By Paula Ebben, WBZ-TVBy Paula Ebben

BOSTON (CBS) – Lotions, soaps, shampoos litter the bathroom at Scott Lazerson’s home. And Scott proudly admits the beauty products are all his. “Every day I’m cleansing my face. Once a week I’m putting a clay mask on my face,” says Scott. And he’s not alone. Boston College and Patriots star, Doug Flutie, is now pitching Dove products for men along with John Elway and Shaquille O’Neal.

“The market is booming. There’s a ton of good things to choose from and I think that’s because the desire is there,” says Jesse Ashlock of Details Magazine.

Anti-aging lotions, moisturizers, scrubs, lip balms, and shaving oils are all being geared to the guy. And yes, there’s even makeup for men. “They’re not like makeup in the way that women use makeup. But, they’ll do something to smooth skin tone, obscure a blemish, get rid of tired eyes in a way that nobody out there will know that you’re wearing makeup,” explains Ashlock.

At Macy’s, bronzer is a top seller. “There are a lot of great bronzers out there that don’t turn your skin orange. You have some control over it,” says Durand Guion.

Don’t expect to see the word “makeup” on the packaging. Instead you’ll see names like “Facial Fuel or “Urban Camouflage.”

Sales for made-for-men grooming products are expected to top $3 billion by 2016. And research shows men are more loyal to a specific brand than women.

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