Men Belly Up to the Beauty Bar

October 31, 2006

While men’s skin care sales begin to slow, Amenity pioneers clinical grooming to jumpstart the segment.

Men Belly Up to the Beauty Bar

While men’s skin care sales begin to slow, Amenity pioneers clinical grooming to jumpstart the segment.

Lindsay Elkins
Associate Editor

It was once a challenge to get men to even pick up a bar of soap, let alone incorporate an entire grooming regimen into their daily lives. But with sales of men’s prestige skin care products for the first half of 2006 reaching $32 million, up 3% from the same time in 2005 according to research from NPD Group; it’s clear that taking care of their skin is beginning to become a priority for many men.
The men’s skin care segment has the potential to be a billion dollar industry according to NPD Group, but products need to be relevant to their lifestyle.

What’s more interesting is that the male skin care segment continues to post growth at a time when women’s prestige skin care sales are flat for this year. Both the face and body segments showed growth for the first six months of this year, with face up 5% and body up 22% from this time last year.

Men’s moisturizers and shave treatments represent 51% of the men’s total prestige skin care sales, $16.3 million in sales for the first half of 2006. Facial exfoliators ranked third among men’s sub-segments with $3.7 million in sales, while facial cleansers ranked fourth with double-digit growth of 14% in the first six months of this year to $3.4 million.

“Men are starting to embrace the concept of taking care of their skin beyond washing it with bar soap,” said Karen Grant, senior beauty analyst, The NPD Group. “The products that we see in the prestige market that are doing well are those that are simple and multi-purposed, products that are part of a basic regimen, like cleansers, moisturizers and shave treatment products. Any product that requires extra steps is a much harder sell for men.”

Billion Dollar Opportunity

While men are willing to pay a little more for their prestige skin care products, the average price is much lower than the women’s market. On average, men pay 46% or $16 less than women for prestige skin care products, according to NPD’s statistics. For men’s skin care, the average price for the first half of 2006 was $18.56 up 3% from last year; the average price women spend on prestige skin care for the first half of 2006 was $34.53.  

The men’s prestige skin care business is relatively new to the market. According to NPD’s statistics, women’s skin care products make up 97% of the prestige skin care industry. After two years of double digit growth within men’s––2004 dollar sales were up 18% and 2005 sales were up 15%––the first half of 2006 saw just 3% growth in overall sales, which has some wondering if the segment has plateaued.

“Based on the size of the men’s prestige fragrance industry, we believe men’s skin care also has the potential to be a billion dollar industry, but it’s hovering around the $70 million mark,” said Ms. Grant. “I see this as an opportunity for the industry to go after men and broaden the user base. The most successful marketing for men when we look at fragrances, for example, is not about looking better and feeling younger, it’s about being relevant to their lifestyle and the old adage of impressing the ladies. Perhaps those are pieces that the men’s prestige skin care market is missing.”

Clinical Grooming

With statistics like these, it’s clear that there is a golden opportunity for personal care companies to breathe new life into a segment that is starting to slow. Many men’s skin care lines have been introduced during the past few years, but they tend to stick to the basics––cleanser, moisturizer and shaving cream––and aren’t quite on the level of women’s skin care products in terms of innovation and performance. Dwight Schulthesis saw the void in the men’s skin care market and along with Kimberly Pecoraro, formerly of Peter Thomas Roth, and Lisa Kostulias, formerly of Revlon, launched the six-product Amenity line in October.

 Amenity is the first line to incorporate physician-developed products into a man’s daily lifestyle.
The main difference in the Amenity line is the concept of clinical grooming. “Amenity is pioneering a new skin care segment that for the first time provides men with solution-focused, physician-developed products made specifically to address men’s unique skin concerns and to fit their daily needs,” explained Ms. Pecoraro. “Until now, the majority of men’s grooming brands have featured formulations created for women and packaged in masculine components or overly scented, feel good products.”

The complete Amenity line includes Gel Face cleanser, Shave cream, After Shave and Face moisturizer, Anti-Breakout gel, The Balm and Foot spray. Each product contains Amenity’s exclusive Pro-Form 6 complex, an all-in-one solution that tackles men’s biggest skin concerns: red blotches, acne, dryness, irritation, razor bumps and ingrown hairs.

And since getting a guy to spend hours primping the bathroom is no easy task, Amenity made each product do double or triple duty. “Most guys can handle a three-step system,” said Ms. Pecoraro. “Rather than ask men to do more, Amenity makes the most of this accepted routine, packing each product with multiple actions and benefits.” For example, the Gel Face cleanser cleans while leaving beard-softening benefits behind to help with shaving.

And where does Amenity expect this segment to go in the future? “We see the clinical grooming concept growing as other companies recognize there is a void in the marketplace for scientifically advanced products formulated specifically for men,” noted Ms. Pecoraro. “This market segment is going to grow very quickly as more and more companies understand the male consumer and how to fit easily into his life. Men need these products as much as women, but the products need to be made to fit their specific needs.”

blog comments powered by Disqus
  • Electric Slide

    Electric Slide

    Melissa Meisel, Associate Editor||February 3, 2016
    Skin care devices bring anti-aging to the next level

  • Crowning Glory

    Crowning Glory

    Christine Esposito , Associate Editor||February 3, 2016
    Celebrity stylists and experts from leading hair care brands talk about the ingredients and formats driving the styling sector.

  • Innovation On Display

    Melissa Meisel, Associate Editor||February 3, 2016
    P&G Beauty Digital Studio showcases new products for 2016

  • Testing for Sustainable Preservatives

    Adam P. Byrne, William Michael Hart-Cooper, Kaj Johnson, Larry H. Stanker, Dominic W. S. Wong, William J. Orts||January 4, 2016
    A rapid, inexpensive and qualitative protocol for determining microbial growth inhibition.

  • Burgeoning Beauty

    Burgeoning Beauty

    Melissa Meisel, Associate Editor||January 4, 2016
    A look at trailblazers for 2016 and beyond.

  • Looking Great, Even at 70!

    Tom Branna, Editorial Director||January 4, 2016
    The Society of Cosmetic Chemists marked its 70th anniversary during the annual meeting in New York last month.

  • It’s All About Teamwork

    It’s All About Teamwork

    Melissa Meisel , Associate Editor||January 4, 2016
    Collaboration was the theme of the Consumer Specialty Products Association 2015 annual meeting.

  • Making Sense of Smells

    Making Sense of Smells

    Tom Branna, Editorial Director||January 1, 2016
    Household product perfumery is more complex than ever, with a variety of notes obtained from many different sources.

  • Pod Nation

    Pod Nation

    Christine Esposito, Associate Editor||January 1, 2016
    Laundry detergent sales remain steady, but where consumers are spending their money and how they’re cleaning clothes is chan

  • Innovator to the End

    Innovator to the End

    Tom Branna, Editorial Director||December 2, 2015
    After nearly 40 years in the industry, Kevin Gallagher is set to retire from Croda.

  • In-Cosmetics Paris Has Sights on US

    In-Cosmetics Paris Has Sights on US

    Imogen Matthews , In-Cosmetics||December 2, 2015
    Market focus is on the USA.

  • Actives, Not Words

    Actives, Not Words

    Tom Branna , Editorial Director||December 2, 2015
    Today’s active skin care ingredients provide a host of benefits to the skin.

  • Silent Partners

    Silent Partners

    Christine Esposito, Associate Editor||December 2, 2015
    I&I suppliers are behind-the-scenes, but critical partners that help keep businesses running and consumers safe.

  • Cleansing Conditioners

    Cleansing Conditioners

    Denise Costrini and Christophe Toumit , Croda Personal Care North America||December 2, 2015
    Relying on consumer data, Croda researchers detail the drivers behind these successful formulas.

  • Trading Up

    Trading Up

    Melissa Meisel , Associate Editor||December 2, 2015
    Today’s shampoos & conditioners feature indulgent ingredients.

  • Just Wild About Harry’s Cosmeticology

    Just Wild About Harry’s Cosmeticology

    Tom Branna, Editorial Director||November 2, 2015
    The ninth edition, edited by Meyer Rosen, has been expanded and improved with an emphasis on the future of the industry.

  • Lush Is Flush with Novel Ideas

    Lush Is Flush with Novel Ideas

    Tom Branna, Editorial Director||November 2, 2015
    New products are the lifeblood of every company. Lush will launch more than 200 of them.

  • Davids and Goliaths

    Davids and Goliaths

    Christine Esposito, Associate Editor||November 2, 2015
    Big brands dominate the oral care category, but a cadre of smaller players vie for customers looking for alternatives.

  • What Do You Mean by Clean?

    What Do You Mean by Clean?

    Tom Branna, Editorial Director||November 2, 2015
    Household cleaning has undergone many changes over the years and more are on the way, as suppliers develop novel ingredients.

  • Falling Ahead

    Falling Ahead

    Christine Esposito, Associate Editor||November 2, 2015
    Juice sales have been driving growth as the fine fragrance category heads into the holiday season.

  • A Fresh Take

    A Fresh Take

    Melissa Meisel, Associate Editor||November 2, 2015
    Today’s soaps and shower products do more than just cleanse—they solve skin quandaries, are portable or even look whimsical!

  • Beauty Connection: a Platform for the Future

    Beauty Connection: a Platform for the Future

    November 2, 2015
    Happi spoke to Frédéric Boned, senior director global marketing and innovation for personal care at DSM, and David Paxton, global consumer and market insight manager, about the company’s new Beauty Connection platform and how market and consumer insights are incorporated into DSM’s innovation strategy.

  • Contract Manufacturing/Private Label Directory

    Contract Manufacturing/Private Label Directory

    October 1, 2015
    Our directory is your source to find a manufacturer to get your product to market.

  • Winner Unmasked

    Winner Unmasked

    October 1, 2015
    Laneige’s Water Sleeping Mask takes home top honors as Happi’s first Anti-Aging Product of the Year.

  • A Design for Living

    A Design for Living

    Tom Branna, Editorial Director||October 1, 2015
    Cornell McBride Sr. has had a range of successes during his 40-plus years in the hair care business.