Table of Contents
Executive Summary
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- The market
- Growth slows in 2015
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- Figure 1: Best- and worst-case forecast for UK retail value sales of men’s facial skincare, 2010-20
- Companies and brands
- NPD remains lower than previous years
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- Figure 2: New product launches in the men’s facial skincare market, by launch type, 2013-16
- Beard products continue to innovate
- The consumer
- Male moisturiser the hero product
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- Figure 3: Men’s brand preferences of facial skincare products, February 2016
- Trial influencers are linked to confidence boosting
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- Figure 4: Reasons for first using male skincare products, February 2016
- Comparing to women’s skin
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- Figure 5: Attitudes towards facial skin, February 2016
- Spots are worse than wrinkles
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- Figure 6: Attitudes towards own facial skin, February 2016
- A non-essential category?
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- Figure 7: Reasons for not using facial skincare products, February 2016
- What we think
Issues and Insights
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- Expanding the male facial skincare routine
- The facts
- The implications
- Impact of the beard trend
- The facts
- The implications
The Market – What You Need to Know
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- Growth slows in 2015
- Prestige market boosted by niche brands
- Strength of department stores
- Older men not interested in skincare
- The selfie effect
- Diversifying the male personal care market
Market Size and Forecast
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- Growth slows in 2015
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- Figure 8: UK retail value sales of men’s facial skincare products, at current and constant prices, 2010-20
- Future growth set to continue at reduced pace
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- Figure 9: Best- and worst-case forecast for UK retail value sales of men’s facial skincare, 2010-20
Market Segmentation
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- Mass market declines with savvy shopping
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- Figure 10: UK retail value sales of men’s facial skincare products, mass market vs prestige, 2014 and 2015
- Prestige market boosted by niche brands
Channels to Market
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- Discount retailers restrict value sales
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- Figure 11: UK retail value sales of men’s facial skincare products, by retail channel, 2014 and 2015
- Strength of department stores
Market Drivers
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- Older men not interested in skincare
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- Figure 12: Trends in the age structure of the male population, 2010-20
- Changing employment opportunities
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- Figure 13: Employment status of men, 2010-20
- The selfie effect
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- Figure 14: Men’s social media activities, April 2015
- Diet known to impact appearance of skin
- New legislation to force product reformulation
- Diversifying the male personal care market
- Lack of advice
Key Players – What You Need to Know
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- Bulldog sees strongest sales performance
- NPD remains lower than previous years
- Beard products continue to innovate
- Bigger focus on ingredients
- 2016 about the lips and eyes
- Moisturiser the focus of adverts
- NIVEA Men remains the standout brand
- Accessibility is key
Market Share
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- Close competition for market leader continues
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- Figure 15: Brand shares in UK mass-market men’s facial skincare category, years ending January 2015 and 2016
- Bulldog see strongest sales performance
Launch Activity and Innovation
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- NPD remains lower than previous years
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- Figure 16: New product launches in the men’s facial skincare market, by launch type, 2013-16
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- Figure 17: Examples of men’s facial skincare products for beard care and maintenance, 2015
- Dietary claims in skincare
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- Figure 18: Fastest-growing product positioning claims in the men’s facial skincare market, 2014-15
- Figure 19: Examples of male facial skincare products featuring vegan and no animal ingredients product positioning claims, 2015
- Bigger focus on ingredients
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- Figure 20: Examples of male facial skincare products for skin disorders, 2015
- Superdrug expands men’s offering
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- Figure 21: Product launches in the men’s facial skincare market, by top five ultimate companies, 2015
- Barbershop-inspired launches
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- Figure 22: Product examples of product launches inspired by traditional barbershops, 2015
- 2016 about the lips and eyes
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- Figure 23: Men’s eye and lip facial skincare product launches, 2016
Advertising and Marketing Activity
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- Above-the-line advertising spend in decline
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- Figure 24: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, 2013-16
- NIVEA Men uses football stars
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- Figure 25: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, by company, 2013-16
- Moisturiser the focus of adverts
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- Figure 26: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, by product type, 2014 and 2015
- Social media replacing paid-for internet advertising
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- Figure 27: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, by media type, 2015
- Figure 28: Facebook promotion of L’Oréal Men Expert Hydra Energetics, 2016
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 29: Attitudes towards and usage of selected brands, February 2016
- Key brand metrics
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- Figure 30: Key metrics for selected brands, February 2016
- Brand attitudes: NIVEA Men perceived as the best all-rounder
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- Figure 31: Attitudes, by brand, February 2016
- Brand personality: Premium positioning of Lab Series and Kiehl’s underpins connotations of exclusivity
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- Figure 32: Brand personality – Macro image, February 2016
- Bulldog’s youthful and quirky image could be an advantage when targeting younger men
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- Figure 33: Brand personality – Micro image, February 2016
- Brand analysis
- NIVEA Men benefits from broadly positive image
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- Figure 34: User profile of NIVEA Men, February 2016
- Bulldog has more youthful image than NIVEA Men, but lacks the same level of appeal
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- Figure 35: User profile of Bulldog, February 2016
- Kiehl’s premium image comes at a price
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- Figure 36: User profile of Kiehl’s, February 2016
- ManCave struggles to find its niche
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- Figure 37: User profile of ManCave, February 2016
- Lab Series evokes more negative responses
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- Figure 38: User profile of Lab Series, February 2016
The Consumer – What You Need to Know
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- Male moisturiser: The hero product
- Unisex products dominate in emerging lip segment
- Older men disengaged
- Trial influencers are linked to confidence boosting
- Younger audiences led by friends
- Shaving an integral part of the moisturising routine
- Keeping skin hydrated
- Spots are worse than wrinkles
- A non-essential category?
Product Usage
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- Male moisturiser: The hero product
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- Figure 39: Men’s brand preferences of facial skincare products, February 2016
- Unisex products dominate in emerging lip segment
- Older men disengaged
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- Figure 40: Men’s usage of facial skincare products, by age, February 2016
- Cleanser seen as an anti-blemish product
Reasons for Trial
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- Trial influencers are linked to confidence boosting
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- Figure 41: Reasons for first using male skincare products, February 2016
- Younger audiences led by friends
- Other reasons focus on cleanliness
Attitudes towards Using Moisturiser
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- Shaving an integral part of the moisturising routine
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- Figure 42: Attitudes towards moisturiser usage, February 2016
- Men are brand-loyal
- Trading up to an added-benefit moisturiser
Attitudes towards Skin
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- Comparing to women’s skin
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- Figure 43: Attitudes towards facial skin, February 2016
- Keeping skin hydrated
- Spots thought of as worse than wrinkles
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- Figure 44: Attitudes towards own facial skin, February 2016
Barriers to Usage
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- Thought of as non-essential
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- Figure 45: Reasons for not using facial skincare products, February 2016
- Anti-pollution can be a draw
- Increasing divorce amongst seniors may see men take interest
- They could work
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – The Market
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- Forecast methodology
Appendix – Companies and Brands
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- Figure 46: New product launches in the men’s facial skincare market, by sub-category, 2013-16
- Figure 47: New product launches in the men’s facial skincare market, by product price point, 2013-16
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