June 2, 2008
British Men Less Interested in Grooming
By Bernice Hurst, Managing Partner, Fine Food Network
Mintel’s recent survey of men and their skincare purchases has revealed that only 35 percent of those in Britain believe it is important to remain young-looking. This compares to 55 percent of men in Spain and France.
Overall,
45 percent of men under 65 in the U.K. who were questioned agreed that using
skincare products was acceptable. Of those over 65, only 17 percent agreed.
Alexandra Richmond, senior beauty analyst at Mintel, believes that age is
an important consideration. Three-quarters (77 percent) of those over 65
still use bars of soap, compared to fewer than half (48 percent) of the 16
to 24 year olds. Similarly, talcum powder is still very popular with 20 percent
of men over 65 using it, compared to just seven percent of younger men. On
the other hand, just one percent of over 65s use facial scrubs compared to
17 percent of their younger counterparts. An ageing population and the reluctance
of older men to try new products have also contributed to disappointing sales
levels.
Ms. Richmond explained that “men are clearly creatures of habit and
they hold onto their skincare regime. Manufacturers need to focus on simple
old-fashioned products that appeal to the growing number of older men. But
if men’s skincare is really going to succeed, they will also need to target
teenagers with more advanced products that they will then continue to use
throughout their adult life.”
Although sales of male skincare products have
quadrupled in the past five years, the average man spends just £2.38 a year
looking after his skin, the report showed. It also appears that the male
skincare market is “worth less than a tenth” of what women spent on skincare
in 2007. The biggest share of the men’s toiletries market comes from purchases
of aftershave.
Discussion questions: What do you think of the potential for the men’s grooming category? In what ways is marketing and merchandising men’s grooming products similar to women’s beauty products? In what ways is it different?
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It is going to be one to two generations before we see men really take to the men’s grooming category. Men 60+, for the most part, are simply not interested in trying to look younger, because it is not what their fathers did. Men 38+ are starting to treat themselves to facials and skin treatments, but it is seen as a special occasion.
The Gen X and Gen Y crowd are different. They think nothing of using skin moisturizers to keep themselves looking great, and when using these products they are not mocked by their friends. As they get older, and their spending power grows, you will see the Men’s grooming market take off. That being said, it will take awhile before you will see a UK bloke putting skin moisturizer on while in the pub!
I would have to understand how much marketing effort has been targeted to men’s grooming and youthful appearance in the UK vs. Spain and France to understand this dynamic. I doubt that English men have less interest in their appearance than men in other nations.
The UK has traditionally been a fashion leader for men’s suits and fine clothes, so one would believe men care about and will spend on their appearance. This may be a marketplace where advertising and savvy marketing will drive a strong acceptance and growth category. The US had great response when they took a targeted marketing approach to the men’s grooming and youthful appearance categories, so one would believe the UK would respond in a similar way.
What male role models use skin care products? Where would Aston Martin be today without James Bond? And forget sports figure endorsements. Their impact has trouble breaking through the noise level of all other paid advertising.
Men shave their faces nearly every day. That’s far more extreme skin care than what women practice, and it’s why most men don’t need much else. The conditioners in shaving products are every bit as good as the stuff women ladle on.
What happened to the metrosexual? You don’t hear much about this segment any more. There will continue to be a male target that will be interested in an expanding array of grooming products. The diversity of the U.S. male population will also drive some of this opportunity. Latino men may be more interested in some grooming products for example and may differ in some respects than their Anglo male counterparts.
In terms of differentiating the male grooming market from female beauty products, that is night and day. Men view and will continue to view these rituals as optional, whereas women are conditioned to accept the beauty category as a non-negotiable part of her every day life. With men, it will be a growing acceptance that will move the needle. This is coming with younger generations and with cultural diversity. With women, the acceptance stage is long over. Now it’s about line extensions and brand selection.
I don’t know the numbers, but I would expect the category to be much stronger among “boomers” in the U.S., and have a very high upside going forward. Judging by the number of boys in my son’s middle school obsessed with AXE body spray and hair care products, it won’t be long before men catch up to women in the skin/body care category.
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It is going to be one to two generations before we see men really take to the men’s grooming category. Men 60+, for the most part, are simply not interested in trying to look younger, because it is not what their fathers did. Men 38+ are starting to treat themselves to facials and skin treatments, but it is seen as a special occasion.
The Gen X and Gen Y crowd are different. They think nothing of using skin moisturizers to keep themselves looking great, and when using these products they are not mocked by their friends. As they get older, and their spending power grows, you will see the Men’s grooming market take off. That being said, it will take awhile before you will see a UK bloke putting skin moisturizer on while in the pub!
I would have to understand how much marketing effort has been targeted to men’s grooming and youthful appearance in the UK vs. Spain and France to understand this dynamic. I doubt that English men have less interest in their appearance than men in other nations.
The UK has traditionally been a fashion leader for men’s suits and fine clothes, so one would believe men care about and will spend on their appearance. This may be a marketplace where advertising and savvy marketing will drive a strong acceptance and growth category. The US had great response when they took a targeted marketing approach to the men’s grooming and youthful appearance categories, so one would believe the UK would respond in a similar way.
What male role models use skin care products? Where would Aston Martin be today without James Bond? And forget sports figure endorsements. Their impact has trouble breaking through the noise level of all other paid advertising.
Men shave their faces nearly every day. That’s far more extreme skin care than what women practice, and it’s why most men don’t need much else. The conditioners in shaving products are every bit as good as the stuff women ladle on.
What happened to the metrosexual? You don’t hear much about this segment any more. There will continue to be a male target that will be interested in an expanding array of grooming products. The diversity of the U.S. male population will also drive some of this opportunity. Latino men may be more interested in some grooming products for example and may differ in some respects than their Anglo male counterparts.
In terms of differentiating the male grooming market from female beauty products, that is night and day. Men view and will continue to view these rituals as optional, whereas women are conditioned to accept the beauty category as a non-negotiable part of her every day life. With men, it will be a growing acceptance that will move the needle. This is coming with younger generations and with cultural diversity. With women, the acceptance stage is long over. Now it’s about line extensions and brand selection.
I don’t know the numbers, but I would expect the category to be much stronger among “boomers” in the U.S., and have a very high upside going forward. Judging by the number of boys in my son’s middle school obsessed with AXE body spray and hair care products, it won’t be long before men catch up to women in the skin/body care category.