man’s world… According to a recent Harris Poll grooming survey, 86% of U.S. male consumers regularly use grooming products, spending on average $27 a month. Only 25% of men are “extremely” or “very concerned” with aging and 76% believe they are somewhat or very attractive. If men could look any age, on average they would look 31 years old, the Harris Poll indicated. The men’s facial skin care category has the biggest opportunity to expand, according to global information company The NPD Group’s 2015 Men’s Grooming Consumer Report. Men’s lack of interest in the facial category and perceived “problem free” skin are the leading reasons why men choose not to use facial skin care. Specifically, 42% of non-users report that they do not have any problems with their skin, and an equal percentage say they are just not interested in such products, while 17% are of the attitude that such products are for women. “The great news continues to be that the vast majority of men are into grooming, and add to it the fact that a majority are also dedicated when it comes to their hair care,” said Karen Grant, Global Beauty Industry Analyst, The NPD Group. “The proverbial white whale is the potential billion dollar opportunity in mobilizing men to adopt facial skin care.” Millennials (aged 18-34) outpace their peers in facial skin care usage and are most enthusiastic about the grooming category as a whole. Younger users seek facial products with preventative and aesthetic benefits, while older users look for those that protect and reinvigorate. Benefits including acne prevention/treatment, oil/shine control and pore minimizing are more important to Millennials, while moisturizing/hydrating, sun protection and antiaging are among the top for older facial skin care users. “What we understand and what we need to understand is different when it comes to men,” explained Grant. “Women see problems in their skin, but most men don’t. From childhood, males are taught the importance of grooming their hair but, other than cleansing, not their face. For most men, facial care is not introduced until they are already adults, and often as a problem-solution type of product.” Rather than waiting for skin problems to arise, German retailer Douglas Perfumery launched a new range of men’s grooming products for everyday. Products include Douglas Men 24H Hydro Face Cream, a moisturizing and soothing product containing pure sea water, bamboo extract, panthenol, vitamin E, arginine and shea butter. It’s quickly absorbed into the skin and provides protection against harmful environmental influences. Douglas Men 2-in-1 Hydro Energy Face Gel absorbs quickly, nourishes skin with moisture during the day and soothes after shaving. The 2-in-1 formula with nourishing avocado oil, vitamin E, panthenol and extracts of bamboo and cactus helps ensure a proper kick that improves elasticity and relieves irritation. The products come in 75mL and 50mL Magic Star airless dispensers from RPC Bramlage-Wiko. Reactiv Bodycare is a new premium skin care brand specifically developed for the athletic male who exercises regularly. The products feature a rapid absorption gel technology and are multifunctional, with broad spectrum UV screens, antibacterial and antioxidant qualities, as well as vital dermal vitamins A, C and E. The first three launch products are for facial skin care: Moisturizing Gel, Zero- Breakout Hydrating Gel and Booster Hydrating Gel. Packaging includes the Twist Up airless dispenser from RPC Bramlage-Wiko. A close shave… Only 3% of men shaved their facial hair because of changes in celebrity or fashion trends but nearly 30% of men would shave their facial hair for a significant other, according to a recent Harris Poll. Furthermore, All aspects of men’s grooming see increased innovation and sales. November 2015 Spray 15
Spray November 2015
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