MEN’S GROOMING 23
Skin care for men: complex in its simplicity
n Harald van der Hoeven, Nathalia Gruber – CLR Berlin, Germany
The male grooming market was worth more than $4.5 billion in the US and is expected to reach $166 billion by 2022, worldwide. In 2019, in the US the skin care category was, at 23%, the second largest after deodorants (39%), outperforming the hair care and shaving categories. The skin care category is expected to further increase in the future. The size of the male skin care market is significant, continues to grow and therefore merits a close look at the male population, their needs as a consumer and the needs of their skin. Men are complex consumers when it
comes to their buying behavior of personal care products. Added to that, men are strongly evolving as consumers, attributed to by the relatively large differences between the different age demographics. Older men remain extremely conservative personal care consumers whereas younger generations have a much more open attitude. Traditionally, men have been focused on
hygiene. Deodorants and cleansing products (e.g. shampoos, bodywashes, bar soaps) have always had by far the largest market share in the male grooming segment. A new phenomenon has now occurred. Attractiveness of physical appearance is something especially younger generations of men derive pride from. It is especially the younger generation of men who have been responsible for the strong growth of the male skin care market. The male skin care consumer is a type of
consumer the skin care industry, historically, has not been used to. The male consumer might be evolving into a type of consumer who is familiar to our industry, but only slowly. It is important, therefore, for the skin care industry to actively find common ground with the male skin care consumer. Market research shows that the two main
traits male skin care consumers are looking for are price and convenience. They are savvy, want value for money and tend to shop around, preferably on-line. They show scepticism toward brands which they deem to be expensive. They like multifunctional products and prefer male brands, with packaging and scent to suit. When they find the product they like, men tend to be more
October 2020
Figure 1: Increased sebum production is beneficial for virulent phylotypes of C. acnes.
Figure 2: Virulent C. acnes phylotypes form a biofilm which clogs pores.
loyal consumers than women. Historically, men tended to be reactive in
their skin care use. They would only use a skin care product after a problem had occurred. This attitude is changing as younger generations of men increasingly show a proactive approach toward their skin care routine and, in general, show greater interest in skin care. This phenomenon is
also reflected in the fact that men start to show greater interest in other features of their skin care products. Men want specific benefits from their skin care products, they are interested in efficacy. Natural ingredients and ‘clean cosmetics’ are also reported to enjoy a high interest by men. For the skin care industry, a big challenge lies in bridging the currently existing gap with
PERSONAL CARE NORTH AMERICA
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