Table of Contents
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
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- Figure 1: Usage of haircare products, May 2019
- Male-only brands are important in facial skincare
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- Figure 2: Usage of facial skincare products, May 2019
- Men turn to their friends
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- Figure 3: Sources of inspiration for facial/hair appearance, May 2019
- Men take purchase responsibility
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- Figure 4: Purchase of hair/skincare products, May 2019
- Price is important
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- Figure 5: Hair/skincare purchase influencers, May 2019
- Creatures of habit
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- Figure 6: Hair/skincare behaviours, May 2019
- Scepticism towards premium brands
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- Figure 7: Attitudes towards hair/skincare, May 2019
- What we think
Issues and Insights
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- Male brands should reassert their expertise
- The facts
- The implications
- Retailer engagement can take the focus from price
- The facts
- The implications
The Market – What You Need to Know
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- 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
Market Drivers
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- Older men will continue to pose a challenge
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- Figure 8: Trends in the age structure of the UK male population, 2013-23
- Reduced buying behaviours could impact men’s categories
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- Figure 9: Beauty/grooming shopping habits, April 2018-April 2019
- Men value traditional experts
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- Figure 10: Sources of BPC information amongst men, May 2018
- Younger men are increasingly engaged
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- 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’
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- Figure 13: Important factors for a beauty/grooming routine amongst men, February 2019
- Gen Z are not prioritising moisturiser
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- Figure 14: Male Gen Z’s usage of beauty and grooming products, June 2019
Companies and Brands – What You Need to Know
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- 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
Launch Activity and Innovation
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- Haircare
- Rise in haircare NPD in 2018
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- Figure 15: New product development in the men’s haircare category, by product type, January 2016-July 2019
- Personalisation trend targets men
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- Figure 16: Personalised haircare, 2018
- Haircare sees more range extensions
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- Figure 17: New product development in the men’s haircare category, by product type, January 2016-July 2019
- Hemp and CBD trend in haircare
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- Figure 18: NPD including hemp, January-June 2018
- Antioxidant claims are on the rise
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 30: American Crew Acumen Energizing Hydrating Gel, November 2018
Advertising and Marketing Activity
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- Facial skincare
- Decline in advertising spend in men’s facial skincare
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- 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
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- 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
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- 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
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- 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
Brand Research
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- Brand map
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- Figure 35: Attitudes towards and usage of selected brands, June 2019
- Key brand metrics
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- Figure 36: Key metrics for selected brands, June 2019
- Brand attitudes: mass-market brands offer value for money
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- Figure 37: Attitudes, by brand, June 2019
- Brand personality: Bulldog is fun
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- Figure 38: Brand personality – Macro image, June 2019
- Kiehl’s is considered natural
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- Figure 39: Brand personality – Micro image, June 2019
- Brand analysis
- L’Oréal Elvive Men scores high for trust
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- Figure 40: User profile of L’Oréal Elvive Men, June 2019
- Bulldog gains new followers
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- Figure 41: User profile of Bulldog, June 2019
- VO5 is trusted
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- Figure 42: User profile of VO5, June 2019
- Kiehl’s is exclusive
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- Figure 43: User profile of Kiehl’s, June 2019
- ManCave has low usage and trust
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- Figure 44: User profile of ManCave, June 2019
- Old Spice is innovative
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- Figure 45: User profile of Old Spice, June 2019
The Consumer – What You Need to Know
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- 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
Usage of Haircare Products
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- Male or unisex brands preferred in haircare
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- Figure 46: Usage of haircare products, May 2019
- Male brands preferred for styling
Usage of Facial Skincare Products
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- Male-only brands are important in skincare
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- Figure 47: Usage of facial skincare products, May 2019
- Young men are involved in their skincare
Sources of Inspiration
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- Men are influenced by people they know
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- Figure 48: Sources of inspiration for facial/hair appearance, May 2019
- TV is more influential than social media
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- Figure 49: Sources of inspiration for facial/hair appearance, by age, May 2019
- Male campaigns should be more diverse
Purchase of Hair and Skincare Products
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- Men show purchase responsibility
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- Figure 50: Purchase of hair/skincare products, May 2019
- Men are influenced by price
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- Figure 51: Hair/skincare purchase influencers, May 2019
- Added benefits appeal to men
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- 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
Hair and Skincare Behaviours
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- Creatures of habit
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- Figure 54: Hair/skincare behaviours, May 2019
- Time is of the essence
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- Figure 55: Agreement with using multipurpose products, by age, May 2019
- Turning to others
Attitudes towards Hair and Skincare
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- Scepticism towards premium brands
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- Figure 56: Attitudes towards hair/skincare, May 2019
- The pressure is on
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- 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
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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