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Men's Facial Skincare - UK - May 2015

“The high proportion of men describing their skin as neutral presents opportunities in the market for better diagnostic tools and more help for men to identify their skin’s needs and products suited to them. Male-specific expertise is important, with most men choosing and purchasing their own skincare products.

Product usage shows that men may be using anti-ageing products for prevention rather than cure, with the high proportion of young men with little concern about wrinkles using anti-ageing products. Growing urbanisation also presents opportunities, with urban men showing higher usage of moisturiser and cleanser than a year ago.”
– Roshida Khanom, Senior Research Analyst

This report looks at the following areas:

  • Men don’t know their own skin
  • Men want male expertise
  • Anti-ageing products: Prevention rather than cure
  • Growing urbanisation offers opportunities

The men’s facial skincare market has shown fluctuation in recent years, however strong growth in 2013 and incremental growth in 2014 bode well for the market. Men are largely taking responsibility for their own skincare, with over half choosing their own skincare products and just over half purchasing their own products. As such, brands with a strong heritage in male skincare have fared well in 2015.

Education is a key factor to ensure growth in this category, with the majority of men describing their skin as neutral across a number of attributes (eg when describing whether their skin is clear or acne prone.) 

Within this report we investigate men’s facial skin type, skin concerns and skincare routines as well as purchase of facial skincare products and attitudes towards skincare.

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Table of contents

  1. Introduction

      • Products covered in this report
        • Abbreviations
        • Executive Summary

            • A market in need of stable growth
              • Figure 1: Best- and worst-case forecast for UK retail sales of men’s facial skincare, 2009-19
            • Improving financial situations could boost the market
              • Innovation remains steady
                • Figure 2: New launches in the UK men’s facial skincare market, branded vs own-label, January 2012 – February 2015
              • Anti-ageing sees a rise
                • Figure 3: Top 10 positioning claims for new product launches in the UK men’s facial skincare market, 2014
              • Men don’t know the skin they’re in
                • Figure 4: Men’s facial skin type, March 2015
              • Young men are using soap and facial cleanser
                • Figure 5: Facial skincare products used, March 2015
              • What we think
              • Issues and Insights

                  • Men don’t know their own skin
                    • The facts
                      • The implications
                        • Men want male expertise
                          • The facts
                            • The implications
                              • Anti-ageing products: Prevention rather than cure
                                • The facts
                                  • The implications
                                    • Growing urbanisation offers opportunities
                                      • The facts
                                        • The implications
                                        • Market Drivers

                                          • Key points
                                            • Rise in young professionals with decline in teenagers
                                              • Figure 6: Trends in the age structure of the UK male population, 2009-19
                                            • Rise in employment boosting the market
                                              • Figure 7: Employment and unemployment, by men, 2009-19
                                            • Greater disposable income could bode well for prestige
                                              • Figure 8: Trends in current financial situation compared a year ago, March 2012-March 2015
                                            • Rise of the ‘spornosexual’
                                              • Figure 9: Young men’s usage of self-tanning products in the past 12 months, August 2014
                                            • Inside-out beauty
                                              • Figure 10: Retail value sales of vitamins and supplements, by segment, 2012/13 and 2013/14
                                          • Who’s Innovating?

                                            • Key points
                                              • Innovation remains steady
                                                • Figure 11: New launches in the UK men’s facial skincare market, branded vs own-label, January 2012 – February 2015
                                                • Figure 12: Examples of facial skincare launches for men from direct selling brands, January 2014-March 2015
                                              • Anti-ageing sees a rise
                                                • Figure 13: Top 10 positioning claims for new product launches in the UK men’s facial skincare market, 2014
                                                • Figure 14: Examples of premium anti-ageing facial skincare launches for men, 2014
                                              • Rise in ‘protecting against the elements’ claims despite low interest
                                                • Estée Lauder focuses on education
                                                  • Figure 15: New product launches in the UK men’s facial skincare market, by top 5 ultimate companies and other, 2014
                                                  • Figure 16: Examples of facial skincare launches for men from Estée Lauder subsidiaries, 2014
                                                • L’Oréal relaunches Men Expert
                                                • Market Size and Forecast

                                                  • Key points
                                                    • A market with historically unstable growth
                                                      • Figure 17: UK retail value sales of men’s facial skincare, at current and constant 2013 prices, 2009-19
                                                    • Slow growth predicted
                                                      • Figure 18: Best- and worst-case forecast for UK retail sales of men’s facial skincare, 2009-19
                                                    • Forecast methodology
                                                    • Segment Performance

                                                      • Key points
                                                        • Prestige shows strong growth…
                                                          • Figure 19: UK retail value sales of men’s facial skincare, by category, 2013-14
                                                        • …whilst the mass market declines
                                                        • Market Share

                                                          • Key points
                                                            • Brands offering both male and female skincare show decline
                                                              • Figure 20: UK retail value sales of men’s mass market facial skincare, by brand, March 2014-March 2015
                                                            • Male-specific mass market brands fare well
                                                            • Companies and Products

                                                              • L’Oréal
                                                                • Background and structure
                                                                  • Strategy and financial performance
                                                                    • Figure 21: L’Oréal (UK) Ltd financial performance, 2012-13
                                                                  • Product range and innovation
                                                                      • Figure 22: Examples of new product launches by L’Oréal and its subsidiaries in the men’s facial skincare market, January 2014-March 2015
                                                                    • Marketing and advertising
                                                                      • Beiersdorf
                                                                        • Background and structure
                                                                          • Strategy and financial performance
                                                                            • Figure 23: Beiersdorf UK Limited financial performance, 2012 and 2013
                                                                          • Product range and innovation
                                                                            • Figure 24: Examples of new product launches under the Nivea Men brand in the men’s facial skincare market, January 2014-March 2015
                                                                          • Marketing and advertising
                                                                            • Estée Lauder
                                                                              • Background and structure
                                                                                • Strategy and financial performance
                                                                                  • Figure 25: Estée Lauder Cosmetics Limited financial performance, 2013-14
                                                                                • Product range and innovation
                                                                                    • Figure 26: Examples of new product launches by Estée Lauder subsidiaries in the men’s facial skincare market, January 2014-March 2015
                                                                                  • Marketing and advertising
                                                                                    • Cowshed
                                                                                      • Background and structure
                                                                                        • Strategy and financial performance
                                                                                          • Figure 27: Cowshed Products Limited financial performance, 2012-13
                                                                                        • Product range and innovation
                                                                                          • Figure 28: Examples of new product launches by Cowshed in the men’s facial skincare market, January 2014 – March 2015
                                                                                        • Marketing and advertising
                                                                                        • Brand Communication and Promotion

                                                                                          • Key points
                                                                                            • Advertising spend shows fluctuation
                                                                                              • Figure 29: Main monitored media advertising spend on men’s facial skincare, January 2012-March 2015
                                                                                            • NIVEA leads advertising spend
                                                                                              • Figure 30: Main monitored media advertising spend on men’s facial skincare, by company, 2014
                                                                                            • Kiehl’s relies on word of mouth
                                                                                              • Education is behind Estée Lauder campaigns
                                                                                              • Brand Research

                                                                                                • Key points
                                                                                                  • Brand map
                                                                                                    • Figure 31: Attitudes towards and usage of selected brands, March 2015
                                                                                                  • Key brand metrics
                                                                                                    • Figure 32: Key metrics for selected brands, March 2015
                                                                                                  • Brand attitudes: Tom Ford’s designer proposition assists premium image
                                                                                                    • Figure 33: Attitudes, by brand, March 2015
                                                                                                  • Brand personality: Location and price likely to boost accessibility of NIVEA Men and Dove Men+Care
                                                                                                    • Figure 34: Brand personality – Macro image, March 2015
                                                                                                  • L’Oréal Paris Men Expert, Clinique for Men and Tom Ford have an advantage when it comes to glamour and indulgence
                                                                                                    • Figure 35: Brand personality – Micro image, March 2015
                                                                                                  • Brand analysis
                                                                                                    • NIVEA Men boasts advantage across different metrics
                                                                                                      • Figure 36: User profile of NIVEA Men, March 2015
                                                                                                    • Dove Men+Care has slight advantage in perception of caring
                                                                                                      • Figure 37: User profile of Dove Men+Care, March 2015
                                                                                                    • L’Oréal Paris Men Expert is seen as more glamorous than mainstream competitors, but lacks the same proportion of trust
                                                                                                      • Figure 38: User profile of L’Oréal Paris Men Expert, March 2015
                                                                                                    • Clinique for Men has a glamorous and indulgent brand image
                                                                                                      • Figure 39: User profile of Clinique for Men, March 2015
                                                                                                    • Bulldog has strong youthful and quirky associations
                                                                                                      • Figure 40: User profile of Bulldog, March 2015
                                                                                                    • Tom Ford has an exclusive image through designer credentials
                                                                                                      • Figure 41: Demographic breakdown of who is aware of Tom Ford, March 2015
                                                                                                    • Jack Black lacks strength of image compared to other brands
                                                                                                      • Figure 42: Demographic breakdown of who is aware of Jack Black, March 2015
                                                                                                  • Channels to Market

                                                                                                    • Key points
                                                                                                      • Multiple grocers and online channels show strong growth
                                                                                                        • Figure 43: UK retail value sales of men’s facial skincare, by outlet type, 2013-14
                                                                                                    • The Consumer – Skin Type

                                                                                                      • Key points
                                                                                                        • Men don’t know the skin they’re in
                                                                                                          • Figure 44: Men’s facial skin type, March 2015
                                                                                                        • Young men have oily skin
                                                                                                        • The Consumer – Skin Concerns

                                                                                                          • Key points
                                                                                                            • Two in five men are not concerned about their skin
                                                                                                              • Figure 45: Facial skin concerns, March 2015
                                                                                                            • Skin types drive concern
                                                                                                              • The beard effect
                                                                                                                • Younger men have a greater range of concerns
                                                                                                                • The Consumer – Facial Skincare Products Used

                                                                                                                  • Key points
                                                                                                                    • Soap is the most popular product
                                                                                                                      • Figure 46: Facial skincare products used, March 2015
                                                                                                                    • Are men using soap and facial cleanser?
                                                                                                                      • Cost is likely driving down usage
                                                                                                                        • Facial moisturiser has high usage
                                                                                                                          • Prevention rather than cure
                                                                                                                            • Range of products used driven by cost and concerns
                                                                                                                              • Figure 47: Repertoire of facial skincare products used, March 2015
                                                                                                                          • The Consumer – Trends in Usage

                                                                                                                            • Key points
                                                                                                                              • Urbanisation may be driving up usage
                                                                                                                                • Figure 48: Trends in skincare products used, March 2015
                                                                                                                              • Young men using more products
                                                                                                                                • Figure 49: Trends in skincare products used (those using more product than a year ago), by age, March 2015
                                                                                                                            • The Consumer – Skincare Routines

                                                                                                                              • Key points
                                                                                                                                • Married men rely more on their partners
                                                                                                                                  • Figure 50: Men’s skincare routines, March 2015
                                                                                                                                • Older men have simple routines
                                                                                                                                  • Dads care about their skin
                                                                                                                                    • A third of men do research
                                                                                                                                    • The Consumer – Purchase of Facial Skincare Products

                                                                                                                                      • Key points
                                                                                                                                        • More than half of men purchase their own products
                                                                                                                                          • Figure 51: Purchase of facial skincare products, March 2015
                                                                                                                                        • Brand name is the most important factor
                                                                                                                                          • Figure 52: Factors influencing purchase of facial skincare products, March 2015
                                                                                                                                        • Scientific claims and recommendations are low influencers
                                                                                                                                        • The Consumer – Attitudes towards Facial Skincare

                                                                                                                                          • Key points
                                                                                                                                            • Majority of men do not see value in facial skincare
                                                                                                                                              • Figure 53: Attitudes towards facial skincare, March 2015
                                                                                                                                            • Beauty through health
                                                                                                                                              • Short-term effort for long-term results
                                                                                                                                                • Men’s skin is different

                                                                                                                                                Companies Covered

                                                                                                                                                • Aveda
                                                                                                                                                • Beiersdorf UK Ltd
                                                                                                                                                • Bumble & Bumble
                                                                                                                                                • Clinique Laboratories Ltd (UK)
                                                                                                                                                • Donna Karan Company Stores Ltd
                                                                                                                                                • Estée Lauder Companies Inc. (The)
                                                                                                                                                • Facebook, Inc.
                                                                                                                                                • Garnier
                                                                                                                                                • Jo Malone
                                                                                                                                                • L'Oréal (UK)
                                                                                                                                                • LAB Series Research Centre
                                                                                                                                                • Lancôme
                                                                                                                                                • Marvel Entertainment
                                                                                                                                                • Maxim Magazine
                                                                                                                                                • Nivea
                                                                                                                                                • Shiseido International
                                                                                                                                                • Shortlist Media
                                                                                                                                                • SoftSheen Carson
                                                                                                                                                • Tommy Hilfiger Corporation
                                                                                                                                                • Vichy Laboratories
                                                                                                                                                • Whole Foods Market (UK)

                                                                                                                                                Men's Facial Skincare - UK - May 2015

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