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More men opting for skincare products
The days of ‘men being men’ and shunning cosmetic products are numbered, according to recent research which has revealed that men are buying more skincare products than ever before, and are also devoting more time and money to their personal grooming.
Ten years ago most men over 40 were too embarrassed to admit that they used or had even contemplated using men’s cosmetic products, according to research company Mintel. But, in a dramatic turnaround the men’s skincare market is now blooming. According to their figures, during 2007 men in their fifties and sixties spent over £306million on anti-aging moisturisers and rejuvenating lotions, representing a fourfold increase in the market over the previous five years and prompting Mintel to boldly predict that the market will double between 2007 and 2010.
Most young males, especially those in the 18 - 29 age range have no qualms whatsoever about using moisturisers and other male beauty products, and now it would appear that the older generation is also keen to maximise their appearance with the help of rejuvenating creams and anti-aging lotions. Whatever their age men realise that in terms of skincare they need to keep up with the women in their life, and that using creams is actually quite refreshing as well providing rejuvenation!
As well as a rise in sales of men’s skincare products there has also been an 800 per cent growth in sales in the past seven years of toiletries such as deodorants and antiperspirants. However, in terms of like-for-like sales the men’s market is still 15 years behind the women’s, so although sale figures are encouraging for the cosmetic industry, there is still massive potential for the men’s market to be developed even further.
According to research conducted by magazine Men’s Health, nine out of every ten men believe that the use of cosmetics together with wearing stylish, well-fitting clothes will give them more pulling power than the possession of a flash car. That result represents a major sea change in opinion from ten years ago as men become much more comfortable with buying mens skin care and other cosmetic products.
Mintel’s research shows that repackaging men’s skincare products to look less feminine combined with the increased range of available products have certainly helped increase sales. These changes have come as a result of developing the younger males market and those lessons are being taken into the mature men’s market as cosmetic companies all look to build further.
