palms and forehead. The usual way to beat body odour is to apply underarm deodorants or anti-perspirants. Deodorants work by eliminating bacteria, while anti-perspirants stop sweat from reaching the surface of the skin.
The teenage years is a good time to start using deodorants or anti-perspirants. It also helps to shower and change clothes regularly to stop the build-up of bacteria, particularly for those who are active and sweat a lot. And for teenagers who might be struggling socially, keeping clean and smelling good goes a long way in building their confidence and self-esteem.
A survey conducted by Adidas in France, Germany and Poland finds that consumers expect two things from anti-perspirants and deodorants. One is to keep them dry, the other is to minimise bad odour even if they sweat.
Adidas says its 6 in 1 anti-perspirant range can do both as it is designed to ensure day-to-day freshness, odour protection and 48-hour wetness protection. The roll-ons and body sprays are also formulated so that they don’t stain or leave any marks.
Kong says the consumer trend nowadays is to use deodorant body sprays, rather than roll-ons. “You can use roll-ons if you have really strong odour, but sprays are milder and more versatile. You can even use it on other parts of the body.”
GOOD, CLEAN FUN
ADIDAS has marked the launch of its new Skincare for Men range by sponsoring the country’s first National Trampoline Dodgeball Tournament at Jump Street Malaysia in Petaling Jaya.
The sport combines gravity-defying trampoline action with dodgeball. Thirty-two teams are competing in the hopes of winning the grand prize of RM3,200 cash and products from Adidas.
“As a brand that is developed with athletes, we are very excited to be part of this new initiative,” says Carolyn Kong, marketing manager of Star Asia (Malaysia), the local distributor of Adidas personal care products. “This, as we continue to promote active lifestyle and inspire young people to break boundaries, build character and leadership.”
Adidas Skincare for Men is available in Watsons, Guardian, Aeon, Parkson, Tesco, Carrefour, Giant and other leading pharmacies and supermarkets at RM13.90.