What you need to know

The male facial skincare market was considered buoyant in 2013, following a host of innovation and men moving towards a more elaborate grooming routine. However, two years on, the market shows signs of stalling, posting only 1.3% annual growth in 2015 to £104 million. Recruitment has not expanded significantly, and existing users in the category have not widened their product repertoires, challenging sales in the market.

As fashion remains skewed towards facial hair, the market is further tested by a reduction in usage occasions, as the majority of men apply products post-shave. Product innovation in the beard care market can go some way to returning sales growth; however, this must be matched with marketing to convince men of the need to use specifically designed facial care products and not alternatives such as shower gel.

Products covered in this Report

Mintel’s definition of facial skincare includes the following types of products targeted exclusively at men:

  • Moisturisers/treatments

  • Cleansers, including scrubs, washes, wipes

  • Masks

  • Specialised products such as lip balms, eyecare.

Bodycare products are excluded from this Report but are covered in the forthcoming Mintel Report Deodorants and Bodycare – UK, June 2016.

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.

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.

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