Summary of Mintel Research on Men's Facial Skincare Usage
Findings:
Over half (52%) of US men use facial skincare products, a 68% increase from 2022.
Gen Z men (ages 18-27) are leading the trend, with 68% using facial skincare.
Men are not only using more skincare products, but also investing in premium brands.
Over 40% of men aged 18-34 buy premium facial moisturizers and hand/body lotions.
Clean ingredients are a key factor for 46% of men aged 18-34 when making buying decisions.
Key Takeaway:
The market for men's skincare is rapidly growing, with younger men leading the way and showing a preference for premium, clean beauty products.
Trend:
The increasing acceptance of men's skincare routines and a growing awareness of the importance of grooming and self-care.
Consumer Motivation:
Desire for healthy, well-maintained skin, fueled by social media influence and a broader cultural shift towards self-care.
Driving Trend:
The normalization of male grooming practices, increased representation of men in skincare advertising, and the emphasis on clean beauty.
Target Audience:
Men aged 18-34, particularly Gen Z, who are interested in premium and clean beauty products.
Product/Service:
Premium facial skincare products, moisturizers, and hand/body lotions with clean ingredients.
Conclusions:
The market for men's skincare offers significant opportunities for brands that focus on premium, clean beauty products and cater to the needs and preferences of younger male consumers.
Implications for Brands:
Invest in developing high-quality, premium skincare products with clean ingredients.
Target marketing efforts towards younger men, particularly Gen Z.
Emphasize the benefits of clean beauty and ingredient transparency.
Leverage social media and influencer marketing to reach a wider audience.
Implications for Society:
The growing popularity of men's skincare contributes to breaking down traditional gender stereotypes and promotes a more inclusive approach to self-care and grooming.
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