Table of Contents
Issues in the Market
-
- Key themes
- Abbreviations
Future Opportunities
-
- Extend my brand
- Spontaneity rules
Market in Brief
-
- Overcoming a lack of engagement
- Reaching men through technology
- Working men most engaged
- Price-sensitivity and the need for education
- Low adspend levels
- Advice and assistance
- Seven in ten have skin insecurities
- Anticipating skin problems
- Less inclined to identify their skin or hair type
- Unconvinced by claims
Internal Market Environment
-
- Key points
- Men’s and women’s hair and skin concerns
-
- Figure 1: Description of hair/skin, by gender, 2009
- Hair concerns
-
- Figure 2: Hair conditions prone to, by gender, 2009
- Attitudes towards appearance
-
- Figure 3: Trends in men’s attitudes towards personal appearance, 2005-09
- Men’s media
-
- Figure 4: UK retail sales of men’s magazines, by volume and value, 2005-10
Broader Market Environment
-
- Key points
- Demographic trends
-
- Figure 5: Trends in the age structure of the UK male population, 2005-15
- Marital status and effects on purchasing
-
- Figure 6: Marital status of men in the UK, profile, by age, 2009
- The impact of employment
-
- Figure 7: Employment and unemployment among men, 2005-15
Male Appearance Concerns
-
- Key points
- General appearance concerns
-
- Figure 8: Appearance concerns amongst men, March 2010
- Four in ten men have three or more appearance concerns
-
- Figure 9: Number of appearance concerns amongst men, March 2010
- Skincare concerns
-
- Figure 10: Skin concerns amongst men, March 2010
- Worriers could inspire innovation
- Number of skincare concerns
-
- Figure 11: Number of skin concerns amongst men, March 2010
- Launches out of step with men’s concerns
-
- Figure 12: Comparison of the skincare concerns men have, and the proportion of men’s grooming launches (Jan-July 2010) that specifically address these concerns, 2010
Credibility of Product Claims Amongst Men
-
- Key points
- Influence of product claims
-
- Figure 13: Attitudes towards beauty and personal care products and the claims they make, March 2010
- The importance of a good education
- Claims are unconvincing
- Skincare
-
- Figure 14: Belief in claims made, by skincare products, March 2010
- Cosmetic claims less credible
- Doubting Toms
-
- Figure 15: Percentage point difference between the claims of skincare products that men are more likely to disbelieve than believe, by skincare products, March 2010
-
- Figure 16: Number of claims made, by skincare products, by credibility, March 2010
- Haircare
-
- Figure 17: Belief in claims made, by haircare products, March 2010
Men’s Buying Habits in the Last Six Months
-
- Key points
- Skincare
-
- Figure 18: Skincare buying habits in the past six months, March 2010
- Haircare
-
- Figure 19: Haircare buying habits in the past six months, March 2010
- Attitudes towards buying products
-
- Figure 20: Attitudes towards buying beauty and personal care products, March 2010
- Counter-intuitive
- Functional approach
Use of Beauty, Health and Wellbeing Treatments Amongst Men
-
- Key points
-
- Figure 21: Male experience of beauty, health and wellbeing treatments, March 2010
- Target groups
-
- Figure 22: Consumer target groups for men’s grooming products, March 2010
- The Unengaged (45%)
- Who are they?
- The Experimenters (28%)
- Who are they?
- Last Resorters (16%)
- Who are they?
- Disinterested (11%)
- Who are they?
Appendix – Internal Market Environment
-
-
- Figure 23: Conditions men are prone to, by demographics, 2009
- Figure 24: Men’s attitudes towards personal appearance, by demographics, 2009
-
- Figure 25: Men’s attitudes towards personal appearance, by demographics, 2009
-
Appendix – Male Appearance Concerns
-
- Male concerns
-
- Figure 26: Appearance concerns amongst men, by demographics, March 2010
- Don’t have, but concerned about
-
- Figure 27: Appearance concerns amongst men, by demographics, March 2010
- Number of appearance concerns
- Male concerns
-
- Figure 28: Number of appearance concerns amongst men, by demographics, March 2010
- Don’t have, but concerned about
-
- Figure 29: Number of appearance concerns don’t have but concerned about amongst men, by demographics, March 2010
- Skincare concerns
- Have
-
- Figure 30: Skin concerns amongst men, by demographics, March 2010
- Figure 31: Skin concerns amongst men, by demographics, March 2010
- Don’t have, but concerned about
-
- Figure 32: Skin concerns amongst men, by demographics, March 2010
- Figure 33: Skin concerns amongst men, by demographics, March 2010
- Number of skincare concerns
-
- Figure 34: Number of skin concerns amongst men, by demographics, March 2010
- Don’t have, but concerned about
-
- Figure 35: Number of skin concerns don’t have but concerned amongst men, by demographics, March 2010
Appendix – Credibility of Product Claims Amongst Men
-
- Skincare
-
- Figure 36: Belief in claims made by skincare products by number of skin concerns amongst men, March 2010
- Figure 37: Number of skin concerns amongst men, by number of claims made by skincare products that men find credible, March 2010
-
- Figure 38: Number of claims made by skincare products that men find credible, by number of skin concerns amongst men, March 2010
- Believe
-
- Figure 39: Belief in claims made by skincare products, by demographics, March 2010
- Figure 40: Belief in claims made by skincare products, by demographics, March 2010
-
- Figure 41: Belief in claims made by skincare products, by demographics, March 2010
- Credibility by hair care concerns
-
- Figure 42: Belief in claims made by hair care products, by selected hair care concerns, March 2010
- Number of claims that men find credible – skincare
-
- Figure 43: Number of claims made by skincare products that men find credible, by demographics, March 2010
- Disbelieve
-
- Figure 44: Disbelief in claims made by skincare products, by demographics, March 2010
- Figure 45: Disbelief in claims made by skincare products, by demographics, March 2010
-
- Figure 46: Disbelief in claims made by skincare products, by demographics, March 2010
- Number of claims that lack credibility – skincare
-
- Figure 47: Number of claims made by skincare products that lack credibility, by demographics, March 2010
- Hair concerns
-
- Figure 48: Belief in claims made by hair care products, by selected hair care concerns, March 2010
- Figure 49: Hair concerns amongst men, by demographics, March 2010
- Belief in hair care product claims
-
- Figure 50: Belief in claims made by hair care products, by demographics, March 2010
- Figure 51: Belief in claims made by hair care products, by demographics, March 2010
- Fragrance buying habits
-
- Figure 52: Fragrance buying habits in the past six months, by demographics, March 2010
- Figure 53: Fragrance buying habits in the past six months, by demographics, March 2010
-
- Figure 54: Fragrance buying habits in the past six months, by demographics, March 2010
- Attitudes towards beauty and personal care claims
-
- Figure 55: Most popular attitudes towards claims made by beauty and personal care products, by demographics, March 2010
- Figure 56: Next most popular attitudes towards claims made by skincare products, by demographics, March 2010
Appendix – Men’s Buying Habits in the Last Six Months
-
- Skincare
-
- Figure 57: Skincare buying habits in the past six months, by demographics, March 2010
- Figure 58: Skincare products that men have not used in the past six months, by demographics, March 2010
-
- Figure 59: Further skincare products that men have not used in the past six months, by demographics, March 2010
- Hair care
-
- Figure 60: Hair care buying habits in the past six months, by demographics, March 2010
- Figure 61: Hair care buying habits in the past six months, by demographics, March 2010
- Attitudes towards buying products
-
- Figure 62: Most popular attitudes towards buying beauty and personal care products, by demographics, March 2010
- Figure 63: Next most popular attitudes towards buying beauty and personal care products, by demographics, March 2010
Appendix – Use of Beauty, Health and Wellbeing Treatments Amongst Men
-
- Use
-
- Figure 64: Male experience of beauty, health and wellbeing treatments, by demographics, March 2010
- Would consider using
-
- Figure 65: Beauty, health and wellbeing treatments men would consider using, by demographics, March 2010
- Figure 66: Further beauty, health and wellbeing treatments men would consider using, by demographics, March 2010
-
- Figure 67: Other beauty, health and wellbeing treatments men would consider using, by demographics, March 2010
- Wouldn’t consider using
-
- Figure 68: Beauty, health and wellbeing treatments men would not consider using, by demographics, March 2010
- Figure 69: Further beauty, health and wellbeing treatments men would not consider using by demographics, March 2010
-
- Figure 70: Other beauty, health and wellbeing treatments men would not consider using, by demographics, March 2010
- Target groups
-
- Figure 71: Attitudes towards claims made by skincare products by target groups, March 2010
- Figure 72: Men who have skin concerns, by target groups, March 2010
- Figure 73: Men who have appearance concerns, by target groups, March 2010
-
- Figure 74: Belief in claims made by skincare products, by target groups, March 2010
- Figure 75: Belief in claims made by hair care products, by target groups, March 2010
-
- Figure 76: Attitudes towards buying beauty and personal care products, by target groups, March 2010
- Figure 77: Male experience of beauty, health and wellbeing treatments, by target groups, March 2010
-
- Figure 78: Target groups, by demographics, March 2010
Back to top