There is a significant opportunity in facial skin care for men, according to a recent study by market research firm NPD Group. The challenge, however, is getting him engaged.
According to the new “Men’s Grooming Consumer Report” conducted by NPD Group, more than 9-in-10 men (ages 18 years and older) are using some sort of grooming product today, which can include facial and body skin care, shaving, hair care and fragrance. However, only one-quarter of men are currently using facial skin care products, such as facial cleansers and moisturizers, lip and eye products, and anti-aging treatments.
The men’s facial skin care market has grown 11% in dollar sales in 2011, compared with 2010, according to NPD.
When looking at those men using facial skin care, more than one-third (37%) reported using facial cleansers (excluding bar soap) and facial lotions/moisturizers. Three-in-10 (30%) were cited using lip products, and more than one-fourth (26%) are using acne treatment products. Even within facial skin care, men purchase the more commonly used products that target basic cleaning and moisturizing, while those that offer more specialized benefits, such as treating acne and preventing or diminishing the signs of aging, are less likely to used by men.
The majority of men — 75% of men ages 18 years and older — are not currently using facial skin care products, NPD noted. The reason is because men tend to believe that there’s no need for such products unless they are fighting a specific issue, such as acne. The key is to make him aware that there’s an underlying need that should be addressed.
“Once men know they have a need to fill, their problem-solution orientation will fuel their desire to find products to alleviate their grooming challenges. They also have to unlearn the idea that the body skin care product they use, such as bar soap and body lotion, works just as well for facial skin. And, while men of all ages present an opportunity, need-based opportunities seem to be most pronounced with black and Hispanic men, as well as younger men ages 18 to 34 years. To create life-long users, marketers will not only need to build awareness of the benefits that products offer but also show that these products can be seamlessly incorporated into his grooming routine,” stated Karen Grant, VP and senior global industry analyst for NPD Group.
The article above is part of the DSN Category Review Series. For the complete Men's Grooming Sell-Through Report, including extensive charts, data and more analysis, click here.