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Men's Facial Skincare - UK - July 2018

“The market decline continues as men shrink their skincare regimes. While they look to brands they know to give them affordable options and educate them, big manufacturers are concentrated elsewhere – leaving smaller male-specific brands room to flourish. The advertising narrative needs to appeal to new priorities among men, while innovation can benefit from a health focus, combined with on-shelf simplicity.”
- Alex Fisher, Senior Beauty Analyst

This Report looks at the following areas:

  • Beards drive involvement
  • Budget concerns
  • Men left in the dark

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Table of contents

  1. Overview

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

          • The market
            • Market decline likely to accelerate
              • Figure 1: Best- and worst-case forecast of UK value sales of men’s facial skincare, 2013-23
            • Companies and brands
              • And the winner is…
                • Figure 2: Brand shares of UK mass-market men’s facial skincare, year ending May 2018
              • Think like a woman
                • Figure 3: New product development in men’s facial skincare, by launch type, January 2015-May 2018
              • The consumer
                • Feeling their way
                  • Figure 4: Features of men’s facial skin, May 2018
                • Tried and tested routines
                  • Figure 5: Facial skincare products used by men, May 2018
                • Engage at the shelf
                  • Figure 6: Factors considered important when buying men’s facial skincare, May 2018
                • A balancing act
                  • Figure 7: Changes in men’s facial skincare routines, May 2018
                • Seen but not heard
                  • Figure 8: Attitudes towards men’s facial skincare, May 2018
                • Beards drive engagement
                  • Figure 9: Facial skincare products used by men (nets), by type of facial hair, May 2018
                • What we think
                • Issues and Insights

                  • Beards drive involvement
                    • The facts
                      • The implications
                        • Budget concerns
                          • The facts
                            • The implications
                              • Men left in the dark
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Market decline likely to accelerate
                                      • Prestige brands and channels suffer
                                        • Older men lack involvement
                                        • Market Size and Forecast

                                          • Market falls from lack of interest
                                            • Figure 10: UK retail value sales for men’s facial skincare, at current and constant prices, 2013-23
                                          • Slower decline forecast
                                            • Figure 11: Best- and worst-case forecast of UK value sales of men’s facial skincare, 2013-23
                                          • Forecast methodology
                                          • Market Segmentation

                                            • Prestige value falls faster than mass market
                                              • Figure 12: UK retail value sales of men’s facial skincare, mass market vs prestige, 2016 and 2017
                                              • Figure 13: L’Oréal Men Expert Barber Club range, April 2018
                                          • Channels to Market

                                            • Retailers follow mass marketmass-market trend
                                              • Figure 14: UK retail value sales of men’s facial skincare, by retail channel, 2016 and 2017
                                          • Market Drivers

                                            • Population trend highlights market gap
                                              • Figure 15: Trends in UK male population, 2012-22
                                            • Little gifting to men
                                              • Figure 16: BPC gift recipients, by gender, October 2017
                                            • Re-imagining masculinity
                                              • Figure 17: Facets of a good male role model, November 2016
                                              • Figure 18: Lynx ‘Find Your Magic’ campaign, April 2017
                                            • Male confidence
                                              • eLearning
                                              • Companies and Brands – What You Need to Know

                                                • And the winner is…
                                                  • Think like a woman
                                                    • Content over channel
                                                      • A fresh pair of eyes
                                                      • Market Share

                                                        • Bulldog battles the decline
                                                          • Figure 19: Brand shares of UK mass-market men’s facial skincare, years ending May, 2017 and 2018
                                                      • Launch Activity and Innovation

                                                        • Innovation stabilises in 2017
                                                          • Figure 20: New product development in men’s facial skincare, by launch type, January 2015-May 2018
                                                          • Figure 21: Beard care launches from existing brands, 2017
                                                        • Claims reflect health focus
                                                          • Figure 22: Top five men’s facial skincare claims in growth and decline, 2016-17
                                                        • Beards renew brands’ approach
                                                          • Figure 23: Top 10 men’s facial skincare ultimate companies and other, 2017
                                                          • Figure 24: Minimalist men’s facial skincare launches, 2017
                                                      • Advertising and Marketing Activity

                                                        • Advertising gets physical
                                                          • Figure 25: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare, January 2015-April 2018
                                                          • Figure 26: NIVEA Men Protect and Care advert, 2017
                                                        • Major players dominate market
                                                          • Figure 27: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare, by top companies and others, 2017
                                                          • Figure 28: Bulldog Skincare bank robbery advert, 2017
                                                        • Nielsen Ad Intel coverage
                                                        • Brand Research

                                                            • Brand map
                                                              • Figure 29: Attitudes towards and usage of selected brands, May 2018
                                                            • Key brand metrics
                                                              • Figure 30: Key metrics for selected brands, May 2018
                                                            • Brand attitudes: High-quality products not always seen as worth paying more for
                                                              • Figure 31: Attitudes, by brand, May 2018
                                                            • Brand personality: Premium brands have a more stuffy image
                                                              • Figure 32: Brand personality – Macro image, May 2018
                                                            • Successful brands are quirky and youthful
                                                              • Figure 33: Brand personality – Micro image, May 2018
                                                            • Brand analysis
                                                              • NIVEA Men can widen views of masculinity
                                                                • Figure 34: User profile of NIVEA Men, May 2018
                                                              • Price of L’Oréal Men Expert is a barrier
                                                                • Figure 35: User profile of L’Oréal Men Expert, May 2018
                                                              • ClarinsMen can show how it’s done
                                                                • Figure 36: User profile of ClarinsMen, May 2018
                                                              • Bulldog’s quirky image appeals to young men
                                                                • Figure 37: User profile of Bulldog, May 2018
                                                            • The Consumer – What You Need to Know

                                                              • Feeling their way
                                                                • Tried and tested routines
                                                                  • Engage at the shelf
                                                                    • A balancing act
                                                                      • Seen but not heard
                                                                        • Beards drive engagement
                                                                        • Skin Type

                                                                          • Feel the difference
                                                                            • Figure 38: Features of men’s facial skin, May 2018
                                                                            • Figure 39: Features of men’s facial skin, by age, May 2018
                                                                          • Beards remain in fashion
                                                                            • Figure 40: Presence of facial hair among men, by age, May 2018
                                                                        • Use of Facial Skincare

                                                                          • A well-established basic routine
                                                                            • Figure 41: Facial skincare products used by men, May 2018
                                                                            • Figure 42: Treatment/experience-focused wipes launches, 2016-18
                                                                          • Changing priorities
                                                                            • Figure 43: Facial skincare products used by men, by age, May 2018
                                                                        • Purchasing Facial Skincare

                                                                          • Men take responsibility
                                                                            • Figure 44: Responsibility for purchasing facial skincare, by age, May 2018
                                                                          • Functional factors most important
                                                                            • Figure 45: Factors considered important when buying men’s facial skincare, May 2018
                                                                          • Advertising has little impact
                                                                            • Figure 46: Factors considered important when buying men’s facial skincare, by age, May 2018
                                                                        • Behavioural Changes

                                                                          • Out with the old
                                                                            • Figure 47: Changes in men’s facial skincare routines, May 2018
                                                                          • Care to economise
                                                                            • Figure 48: Changes in men’s facial skincare routines, by products used (nets), May 2018
                                                                        • Attitudes towards Facial Skincare

                                                                          • What about us?
                                                                            • Figure 49: Attitudes towards men’s facial skincare, May 2018
                                                                          • The ‘how-to’ of healthy skin
                                                                            • Figure 50: Clarins Beauty Coach men’s post, June 2018
                                                                          • The age of ignorance
                                                                            • Figure 51: Agreement with specific statements, by age, May 2018
                                                                            • Figure 52: Agreement with the statement “It is not necessary to use anti-ageing products at my age”, by age, May 2018
                                                                            • Figure 53: L’Oréal Men Expert Vita Lift advert starring Nikolaj Coster-Waldau, June 2018
                                                                        • Impact of Facial Hair

                                                                          • With beards comes wisdom
                                                                            • Figure 54: Features of men’s facial skin, by presence of facial hair, May 2018
                                                                            • Figure 55: Features of men’s facial skin, by type of facial hair, May 2018
                                                                          • Care and attention
                                                                            • Figure 56: Facial skincare products used by men (nets), by type of facial hair, May 2018
                                                                            • Figure 57: Skin caring products used, by type of facial hair, May 2018
                                                                            • Figure 58: Skin cleansing products used, by type of facial hair, May 2018
                                                                          • Tell me about it
                                                                            • Figure 59: Responsibility for purchasing facial skincare, by type of facial hair, May 2018
                                                                            • Figure 60: Factors considered important when buying men’s facial skincare, by type of facial hair, May 2018
                                                                          • What you don’t know
                                                                            • Figure 61: Agreement with selected attitudinal statements, by type of facial hair, May 2018
                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                            • Abbreviations
                                                                              • Consumer research methodology
                                                                                • Forecast methodology

                                                                                Men's Facial Skincare - UK - July 2018

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