Thursday, August 18

Skin Care Retailers Woo the Men’s Grooming Market

For years, men have preferred (at least in public) to keep their personal grooming habits simple, but new industry figures show that that might finally be changing. Is skin care for men the next big thing?

Market stats say yes. In 2012, sales for men’s grooming products reached $3 billion, and that number is expected to grow to $6.1 billion in 2017. 2013 actually marked the first time in recorded history when men spent more on male-specific personal care items than on shaving products, and the change isn’t lost on retailers.

Executives at Evonik US believe that the market is finally ready for products aimed at men’s grooming, and they conducted a large consumer survey to back up that claim. The survey revealed that men are starting to understand the advantages of seeking out different products for personalized grooming, and are asking significant others how they can improve their personal care routine.

However, the survey showed that men still prefer to keep their routine short, preferably no longer than ten minutes every morning. This means that the key to capturing the men’s grooming market is creating products that are convenient, efficient and multi-purpose. Men are also most likely to buy products when they know they’ll be effective. Age-targeted products were also very popular.

Men have thicker epidermis, larger pores, and face more complications from ingrown hairs and razor burn. High testosterone can effect blood flow and collagen production as well. This means that releasing male versions of female products won’t get the job done. Men will look for products that deal with the specific problems they face with their skin, and brands take this into consideration when developing male-targeted products.

Evonik isn’t the only company trying to get an early ticket to board the men’s skincare train. Macy’s in San Fransisco recently opened the store’s first “Men’s Grooming Zone,” a section dedicated specifically to men’s shaving, grooming and skin care.

There’s no clear-cut leader in men’s skin care yet, so expect to see cosmetic companies battling over the male market in years to come.

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