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Men's Facial Skincare - UK - June 2017

“The men’s facial skincare category shows evidence of having reached its peak, with a plateau in value in 2016 and an estimated decline in 2017. With NPD falling, there is little to entice new users to enter the sector, whilst low usage frequency amongst existing users is further stifling the value of the category.”
– Roshida Khanom, Associate Director BPC

This Report discusses the following key topics:

  • Retailers are not engaging men
  • Men are sticking to simple skincare regimens
  • Disinterest could be driven by confidence

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Value decline expected in 2017
              • Figure 1: Best- and worst-case forecast for UK retail value sales of men’s facial skincare, 2012-22
            • Companies and brands
              • Bulldog shows strong sales performance
                • Figure 2: Brand shares in the UK mass-market men’s facial skincare category, year ending March 2017
              • Decline in NPD
                • Figure 3: New product launches in the men’s facial skincare market, by launch type, January 2014-March 2017
              • The consumer
                • Little change in usage
                  • Figure 4: Usage of men’s facial skincare products, February 2016 and April 2017
                • Low frequency of use suggests low understanding of benefits
                  • Figure 5: Facial skincare regimens, April 2017
                • Savvy behaviours are impacting the sector
                  • Figure 6: Changes to skincare routines, April 2017
                • A helping hand
                  • Figure 7: Usage occasions, April 2017
                • Men are responsible for their own purchases
                  • Figure 8: Purchase of facial skincare products, April 2017
                • Men show confidence
                  • Figure 9: Attitudes towards appearance, April 2017
                • Ageing is acceptable
                  • Figure 10: Attitudes towards facial skincare, April 2017
                • Men’s consumer groups
                  • Figure 11: Men’s facial skincare target groups, April 2017
                • What we think
                • Issues and Insights

                  • Retailers are not engaging men
                    • The facts
                      • The implications
                        • Men are sticking to simple skincare regimens
                          • The facts
                            • The implications
                              • Disinterest could be driven by confidence
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Plateau in the value of the market
                                      • Prestige sector outgrows mass-market
                                        • Online channel sees growth
                                          • Population of young men set to decline
                                            • Opportunities for fitness skincare
                                              • Beards remain on trend
                                              • Market Size and Forecast

                                                • Market slowdown
                                                  • Figure 12: UK retail value sales of men’s facial skincare products at current and constant prices, 2012-22
                                                • Further decline unless category attracts new users
                                                  • Figure 13: Best- and worst-case forecast for UK retail value sales of men’s facial skincare, 2012-22
                                                • Forecast methodology
                                                • Market Segmentation

                                                  • Mass market in decline
                                                    • Figure 14: UK retail value sales of men’s facial skincare products, mass market vs prestige, 2015 and 2016
                                                  • Prestige shows growth
                                                  • Channels to Market

                                                    • Prestige drives department store sales
                                                      • Figure 15: UK retail value sales of men’s facial skincare products, by retail channel, 2015 and 2016
                                                    • Grocery retailers see little growth
                                                    • Market Drivers

                                                      • Population of younger men set to decline
                                                        • Figure 16: Trends in the age structure of the UK male population, 2012-22
                                                      • Young men are taking more effort in their appearance
                                                          • Figure 17: Home hair colouring in the past 12 months, by gender, October 2015 and January 2017
                                                        • Fitness skincare
                                                          • Figure 18: Behavioural changes in the last 12 months, January 2017
                                                        • Appearance should be low maintenance
                                                          • Figure 19: Men’s attitudes towards appearance, December 2016
                                                        • Beards remain popular
                                                          • Figure 20: Hair removal areas – Face, by demographics, June 2016
                                                      • Companies and Brands – What You Need to Know

                                                        • NPD shows a decline
                                                          • Beards present NPD opportunities
                                                            • Anti-ageing sector sees innovation
                                                              • Advertising spend sees a rise
                                                                • Brand differentiation is high despite low usage
                                                                • Market Share

                                                                  • Bulldog sees greatest value growth
                                                                    • Figure 21: Brand shares in the UK mass-market men’s facial skincare category, years ending March, 2016 and 2017
                                                                • Launch Activity and Innovation

                                                                  • NPD shows a decline
                                                                    • Figure 22: New product launches in the men’s facial skincare market, by launch type, January 2014-March 2017
                                                                  • Beards are still trendy
                                                                    • Figure 23: NPD for beards in 2016
                                                                  • Free-from claims see a decline
                                                                    • Figure 24: Fastest growing and fastest declining claims in men’s facial skincare, 2015-16
                                                                    • Figure 25: Examples of anti-ageing launches in the men’s facial skincare sector, 2016
                                                                  • L’Oréal innovates in mass market and prestige
                                                                    • Figure 26: Product launches in the men’s facial skincare market, by top ultimate companies, 2016
                                                                  • Prestige sees NPD
                                                                    • Figure 27: Eye products for men launched in 2016
                                                                • Advertising and Marketing Activity

                                                                  • Advertising spend remains constant
                                                                    • Figure 28: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, January 2014-March 2017
                                                                  • Estée Lauder increases advertising spend
                                                                    • Figure 29: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, by top spending companies in 2016, 2015-16
                                                                  • Social media marketing
                                                                    • Nielsen Ad Intel coverage
                                                                    • Brand Research

                                                                        • Brand map
                                                                          • Figure 30: Attitudes towards and usage of selected brands, May 2017
                                                                        • Key brand metrics
                                                                          • Figure 31: Key metrics for selected brands, May 2017
                                                                        • Brand attitudes: Dove Men+Care instils confidence
                                                                          • Figure 32: Attitudes, by brand, May 2017
                                                                        • Brand personality: Elemis and Jack Black score well for being ethical
                                                                          • Figure 33: Brand personality – Macro image, May 2017
                                                                        • Jack Black has a youthful image
                                                                          • Figure 34: Brand personality – Micro image, May 2017
                                                                        • Brand analysis
                                                                          • Dove Men+Care maintains caring image
                                                                            • Figure 35: User profile of Dove Men+Care, May 2017
                                                                          • Clinique for Men risks becoming tired
                                                                            • Figure 36: User profile of Clinique for Men, May 2017
                                                                          • Elemis headline scores well for quality
                                                                            • Figure 37: User profile of Elemis, May 2017
                                                                          • Free-from positioning of Jack Black benefits brand perceptions
                                                                            • Figure 38: User profile of Jack Black, May 2017
                                                                        • The Consumer – What You Need to Know

                                                                          • Little change in usage
                                                                            • Changes in usage is impacting the sector
                                                                              • Helping men to remember
                                                                                • Men purchase their own products
                                                                                  • Men show confidence in their appearance
                                                                                    • Using proof to convince men
                                                                                      • Three consumer groups identified
                                                                                      • Usage of Facial Skincare Products

                                                                                        • Usage shows little change
                                                                                          • Figure 39: Usage of men’s facial skincare products, February 2016 and April 2017
                                                                                        • Unisex products remain popular
                                                                                          • Figure 40: Men’s brand preferences of facial skincare products, April 2017
                                                                                        • Rise in usage of face wipes
                                                                                        • Skincare Regimens

                                                                                          • Frequency of usage is low
                                                                                            • Figure 41: Facial skincare regimens, April 2017
                                                                                          • Younger men are more frequent users
                                                                                            • Figure 42: Facial skincare regimens, by youngest age demographics, April 2017
                                                                                          • Repertoires show little change
                                                                                            • Figure 43: Changes to skincare routines, April 2017
                                                                                          • Savvy behaviours are impacting the sector
                                                                                            • Young men looking for some extra help
                                                                                              • Figure 44: Use of anti-ageing products and seeking professional help amongst 25-34s, April 2017
                                                                                            • Young men think about ageing
                                                                                            • Usage Occasions

                                                                                              • Shaving is a trigger for facial skincare usage
                                                                                                • Figure 45: Usage occasions, April 2017
                                                                                              • Helping men to remember
                                                                                                • Younger men are triggered sensory cues
                                                                                                  • Figure 46: Use of facial skincare products when the skin looks and feels like it needs it, by age, April 2017
                                                                                              • Purchase of Facial Skincare Products

                                                                                                • Optimising retail environments
                                                                                                  • Figure 47: Purchase of facial skincare products, April 2017
                                                                                              • Attitudes towards Appearance

                                                                                                • Men are confident
                                                                                                    • Figure 48: Attitudes towards appearance, April 2017
                                                                                                  • Young men like their own appearance
                                                                                                    • Figure 49: Attitudes towards self-image, by age, April 2017
                                                                                                  • Older men are confident
                                                                                                    • Figure 50: Confidence in appearance, by age, April 2017
                                                                                                  • Appearance priorities
                                                                                                    • Figure 51: Appearance priorities, by age, April 2017
                                                                                                • Attitudes towards Facial Skincare

                                                                                                  • Ageing is not an issue
                                                                                                      • Figure 52: Attitudes towards facial skincare, April 2017
                                                                                                    • The need for proof
                                                                                                      • A relaxing routine
                                                                                                        • The health factor
                                                                                                        • Male Facial Skincare Groups

                                                                                                            • Figure 53: Men’s facial skincare target groups, April 2017
                                                                                                          • Disinterested Dudes
                                                                                                            • Figure 54: Agreement with statements on scepticism of facial skincare, by target groups, April 2017
                                                                                                          • Sensorial Souls
                                                                                                            • Figure 55: Agreement with statements on the benefits of using skincare products, by target groups, April 2017
                                                                                                          • Confident Chaps
                                                                                                            • Figure 56: Agreement with women’s skincare being better than men’s, by target group, April 2017
                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                            • Abbreviations
                                                                                                              • Consumer research methodology
                                                                                                                • Forecast methodology

                                                                                                                Companies Covered

                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                Men's Facial Skincare - UK - June 2017

                                                                                                                US $2,583.33 (Excl.Tax)