There is a new benchmark in beauty, and it has to do with how men view personal care and are becoming more body-conscious than ever, according to Victoria Buchannan, a visual trend researcher and beauty expert at The Future Laboratory. The trend today in men’s hygiene and personal care is more focused on health than striving for unrealistic perfection.
In the UK, the men’s skincare market reached a net worth of £911 million per annum in 2014 and has only increased in popularity. This can be attributed to the rise of the "metrosexual", the man who concentrates on his grooming and appearance and will invest a significant amount of time and energy on this area of his life. This type of man makes up the target audience and is characterized by having strong brand loyalty, wanting no stress, hassle-free products, and a willingness to try new things and continue use if the result convinces them to do so.
Although female skincare still dominates the market, men are starting to gain more knowledge about skin and hair care products. This new awareness has caused a change in the industry. There are fundamental differences between male and female skin types which must be taken into consideration when formulating products for men. For example, men’s facial skin has higher levels of sebum production and requires a lighter product than that of women, that will not weigh down the skin and feel heavy.
Recent news reported 42% of men now use gender specific facial moisturizers, and an ever-greater number, 74%, of men are characterized as keen personal care shoppers. However, the male market cosmetics industry is still lacking in sophistication when compared to women’s brands. Most brands claim their products are hydrating, dermatologically tested and ethical or environmental friendly. Unfortunately, these claims are not always monitored, as Robert Vinyes, CEO and founder of Homo Naturals reports.
As the creator of the first 100% natural brand in male cosmetics, Vinyes stated many brands use specific words such as "natural and environmentally friendly" as a marketing ploy attracting sales, when their ingredient labels contradict these claims.
Name Brands on the Market Today
- Bulldog, United Kingdom
- L’OREAL, France
- Apivita, Greece
- Natura Siberica, Russia
- Weleda, Germany
- Eben Holz, Germany
- Vichy, France
- Avène, France
- Homo Naturals, Spain
Will this hinder the success of male cosmetics on the market?
We don’t think so. With more and more brands hitting the shelves, there is something for everyone. If one brand doesn’t produce the desired results, there will be one that will. As Vinyes notes, there will always be competition, but you must trust in the quality of your product and your company’s ability to take the reins and lead the pack in regards to marketing and sales. The demand is growing, and this is a testament to the effectiveness of current products. Finding the niche in the market and setting the trend is within each brand’s power.
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Written by Emily Dawn Szajda, GBSB Content Manager