Observations in Personal Care part 3: The Male Consumer

Changes in the emerging markets, shifts in global consumerism and our insatiable desire to look and feel our best makes the personal care sector a very interesting place to be. We have identified some key trends and themes that are impacting the way we’re going to buy and apply personal care products in the future.

Men are coming out of their shell, wanting to look and feel better about themselves

The macro trend for health and wellbeing has opened the door for male consumers, allowing men to be more focussed on their style and appearance than ever before. The ideals around beauty and personal care are shifting for men. Being focussed on appearance is no longer seen as only a feminine pursuit but is becoming tied into the more holistic perception of health and wellbeing.

The rulebook has been thrown out and men are feeling less pressured to start a family and settle down. In turn this means that their 20s are more relaxed and they have disposable income available to spend on indulgent items.

The men’s personal care market has grown significantly in the last 5-10 years with product ranges such as L’Oreal’s Men Expert and Nivea For Men being dominant players. Newer niche brands such as Prospector Co. in North America and Europe are using new marketing and packaging approaches to differentiate their position from the rest of the personal care market. Some of these brands are playing heavily into apothecary inspired Victoriana packaging, using history and heritage to attract the attention of male consumers. Pseudo-scientific products are giving men the affirmation of functionality by using medicalised visual codes (whiteness, simplicity and capitalised typography) in their packaging, which elevates the status of their products’ formulations and ingredients.

Featured image  credit: Prospector Co. Above image credit: The Grooming Guide

Male adoption of personal care products is at globally varying extremes. Skin whitening or skin fairing moisturisers are popular amongst men in Asia, and even lipstick for men is reported to be having a moment in India as Asian men are more likely to try new things when it comes to personal care. In the West things are changing too. Recently a UK study reported that men are becoming increasingly concerned with body image, transcending women when it comes to body image anxieties.

As men are tackling heightened sensitivity and burgeoning self-confidence issues, less focus is being placed upon need and more on experience and desire – allowing men to make themselves feel and look better.

The big question is how will brands adapt to this more sensitive and considered man in their marketing and product campaigns?

#PDDPersonalCare, @pddinnovation with your thoughts and opinions.

Read more…

Observations in Personal Care part 1: Adding Performance

Observations in Personal Care part 2: Focus on Heritage

Observations in Personal Care part 4: Adding Value