PORT WASHINGTON, N.Y. — Sales of men’s skin care products are on the rise as men grow increasingly concerned with looking good from head to toe and show a willingness to invest in high-end skin care, according to recent research by market research firm the NPD Group.
On track with the sales in the men’s current retail business, men’s skin care sales increased 6% year-to-date (January through July) 2012, compared with the same time last year, generating $45.5 million. In addition, NPD found that at least seven out of 10 men are buying facial skin care products for themselves.
“The growth in men’s skin care sales echoes the strong performance in the overall prestige beauty market,” stated Karen Grant, VP and senior global industry analyst for The NPD Group. “As seen in many beauty departments, products like facial moisturizers and eye treatments can be found next to the basic bar soap and shaving cream.”
All men’s segments posted increases in dollars in the first seven months of the year, versus January through July of 2011, with four exceeding the overall category performance: Sets and kits (up 11%), body (up 14%), sun (up 27%) and hair (up 8%). Face was the only category that did not outperform the total, but captured the lion’s share of the men’s business, totaling 81% dollar share. The face segment generated $36.7 million and increased 5% year-to-date 2012.
“Many men are catching up to women with embracing the routine of a facial skin care regimen. The double-digit increase in sets and kits, which are often introductory products, is quite promising leading us to believe that more and more men are conquering the facial skin care frontier,” stated Grant.
Among the top 10 men’s sub-segments, six outperformed the category: facial moisturizers (up 7%), eye treatment (up 16%), all other body (up 13%), body cleansers (up 16%), and all other face (up 30%). For the first time in the last four years, the sub-segment of age specialist declined in both dollar (down 21%) and unit growth (down 25%).
The overall best-selling men’s skincare products for year-to-date 2012 were Clinique’s Skin Supplies for Men Face Scrub 3.4 oz., followed by Skin Supplies for Men: Lotion tube, another Clinique best seller.
“With substantial growth in a number of smaller categories, it seems that men are stepping out of their comfort zone even further to try the latest skincare innovations,” added Grant. “Men are purchasing toners and clarifiers to brightening specialists and ‘In Sun’ protection products, making it quite an interesting time for men’s grooming products.”