I think there is a very fine line between a man looking too groomed and made up to camera ready.
A few tips and products that I particularly like using on men.
Always prep the skin as you would before any make up. I particularly like clarins mens products:
Clarins Men Super Moisture Gel
Clarins Men Anti Fatigue Eye Serum
For great bases for men I love using LAURA MERCIER tinted Moisturisers and their Secret Camouflage for any blemishes and dark circles.
I always make sure the brows are groomed, and if any stubborn hairs can use a clear mascara or hairspray in your brow brush.
To enhance the eyes, you can either lightly go along lashes (not lashline) with a brown eyeshadow, to darken them for super natural finish, or a very light brown mascara. I use ESTEE LAUDER double wear in brown.
Many men also ask to be a little more tanned, I hate to over do this, and will always match their foundation to their skin tone, and add colour through bronzer. CLARINS do a great bronzer that is not too orange in colour, this can also be used for contouring, along jawline, and under cheekbones for more definition.