MEN’S GROOMING 23
to provide a protective and enhanced barrier against pollution.24
Expert future predictions Lee Kynaston (aka the Grooming Guru) is one of the UK’s best known and most experienced male grooming experts.25
A
regular contributor to newspapers, magazines and consultant to numerous brands (including Paul Smith and Estée Lauder), Lee shared with us his predictions for 2017 and beyond:
"Over the next few years I expect to see
more gender fluidity in men's skin care as guys move beyond the concept of products 'for men' - I see them being less swayed by gender-specific advertising and more willing to experiment - cherry-picking the best products regardless of whether they're from traditional men's ranges or from women's. I also see multi-functionalism - already key in men's skin care - becoming increasingly important as products become streamlined to fit into men's increasingly busy lifestyles. Expect also to see a rise in uber-premium products as brands seek to capitalise on an improving economy and the desire for niche, luxe skin care that has a more exclusive, bespoke feel and allows men to show off their individuality and for ever madder ingredients as skin care companies strive to stand out from the
References 1
https://www.statista.com/statistics/287643/ global-male-grooming-market-size/
2
http://blog.euromonitor.com/2014/07/mens- grooming-habits-in-emerging-and-developed-
markets.html
3
https://www.canadean.com/ 4
http://tinyurl.com/joplffg 5
http://tinyurl.com/gll6fhl 6
http://www.telegraph.co.uk/men/health/balls-up- are-scrotal-lifts-the-next-trend-in-male-grooming/
7 Tungate M. Branded Male: Marketing to men. ISBN 978 0 7494 5011 3
8 Byrne A. Man Talk: skincare not included and how this affects the market. Podium presentation at the 4th International Conference on Contemporary Marketing Issues, 2016.
9 Ojala H, Calasanti T, King N, Pietilä I. Natural(ly) men: masculinity and gendered anti-ageing practices in Finland and the USA, Ageing and Society 2016; 36(2): 356–375
10
www.thebrandingjournal.com/2016/09/loreal- broadening-cosmetics-appeal-men
11
http://www.drugstorenews.com/shave-beiersdorf 12
http://www.breedcommunications.com/
crowd (see Lab Series MAXELLENCE!). The male grooming market often looks to what's happening in the Korean market of course - since that's at the cutting edge of skin care. Sheet masks and snail slime anyone?"
PC
2014/08/catering-for-the-modern-man-a- guide-to-male-online-shopping-habits/
13
http://ecommerce-platforms.com/ecommerce- news/infographic-online-shopping-habits-men- vs-women
14 Brown N, Whitby D. Male Grooming: the Overdue Arrival of a False Dawn, Personal Care 2013; 6(5): 109-110.
15 Mizukoshi K, Akamatsu H. The investigation of the skin characteristics of males focussed on gender differences, skin perception and skin care habits, Skin Research & Technology 2013; 19(2): 91-9.
16
http://www.thebrandingjournal.com/2016/09/ loreal-broadening-cosmetics-appeal-men/
17
http://www.surfachem.com/ink-defender-dfl0118 18
https://www.bulldogskincare.com/original- beard-shampoo-and-conditioner
19
http://tinyurl.com/j9j8kgc 20 Maurer M, Rietzler M, Burghardt R, Siebenhaar F. The male beard hair and facial skin – challenges for shaving. Int J Cosmet Sci 2016; 38: 3–9.
21 Krutmann J. Skin ageing beyond UV : basic mechanisms and clinical implications. Paper 1 Keynote at Anti-Ageing Skincare Conference, 2016.
22
http://www.clinique.co.uk/product/1609/22757 /Mens/Clinique-For-Men-Dark-Spot-Corrector
23
http://dx.doi.org/10.1016/j.jdermsci.2016.09.015 24
https://www.clarins.co.uk/clarinsmen-super- moisture-balm/
C050301054.html 25
https://groomingguru.co.uk/
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November 2017 PERSONAL CARE ASIA PACIFIC
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