Inside Beauty webinar explores the surge in men’s care

As mass marketers implement strategies to spark sales in men’s grooming, DSN’s Inside Beauty will launch a webinar with social media giants and a men’s grooming brand to explore reasons for the growth.

Set to launch on Oct. 30, Capturing the Modern Male Shopper will uncover why men’s grooming is surging, identify what truly motivates men to step up their personal care game and examine the shopper journey from search to sale.

[Read more: Back-to-office means men’s grooming bonanza]

Featured speakers will include Jenny Nuttal, global category development officer at Spotify; Allison Tepley, global audience marketing team at Reddit; and Brian Jeong, CEO and cofounder of Hawthrone, an up and coming men’s personal care and grooming brand.

As we reported earlier this year, the U.S. men’s personal care market expanded by 10.7% in 2022 (versus 2021) to hit $5.5 billion, according to Mintel. Growth aside, the category remains underserved, according to Marie Driscoll, managing director of beauty and luxury for Coresight Research. The challenge  is understanding how to address men, especially since Coresight Research reveals males have different shopping habits than women. “Nearly one-third of male beauty shoppers are not using traditional channels for product discovery,” she said. 

[Read more: Men’s grooming: Is the men’s personal care category expecting a bounce this year?]

Unlike women, men are less likely, for example, to ask advice from friends, family or even professionals. They are influenced most closely by female counterparts when it comes to television, which suggests a good avenue to reach men. 

Coresight’s research also pinpoints that the mass market has an edge when it comes to men that can be further developed. “As many men have just started exploring the beauty and cosmetics market, they have a greater need to be understood than their female counterparts; however, a sense of luxury is less important to men compared to women,” Driscoll said. 

The webinar will explore some of these issues, using social media outlets to unpack the data.
To register for the webinar, click here.