Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Men's Facial Skincare - UK - May 2016

“Sales growth has slowed in the male facial skincare market, challenged by both recruitment issues and the impact of fashion trends. The core demographic of 16-24-year-olds is declining in number and older men remain apprehensive of using facial skincare products. Male facial hair is now a mainstream trend and is limiting use of products, such as moisturiser, due to the smaller area of visible skin and fewer experiences of dry skin caused by shaving.”
– Charlotte Libby, Senior Beauty Analyst

This report discusses the following key topics:

  • Expanding the male facial skincare routine
  • Impact of the beard trend

As fashion remains skewed towards facial hair, the market is further tested by a reduction in usage occasions, as the majority of men apply products post-shave. Product innovation in the beard care market can go some way to returning sales growth; however, this must be matched with marketing to convince men of the need to use specifically designed facial care products and not alternatives such as shower gel.

Mintel’s definition of facial skincare includes the following types of products targeted exclusively at men:

  • Moisturisers/treatments
  • Cleansers, including scrubs, washes, wipes
  • Masks
  • Specialised products such as lip balms, eyecare.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

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

          • The market
            • Growth slows in 2015
              • Figure 1: Best- and worst-case forecast for UK retail value sales of men’s facial skincare, 2010-20
            • Companies and brands
              • NPD remains lower than previous years
                • Figure 2: New product launches in the men’s facial skincare market, by launch type, 2013-16
              • Beard products continue to innovate
                • The consumer
                  • Male moisturiser the hero product
                    • Figure 3: Men’s brand preferences of facial skincare products, February 2016
                  • Trial influencers are linked to confidence boosting
                    • Figure 4: Reasons for first using male skincare products, February 2016
                  • Comparing to women’s skin
                    • Figure 5: Attitudes towards facial skin, February 2016
                  • Spots are worse than wrinkles
                    • Figure 6: Attitudes towards own facial skin, February 2016
                  • A non-essential category?
                    • Figure 7: Reasons for not using facial skincare products, February 2016
                  • What we think
                  • Issues and Insights

                    • Expanding the male facial skincare routine
                      • The facts
                        • The implications
                          • Impact of the beard trend
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Growth slows in 2015
                                  • Prestige market boosted by niche brands
                                    • Strength of department stores
                                      • Older men not interested in skincare
                                        • The selfie effect
                                          • Diversifying the male personal care market
                                          • Market Size and Forecast

                                            • Growth slows in 2015
                                              • Figure 8: UK retail value sales of men’s facial skincare products, at current and constant prices, 2010-20
                                            • Future growth set to continue at reduced pace
                                              • Figure 9: Best- and worst-case forecast for UK retail value sales of men’s facial skincare, 2010-20
                                          • Market Segmentation

                                            • Mass market declines with savvy shopping
                                              • Figure 10: UK retail value sales of men’s facial skincare products, mass market vs prestige, 2014 and 2015
                                            • Prestige market boosted by niche brands
                                            • Channels to Market

                                              • Discount retailers restrict value sales
                                                • Figure 11: UK retail value sales of men’s facial skincare products, by retail channel, 2014 and 2015
                                              • Strength of department stores
                                              • Market Drivers

                                                • Older men not interested in skincare
                                                  • Figure 12: Trends in the age structure of the male population, 2010-20
                                                • Changing employment opportunities
                                                  • Figure 13: Employment status of men, 2010-20
                                                • The selfie effect
                                                  • Figure 14: Men’s social media activities, April 2015
                                                • Diet known to impact appearance of skin
                                                  • New legislation to force product reformulation
                                                    • Diversifying the male personal care market
                                                      • Lack of advice
                                                      • Key Players – What You Need to Know

                                                        • Bulldog sees strongest sales performance
                                                          • NPD remains lower than previous years
                                                            • Beard products continue to innovate
                                                              • Bigger focus on ingredients
                                                                • 2016 about the lips and eyes
                                                                  • Moisturiser the focus of adverts
                                                                    • NIVEA Men remains the standout brand
                                                                      • Accessibility is key
                                                                      • Market Share

                                                                        • Close competition for market leader continues
                                                                          • Figure 15: Brand shares in UK mass-market men’s facial skincare category, years ending January 2015 and 2016
                                                                        • Bulldog see strongest sales performance
                                                                        • Launch Activity and Innovation

                                                                          • NPD remains lower than previous years
                                                                            • Figure 16: New product launches in the men’s facial skincare market, by launch type, 2013-16
                                                                            • Figure 17: Examples of men’s facial skincare products for beard care and maintenance, 2015
                                                                          • Dietary claims in skincare
                                                                            • Figure 18: Fastest-growing product positioning claims in the men’s facial skincare market, 2014-15
                                                                            • Figure 19: Examples of male facial skincare products featuring vegan and no animal ingredients product positioning claims, 2015
                                                                          • Bigger focus on ingredients
                                                                            • Figure 20: Examples of male facial skincare products for skin disorders, 2015
                                                                          • Superdrug expands men’s offering
                                                                            • Figure 21: Product launches in the men’s facial skincare market, by top five ultimate companies, 2015
                                                                          • Barbershop-inspired launches
                                                                            • Figure 22: Product examples of product launches inspired by traditional barbershops, 2015
                                                                          • 2016 about the lips and eyes
                                                                            • Figure 23: Men’s eye and lip facial skincare product launches, 2016
                                                                        • Advertising and Marketing Activity

                                                                          • Above-the-line advertising spend in decline
                                                                            • Figure 24: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, 2013-16
                                                                          • NIVEA Men uses football stars
                                                                            • Figure 25: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, by company, 2013-16
                                                                          • Moisturiser the focus of adverts
                                                                            • Figure 26: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, by product type, 2014 and 2015
                                                                          • Social media replacing paid-for internet advertising
                                                                            • Figure 27: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, by media type, 2015
                                                                            • Figure 28: Facebook promotion of L’Oréal Men Expert Hydra Energetics, 2016
                                                                          • Nielsen Ad Intel coverage
                                                                          • Brand Research

                                                                              • Brand map
                                                                                • Figure 29: Attitudes towards and usage of selected brands, February 2016
                                                                              • Key brand metrics
                                                                                • Figure 30: Key metrics for selected brands, February 2016
                                                                              • Brand attitudes: NIVEA Men perceived as the best all-rounder
                                                                                • Figure 31: Attitudes, by brand, February 2016
                                                                              • Brand personality: Premium positioning of Lab Series and Kiehl’s underpins connotations of exclusivity
                                                                                • Figure 32: Brand personality – Macro image, February 2016
                                                                              • Bulldog’s youthful and quirky image could be an advantage when targeting younger men
                                                                                • Figure 33: Brand personality – Micro image, February 2016
                                                                              • Brand analysis
                                                                                • NIVEA Men benefits from broadly positive image
                                                                                  • Figure 34: User profile of NIVEA Men, February 2016
                                                                                • Bulldog has more youthful image than NIVEA Men, but lacks the same level of appeal
                                                                                  • Figure 35: User profile of Bulldog, February 2016
                                                                                • Kiehl’s premium image comes at a price
                                                                                  • Figure 36: User profile of Kiehl’s, February 2016
                                                                                • ManCave struggles to find its niche
                                                                                  • Figure 37: User profile of ManCave, February 2016
                                                                                • Lab Series evokes more negative responses
                                                                                  • Figure 38: User profile of Lab Series, February 2016
                                                                              • The Consumer – What You Need to Know

                                                                                • Male moisturiser: The hero product
                                                                                  • Unisex products dominate in emerging lip segment
                                                                                    • Older men disengaged
                                                                                      • Trial influencers are linked to confidence boosting
                                                                                        • Younger audiences led by friends
                                                                                          • Shaving an integral part of the moisturising routine
                                                                                            • Keeping skin hydrated
                                                                                              • Spots are worse than wrinkles
                                                                                                • A non-essential category?
                                                                                                • Product Usage

                                                                                                  • Male moisturiser: The hero product
                                                                                                      • Figure 39: Men’s brand preferences of facial skincare products, February 2016
                                                                                                    • Unisex products dominate in emerging lip segment
                                                                                                      • Older men disengaged
                                                                                                        • Figure 40: Men’s usage of facial skincare products, by age, February 2016
                                                                                                      • Cleanser seen as an anti-blemish product
                                                                                                      • Reasons for Trial

                                                                                                        • Trial influencers are linked to confidence boosting
                                                                                                            • Figure 41: Reasons for first using male skincare products, February 2016
                                                                                                          • Younger audiences led by friends
                                                                                                            • Other reasons focus on cleanliness
                                                                                                            • Attitudes towards Using Moisturiser

                                                                                                              • Shaving an integral part of the moisturising routine
                                                                                                                • Figure 42: Attitudes towards moisturiser usage, February 2016
                                                                                                              • Men are brand-loyal
                                                                                                                • Trading up to an added-benefit moisturiser
                                                                                                                • Attitudes towards Skin

                                                                                                                  • Comparing to women’s skin
                                                                                                                      • Figure 43: Attitudes towards facial skin, February 2016
                                                                                                                    • Keeping skin hydrated
                                                                                                                      • Spots thought of as worse than wrinkles
                                                                                                                        • Figure 44: Attitudes towards own facial skin, February 2016
                                                                                                                    • Barriers to Usage

                                                                                                                      • Thought of as non-essential
                                                                                                                        • Figure 45: Reasons for not using facial skincare products, February 2016
                                                                                                                      • Anti-pollution can be a draw
                                                                                                                        • Increasing divorce amongst seniors may see men take interest
                                                                                                                          • They could work
                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                              • Abbreviations
                                                                                                                                • Consumer research methodology
                                                                                                                                • Appendix – The Market

                                                                                                                                  • Forecast methodology
                                                                                                                                  • Appendix – Companies and Brands

                                                                                                                                      • Figure 46: New product launches in the men’s facial skincare market, by sub-category, 2013-16
                                                                                                                                      • Figure 47: New product launches in the men’s facial skincare market, by product price point, 2013-16

                                                                                                                                  Companies Covered

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

                                                                                                                                  Men's Facial Skincare - UK - May 2016

                                                                                                                                  US $2,478.79 (Excl.Tax)