The men's skin care category gets a lot of press these days. But it doesn't get much respect.

The media provide a seemingly never-ending quantity of stories about how men spend more time and money on their looks. Male vanity, they call it. Accompanying every piece is a gag shot of the New Man, typically brawny and mustachioed (so you can tell he's a guy), and proudly sporting his freshly applied clay-mask-and-cucumber-eye-patch ensemble.

The joke, of course, is that New Man wears a mud mask. And we all know mud masks are for women. Older women.

Get the irony?

If you were born in North America during the middle decades of the twentieth century, then you were socialized to believe that facial masks are the quintessential symbol of dime-store femininity. Just about every 1950s and 1960s sitcom featured a nosy next-door neighbor in curlers and housecoat, with a thick layer of white slop on her face. In fact, we still see that grotesque image whenever film or television producers scrounge for a few spare laughs. Watch The Mask, with Jim Carey, and you'll see what I mean.

But the times, they are quickly a-changing. Today, facial masks are fundamental luxuries of the spa experience. And an increasing number of men now think of them as necessary components of their morning ablutions.

As well they should. Regular cleansing removes dirt and grime. But only a facial mask actually sucks impurities from beneath the top layers of the epidermis.

Masking exfoliates dead surface cells and unclogs pores so your toning and moisturizing products work more effectively. It also stimulates blood circulation and makes your skin feel smoother.

So, if you're uninitiated, maybe it's time for a second look at the humble clay facial.

Different Masks for Different Tasks
There are literally hundreds of masking solutions, and they all promise one thing or another. But be of stout heart. Most masks fall into one of two categories, so it really isn't that difficult to find a product that suits your specific skin type.

If you have normal to dry skin, for instance, look into a hydrating mask. If you have normal to oily skin, a good toning mask is your best bet.

Hydrating masks use antioxidants to moisturize and replenish dull, dry skin. Grape seed extract is a superb, naturally occurring antioxidant and is the primary active ingredient in our Appellation purifying clay facial mask. Like a Cold War secret agent, this antioxidant neutralizes dreaded free radicals. And free radicals, in case you didn't know, cause the molecular damage that occurs as you age or when you get too much sun.

Conversely, toning masks absorb oil and tighten pores. Anthony Logistics deep pore cleansing clay, Menaji deep cleansing facial masque, or Baxter of California clarifying clay mask expertly perform these functions. They contain bentonite (a volcanic ash clay) and kaolin (another natural clay), as well as several organic astringents that tone skin. Together, these ingredients mop up even the most pervasive oil spill and leave your face feeling smooth, clean, and shine-free.

The Perfect Clay Facial
You don't need to visit a spa for the perfect clay facial. All you need, in fact, are twenty minutes of private time, one of our mud masks, a bowl, a towel, a washcloth, and a kettle.

1. Pour boiling water into the bowl. Place the towel over your head and the bowl of hot water, and steam yourself for five minutes. This will open your pores and prepare your skin for masking.



2. When you're done steaming, use your fingers to spread a thin layer of the mask evenly over your damp skin. Do not apply the mask to your eye areas, your lips, or inside your nostrils.



3. Leave the stuff on your face for 10 to 15 minutes. Don't watch a comedy or political speech while the mask dries; laughing can crumble the clay and reduce its effectiveness.



4. Remove the mask with a hot, wet wash cloth. Pat your face dry with the towel.



5. Apply an oil-free face lotion.

If you have combination skin, apply the mud mask only to the centre of your forehead, and also to your nose, chin, and the centre of cheeks.

If you have sensitive skin, always test the mask on an out-of-the-way spot like the inside of your elbow. Wait 24 hours to make sure there is no adverse reaction before using the mask on your face.

Don't Get No Respect?
Let's face it (pun intended): It'll be a while before people stop snickering at the thought of a guy in a mud mask.

But, really, who cares? Masking feels great. And that's as good a reason as any to thumb your nose at convention.