Women remain the target group for beauty companies, but this is changing. In the era of gender fluidity, taboos over gender and traditional social roles are being challenged. It’s no surprise that beauty players are increasingly focusing on exploiting the potential within the male segment, offering numerous launches of skin care and even colour cosmetics lines. Amidst all the marketing buzz surrounding those launches, the question remains, is male beauty as lucrative as it seems at first glance?
This report comes in PPT.
In 2018, men’s grooming posted growth of 1% globally in constant value terms, compared with 3% for overall beauty and personal care. In 2018, men’s grooming accounted for only 10% of total beauty and personal care value sales. Growth in men’s grooming is, however, set to accelerate over 2018-2023.
As more women have joined the workforce, traditionally “male” social roles have evolved, as domestic responsibilities balance out and the financial burden on men decreases. Another consequence of the growth in female employment is greater competition for jobs, and there is extra pressure on men to meet certain grooming standards.
Men’s grooming routines remain basic and centred on hair, where the benefits of product usage are clear. Men continue to exhibit reluctance to adopt more sophisticated routines, owing in part to a lack of understanding of the benefits they can bring beyond simple hygiene. Educating men on the benefits of using skin care products is key to increasing adoption. Direct-to-consumer (DTC) brands benefit from having the tools to reach men directly.
Men are increasingly associating beauty with looking healthy. Prevention and self care are key. Mental wellbeing is considered the most important health factor for men, rather than absence of disease. With anxiety, depression and stress being a key concern in today’s hectic society, targeting mental wellbeing offers significant opportunities for beauty brands to tap into.
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.See All of Our Definitions
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