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:
- Cleansers, including scrubs, washes, wipes
- Specialised products such as lip balms, eyecare.
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