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Published: 2 Mar 2018

Male Grooming: In Numbers

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54% of men felt there was a shortage of facial enhancement and cosmetics products on the market

A small-scale 2017 study by UK-based design communications and strategy company Two by Two reveals surprising attitudes towards male grooming, products and retail in the age of Male Beauty. Stylus summarises the key takeaways.

  • Make-Up Focus: Of the 75 British men surveyed, 54% felt there was a shortage of products for men in the facial enhancement and cosmetics categories. It was also revealed that 70% of respondents believe tinted moisturiser (39%) and concealer (31%) will become bathroom staples by 2020.

    Colour cosmetics companies should target this gap in the market, offering colour-corrective and colour-play products dedicated to men. A good example is MMUK Man, which launched on cult British e-tailer Asos in August 2017. Each product, from bronzer to mascara, is tied to the company’s ethos that men are beginning to reframe masculinity and are adopting stereotypically feminine beauty practices.

    Canadian professional male cosmetics house Formen also showcases the way male beauty is evolving beyond the #BeautyBoys of Instagram, who celebrate a more feminine, heavy, Instagram-friendly style of make-up application. According to the brand, the Formen Concealer is designed to enhance facial features and not transform them. Formen’s messaging is a clear illustration of the way brands should be clever about marketing strategies in the male beauty category – focusing on enhancement, not coverage. See The Male Beauty Moment for more.
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  • Revitalising Formulas: The desires of male consumers have not greatly evolved in the personal care sector, with men still seeking fresh, revitalising experiences: 57% of men want fresh-scented formulas to make them feel clean. While women’s brands often focus research and development on finding exciting new fragrance and texture combinations, male grooming brands should approach diversification more carefully.

    Organic luxury company Scrubd retails two skincare lines and one soap range that use high-performance and natural formulas. The skincare ranges simplify customers’ daily routine by presenting a maximum of five products for a their daily needs. The brand’s Energising Face Moisturiser combines ingredients such as green tea, peppermint and bergamot to create a refreshing scent.
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  • Personal Recommendations: Unlike women, who rely on social media for product recommendations, men rely on friends and family. Thirty-five per cent of men do their research with friends and family and a further 27% receive product recommendations from their partner. The survey also found that only 11% of men search for product recommendations online.

    Capitalising on this, brands should rethink their influencer strategies and focus on fostering peer-to-peer and partner-to-partner conversations about their product. Indeed, friend-to-friend nano-influencers with a following of between 300 to 10,000 people are proving to be increasingly useful for brands. A new nano-influencer network called B-Nation has been set up in Canada to foster these brand/influencer connections. It found in a study that nano-influencers have up to 10 times more influence on buying intention in the beauty industry. L’Oreal Canada successfully deployed this strategy for its Biolage R.A.W campaign, whereby 150 nano-influencers boosted its following by 10%.
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