Table of Contents
Executive Summary
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- A market in need of stable growth
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- Figure 1: Best- and worst-case forecast for UK retail sales of men’s facial skincare, 2009-19
- Improving financial situations could boost the market
- Innovation remains steady
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- Figure 2: New launches in the UK men’s facial skincare market, branded vs own-label, January 2012 – February 2015
- Anti-ageing sees a rise
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- Figure 3: Top 10 positioning claims for new product launches in the UK men’s facial skincare market, 2014
- Men don’t know the skin they’re in
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- Figure 4: Men’s facial skin type, March 2015
- Young men are using soap and facial cleanser
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- Figure 5: Facial skincare products used, March 2015
- What we think
Issues and Insights
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- Men don’t know their own skin
- The facts
- The implications
- Men want male expertise
- The facts
- The implications
- Anti-ageing products: Prevention rather than cure
- The facts
- The implications
- Growing urbanisation offers opportunities
- The facts
- The implications
Market Drivers
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- Key points
- Rise in young professionals with decline in teenagers
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- Figure 6: Trends in the age structure of the UK male population, 2009-19
- Rise in employment boosting the market
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- Figure 7: Employment and unemployment, by men, 2009-19
- Greater disposable income could bode well for prestige
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- Figure 8: Trends in current financial situation compared a year ago, March 2012-March 2015
- Rise of the ‘spornosexual’
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- Figure 9: Young men’s usage of self-tanning products in the past 12 months, August 2014
- Inside-out beauty
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- Figure 10: Retail value sales of vitamins and supplements, by segment, 2012/13 and 2013/14
Who’s Innovating?
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- Key points
- Innovation remains steady
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- Figure 11: New launches in the UK men’s facial skincare market, branded vs own-label, January 2012 – February 2015
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- Figure 12: Examples of facial skincare launches for men from direct selling brands, January 2014-March 2015
- Anti-ageing sees a rise
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- Figure 13: Top 10 positioning claims for new product launches in the UK men’s facial skincare market, 2014
- Figure 14: Examples of premium anti-ageing facial skincare launches for men, 2014
- Rise in ‘protecting against the elements’ claims despite low interest
- Estée Lauder focuses on education
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- Figure 15: New product launches in the UK men’s facial skincare market, by top 5 ultimate companies and other, 2014
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- Figure 16: Examples of facial skincare launches for men from Estée Lauder subsidiaries, 2014
- L’Oréal relaunches Men Expert
Market Size and Forecast
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- Key points
- A market with historically unstable growth
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- Figure 17: UK retail value sales of men’s facial skincare, at current and constant 2013 prices, 2009-19
- Slow growth predicted
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- Figure 18: Best- and worst-case forecast for UK retail sales of men’s facial skincare, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Prestige shows strong growth…
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- Figure 19: UK retail value sales of men’s facial skincare, by category, 2013-14
- …whilst the mass market declines
Market Share
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- Key points
- Brands offering both male and female skincare show decline
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- Figure 20: UK retail value sales of men’s mass market facial skincare, by brand, March 2014-March 2015
- Male-specific mass market brands fare well
Companies and Products
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- L’Oréal
- Background and structure
- Strategy and financial performance
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- Figure 21: L’Oréal (UK) Ltd financial performance, 2012-13
- Product range and innovation
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- Figure 22: Examples of new product launches by L’Oréal and its subsidiaries in the men’s facial skincare market, January 2014-March 2015
- Marketing and advertising
- Beiersdorf
- Background and structure
- Strategy and financial performance
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- Figure 23: Beiersdorf UK Limited financial performance, 2012 and 2013
- Product range and innovation
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- Figure 24: Examples of new product launches under the Nivea Men brand in the men’s facial skincare market, January 2014-March 2015
- Marketing and advertising
- Estée Lauder
- Background and structure
- Strategy and financial performance
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- Figure 25: Estée Lauder Cosmetics Limited financial performance, 2013-14
- Product range and innovation
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- Figure 26: Examples of new product launches by Estée Lauder subsidiaries in the men’s facial skincare market, January 2014-March 2015
- Marketing and advertising
- Cowshed
- Background and structure
- Strategy and financial performance
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- Figure 27: Cowshed Products Limited financial performance, 2012-13
- Product range and innovation
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- Figure 28: Examples of new product launches by Cowshed in the men’s facial skincare market, January 2014 – March 2015
- Marketing and advertising
Brand Communication and Promotion
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- Key points
- Advertising spend shows fluctuation
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- Figure 29: Main monitored media advertising spend on men’s facial skincare, January 2012-March 2015
- NIVEA leads advertising spend
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- Figure 30: Main monitored media advertising spend on men’s facial skincare, by company, 2014
- Kiehl’s relies on word of mouth
- Education is behind Estée Lauder campaigns
Brand Research
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- Key points
- Brand map
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- Figure 31: Attitudes towards and usage of selected brands, March 2015
- Key brand metrics
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- Figure 32: Key metrics for selected brands, March 2015
- Brand attitudes: Tom Ford’s designer proposition assists premium image
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- Figure 33: Attitudes, by brand, March 2015
- Brand personality: Location and price likely to boost accessibility of NIVEA Men and Dove Men+Care
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- Figure 34: Brand personality – Macro image, March 2015
- L’Oréal Paris Men Expert, Clinique for Men and Tom Ford have an advantage when it comes to glamour and indulgence
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- Figure 35: Brand personality – Micro image, March 2015
- Brand analysis
- NIVEA Men boasts advantage across different metrics
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- Figure 36: User profile of NIVEA Men, March 2015
- Dove Men+Care has slight advantage in perception of caring
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- Figure 37: User profile of Dove Men+Care, March 2015
- L’Oréal Paris Men Expert is seen as more glamorous than mainstream competitors, but lacks the same proportion of trust
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- Figure 38: User profile of L’Oréal Paris Men Expert, March 2015
- Clinique for Men has a glamorous and indulgent brand image
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- Figure 39: User profile of Clinique for Men, March 2015
- Bulldog has strong youthful and quirky associations
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- Figure 40: User profile of Bulldog, March 2015
- Tom Ford has an exclusive image through designer credentials
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- Figure 41: Demographic breakdown of who is aware of Tom Ford, March 2015
- Jack Black lacks strength of image compared to other brands
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- Figure 42: Demographic breakdown of who is aware of Jack Black, March 2015
Channels to Market
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- Key points
- Multiple grocers and online channels show strong growth
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- Figure 43: UK retail value sales of men’s facial skincare, by outlet type, 2013-14
The Consumer – Skin Type
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- Key points
- Men don’t know the skin they’re in
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- Figure 44: Men’s facial skin type, March 2015
- Young men have oily skin
The Consumer – Skin Concerns
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- Key points
- Two in five men are not concerned about their skin
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- Figure 45: Facial skin concerns, March 2015
- Skin types drive concern
- The beard effect
- Younger men have a greater range of concerns
The Consumer – Facial Skincare Products Used
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- Key points
- Soap is the most popular product
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- Figure 46: Facial skincare products used, March 2015
- Are men using soap and facial cleanser?
- Cost is likely driving down usage
- Facial moisturiser has high usage
- Prevention rather than cure
- Range of products used driven by cost and concerns
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- Figure 47: Repertoire of facial skincare products used, March 2015
The Consumer – Trends in Usage
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- Key points
- Urbanisation may be driving up usage
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- Figure 48: Trends in skincare products used, March 2015
- Young men using more products
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- Figure 49: Trends in skincare products used (those using more product than a year ago), by age, March 2015
The Consumer – Skincare Routines
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- Key points
- Married men rely more on their partners
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- Figure 50: Men’s skincare routines, March 2015
- Older men have simple routines
- Dads care about their skin
- A third of men do research
The Consumer – Purchase of Facial Skincare Products
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- Key points
- More than half of men purchase their own products
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- Figure 51: Purchase of facial skincare products, March 2015
- Brand name is the most important factor
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- Figure 52: Factors influencing purchase of facial skincare products, March 2015
- Scientific claims and recommendations are low influencers
The Consumer – Attitudes towards Facial Skincare
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- Key points
- Majority of men do not see value in facial skincare
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- Figure 53: Attitudes towards facial skincare, March 2015
- Beauty through health
- Short-term effort for long-term results
- Men’s skin is different
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