MEN’S GROOMING 21
Latest developments in men’s skin care market
n Daniel Whitby - Alba Science, UK
One of the most dynamic sectors of the global beauty market is the male grooming sector. Showing steady growth over the years the global market is estimated to be worth around $21.4 billion by the end of 2016, a rise from $17.3 billion in 2012 with predicted growth to $26.6 by 2020.1
A shift
in the attitudes of males towards personal care products, innovation in ingredients and formulations, the rise of the well-groomed celebrity, from David Beckham to Tom Ford and the association that looking good contributes to success have, without a doubt, been the key contributors to the success in this area. No longer is the modern man restricted to a small piece of shelf space in the bathroom for maybe an all in one shower product, shaving cream, deodorant and a bottle of after shave, as the diversity, as well as the volume of products purchased has increased. For millennials in particular the rise of the ‘selfie generation’ puts further pressure on individuals to look their best at all times, which, coupled with this generation’s willingness to readily access and adopt new ideas and concepts, has given rise to new lines of male specific products. However, there is a general feeling that the male category has never achieved its true potential, with The Grocer describing the
category as “suffering from a hangover” in 2016 in response to the news that in the UK the value of the men’s market had fallen by over 6%. Here we investigate men’s attitudes and buying behaviours, highlight some of the recent ingredient and product innovations and give some future predictions for trends which may contribute towards the category finally reaching its tipping point.
The need to look good Recent Euromonitor research showed that the majority of men surveyed spent between 16 and 30 minutes on their daily grooming regime (compared to 30 to 60 minutes for women).2
“Enhance up your complexion with this brightening powder—perfect for universally flattering, camera-ready skin…this powder creates a picture-perfect finish that’s always ready for a flash.”4
As these image When we look at how
many times a year men used skin care products, this has increased from 453 billion occasions in 2011 to 557 billion in 2015, indicating that the time spent using product and the range of products used is expanding as the men’s market becomes more sophisticated.3
Sixty-one per cent of
men believe that appearance is associated with success in both their personal and professional lives, with young adults aged 16 – 24 years most likely to be influenced by this notion.3
Currently these younger
consumers are demanding products such as the Estée Edit range which promises to
conscious males age the desire for an older generation to look their best will increase, in turn driving a future need for products with advanced anti-ageing claims. The increase in the image conscious male is also reflected in the latest figures from the aesthetic surgery industry. Although males currently account for around 9% of procedures this has doubled in the past ten years. The most popular procedures for men are blepharoplasty (eyelid surgery), rhinoplasty, breast reduction, liposuction, otoplasty (ear surgery), face/neck lifts, fat transfer, brow lifts, abdominoplasty and breast augmentation with all of these categories showing year on year growth in the number of procedures performed.5
Despite the
widespread media coverage of the ‘scrotal lift’ this procedure has, as yet, failed to make the top ten.6 Across the globe males have different
needs from their skin care products, European men use product ‘To be at their best – dynamic’, US males ‘To be at a business and social advantage’ and Japanese males to ‘Feel confident and look younger’.7
Insights into cultural and buying behaviour A recent presentation at the International Conference on Contemporary Marketing Issues gave some interesting insights into the psychology of marketing skin care products to a male audience.8
Key outtakes A male volunteer participates in one of a growing number of men’s skin studies at Alba Science. November 2017
from the presentation were that hair styling product use by males is a widely and socially acceptable practice so can be spoken about among males. Men want to use skin care products but the use of these products has connotations with femininity so conflicts with the traditional notion of masculinity, the upshot of this being that men do not tend to speak to other men about skin care usage, denying this market
PERSONAL CARE ASIA PACIFIC
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