The men’s facial skincare market has shown fluctuation in recent years, however strong growth in 2013 and incremental growth in 2014 bode well for the market, taking value sales to £96 million. Men are largely taking responsibility for their own skincare, with 67% choosing their own skincare products and 54% purchasing their own products. As such, brands with a strong heritage in male skincare have fared well in 2015.

Education is a key factor to ensure growth in this category, with the majority of men describing their skin as neutral across a number of attributes (eg when describing whether their skin is clear or acne prone, 51% describe it as neutral) and 38% of men agreeing that men’s skin does not need as much care as women’s.

Within this report we investigate men’s facial skin type, skin concerns and skincare routines as well as purchase of facial skincare products and attitudes towards skincare.

Mintel’s definition of facial skincare includes products targeted at men as follows:

• Moisturisers/treatments

• Cleansers, including scrubs, washes, wipes

• Masks

• Specialised products such as lip balms, eye care.

Bodycare products are excluded from this report but are covered in the forthcoming Mintel report Hand and Bodycare – UK, June 2015.

Please note that for the ease of market categorisation from a product and brand perspective, this report refers to premium and mass products. For the purpose of this report:

• Top-end prices and high brand status define prestige products. They are typically sold behind the counter in department stores with specialised sales assistants. An example of a prestige brand is Clinique (Estée Lauder).

• Mass products are more typically priced at the lower end of the spectrum, and are sold in self-serve formats in mass-retail outlets including supermarkets, chemists and discount stores.

Value figures throughout this report are at retail sales value (RSV) unless otherwise stated. Market sizes at constant 2014 prices are calculated using Mintel’s Personal Articles deflator.

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