Men’s Attitudes towards Haircare and Skincare – UK – September 2019
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Report Summary
“Although men are engaged in their beauty and grooming routines and show high purchase of hair and skincare products, brands and retailers are still not capitalising on male interest in these categories. Despite high interest in male brands, mass-market retailers continue to have limited availability of male-specific lines. Men turn to their peers for inspiration for their hair and skincare, suggesting that brands and retailers can do more to encourage conversation, whilst the relatively low influence of social media bloggers/vloggers highlights opportunities for brands to position themselves as the experts in men’s hair and skincare.”
– Roshida Khanom, Category Director – BPC
This report examines the following issues:
- Male brands should reassert their expertise
- Retailer engagement can take the focus from price
Table of Contents
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Overview
- What you need to know
- Products covered in this Report
- What you need to know
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Executive Summary
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- The market
- Older men continue to pose a challenge
- Clean beauty can appeal to men
- The consumer
- Men prefer male or unisex brands in haircare
- Figure 1: Usage of haircare products, May 2019
- Male-only brands are important in facial skincare
- Figure 2: Usage of facial skincare products, May 2019
- Men turn to their friends
- Figure 3: Sources of inspiration for facial/hair appearance, May 2019
- Men take purchase responsibility
- Figure 4: Purchase of hair/skincare products, May 2019
- Price is important
- Figure 5: Hair/skincare purchase influencers, May 2019
- Creatures of habit
- Figure 6: Hair/skincare behaviours, May 2019
- Scepticism towards premium brands
- Figure 7: Attitudes towards hair/skincare, May 2019
- What we think
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Issues and Insights
- Male brands should reassert their expertise
- The facts
- The implications
- Retailer engagement can take the focus from price
- The facts
- The implications
- Male brands should reassert their expertise
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The Market – What You Need to Know
- Older men continue to pose a challenge
- Men trust traditional expertise
- Younger men enjoy their beauty products
- Speedy formats could appeal to men
- Men are looking for clean and sustainable solutions
- Older men continue to pose a challenge
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Market Drivers
- Older men will continue to pose a challenge
- Figure 8: Trends in the age structure of the UK male population, 2013-23
- Reduced buying behaviours could impact men’s categories
- Figure 9: Beauty/grooming shopping habits, April 2018-April 2019
- Men value traditional experts
- Figure 10: Sources of BPC information amongst men, May 2018
- Younger men are increasingly engaged
- Figure 11: Spending longer on beauty and grooming routines in the last 12 months, by age and gender, February 2019
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- Figure 12: Ouai After Sun Body Soother, US 2019
- Time is important
- Men want ‘clean’
- Figure 13: Important factors for a beauty/grooming routine amongst men, February 2019
- Gen Z are not prioritising moisturiser
- Figure 14: Male Gen Z’s usage of beauty and grooming products, June 2019
- Older men will continue to pose a challenge
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Companies and Brands – What You Need to Know
- Haircare sees increased innovation
- Increased range extensions in haircare
- Facial skincare sees new products in 2018
- Brightening claims increase in facial skincare
- Men’s facial skincare sees declined advertising spend
- Haircare sees a rise in advertising spend
- Bulldog sees new users
- Haircare sees increased innovation
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Launch Activity and Innovation
- Haircare
- Rise in haircare NPD in 2018
- Figure 15: New product development in the men’s haircare category, by product type, January 2016-July 2019
- Personalisation trend targets men
- Figure 16: Personalised haircare, 2018
- Haircare sees more range extensions
- Figure 17: New product development in the men’s haircare category, by product type, January 2016-July 2019
- Hemp and CBD trend in haircare
- Figure 18: NPD including hemp, January-June 2018
- Antioxidant claims are on the rise
- Figure 19: Percentage point increase of top claims in the men’s haircare category in 2018, 2017-18
- Figure 20: Moisturising/hydrating launch, February 2019
- Keune Haircosmetics and L’Oréal lead NPD
- Figure 21: New product development in the men’s haircare category, by top ultimate companies and others, 2018
- Figure 22: Example of a 1922 by J.M. Keune launch, 2018
- Facial skincare
- Facial skincare continues to see NPD in 2018
- Figure 23: New product development in the men’s facial skincare category, by product type, January 2016-July 2019
- Figure 24: Boy de Chanel lip balm, 2018
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- Figure 25: Examples of anti-pollution launches, 2018
- Brightening/illuminating claims see the biggest rise
- Figure 26: Percentage point change of top claims in the men’s facial skincare category in 2018, 2017-18
- Figure 27: Examples of eyecare launches, January 2018
- Brands launch more specialised skincare in 2018
- Figure 28: New product development in the men’s facial skincare category, by top ultimate companies and others, 2018
- Figure 29: Lab Series Skincare for Men instant digital moisturiser, November 2018
- Revlon moves from hair to skin
- Figure 30: American Crew Acumen Energizing Hydrating Gel, November 2018
- Haircare
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Advertising and Marketing Activity
- Facial skincare
- Decline in advertising spend in men’s facial skincare
- Figure 31: Total recorded above-the-line, online display and direct mail advertising expenditure on men’s facial skincare, by media type, January 2016-April 2019
- Beiersdorf and L’Oréal lead advertising spend on skincare
- Figure 32: Total recorded above-the-line, online display and direct mail advertising expenditure on men’s facial skincare, by ultimate companies, 2018
- Haircare
- Haircare sees increased advertising
- Figure 33: Total recorded above-the-line, online display and direct mail advertising expenditure on men’s haircare products, by media type, January 2016-April 2019
- P&G dominates advertising spend in haircare
- Figure 34: Recorded above-the-line, online display and direct mail advertising expenditure on men’s haircare products, by ultimate company, 2018
- Nielsen Ad Intel coverage
- Facial skincare
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Brand Research
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- Brand map
- Figure 35: Attitudes towards and usage of selected brands, June 2019
- Key brand metrics
- Figure 36: Key metrics for selected brands, June 2019
- Brand attitudes: mass-market brands offer value for money
- Figure 37: Attitudes, by brand, June 2019
- Brand personality: Bulldog is fun
- Figure 38: Brand personality – Macro image, June 2019
- Kiehl’s is considered natural
- Figure 39: Brand personality – Micro image, June 2019
- Brand analysis
- L’Oréal Elvive Men scores high for trust
- Figure 40: User profile of L’Oréal Elvive Men, June 2019
- Bulldog gains new followers
- Figure 41: User profile of Bulldog, June 2019
- VO5 is trusted
- Figure 42: User profile of VO5, June 2019
- Kiehl’s is exclusive
- Figure 43: User profile of Kiehl’s, June 2019
- ManCave has low usage and trust
- Figure 44: User profile of ManCave, June 2019
- Old Spice is innovative
- Figure 45: User profile of Old Spice, June 2019
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The Consumer – What You Need to Know
- Male brands are important
- Men turn to friends/family
- Men buy their own products
- Ethical considerations are important
- Men stick to simple routines
- Scepticism of premium brands
- Offer a helping hand
- Male brands are important
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Usage of Haircare Products
- Male or unisex brands preferred in haircare
- Figure 46: Usage of haircare products, May 2019
- Male brands preferred for styling
- Male or unisex brands preferred in haircare
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Usage of Facial Skincare Products
- Male-only brands are important in skincare
- Figure 47: Usage of facial skincare products, May 2019
- Young men are involved in their skincare
- Male-only brands are important in skincare
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Sources of Inspiration
- Men are influenced by people they know
- Figure 48: Sources of inspiration for facial/hair appearance, May 2019
- TV is more influential than social media
- Figure 49: Sources of inspiration for facial/hair appearance, by age, May 2019
- Male campaigns should be more diverse
- Men are influenced by people they know
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Purchase of Hair and Skincare Products
- Men show purchase responsibility
- Figure 50: Purchase of hair/skincare products, May 2019
- Men are influenced by price
- Figure 51: Hair/skincare purchase influencers, May 2019
- Added benefits appeal to men
- Figure 52: Selected hair/skincare purchase influencers, by age, May 2019
- Men consider ethics
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- Figure 53: Selected hair/skincare purchase influencers related to ethical considerations, by age, May 2019
- Men show purchase responsibility
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Hair and Skincare Behaviours
- Creatures of habit
- Figure 54: Hair/skincare behaviours, May 2019
- Time is of the essence
- Figure 55: Agreement with using multipurpose products, by age, May 2019
- Turning to others
- Creatures of habit
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Attitudes towards Hair and Skincare
- Scepticism towards premium brands
- Figure 56: Attitudes towards hair/skincare, May 2019
- The pressure is on
- Figure 57: Agreement that men are under just as much pressure as women to maintain their appearance, by age, May 2019
- Men still want some help
- Scepticism towards premium brands
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Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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