12.05.14
When it comes to selling anti-aging products to men, companies need to mind whom they are marketing to when it comes to Brits and Americans. According to a research study from Affinnova, British men of all ages were turned off by any and all mentions of “anti aging,” “age reversing” and “rejuvenating,” but US men weren’t so.
Relative to men in the UK, US men are more likely to see the value in having facial care products specifically to address aging effects, noted Affinnova. Two of the top three optimized concepts chosen by US men promised the benefits of anti-aging in the product name and one of the products specifically promised the benefit of wrinkle removing. Interestingly, these age-focused products were as likely to be chosen by younger men (ages 25-34) as they were by older men (35 and older), suggesting that younger US men are already looking for preventative solutions, noted Affinnova.
When it came to what they wanted the product to do for them, British men again avoided age-related concerns like “removing wrinkles” and widely opted for benefits that protected their skin from the sun.
For the study, Affinnova invited 1,000 men (ages 25-64) in the US and UK to identify their optimal anti-aging skin care products. According to the firm, maintaining confidence and sex appeal were not the primary benefits men seek in anti-aging facial care products. Instead, both UK and US men preferred concepts that centered on “feeling and being healthy.”
Another takeaway from the study: all men—both those in the United States and across the pond—want fewer individual products and more multifunctional products like a 3-in-1 shaving cream, aftershave and facial moisturizer.
Relative to men in the UK, US men are more likely to see the value in having facial care products specifically to address aging effects, noted Affinnova. Two of the top three optimized concepts chosen by US men promised the benefits of anti-aging in the product name and one of the products specifically promised the benefit of wrinkle removing. Interestingly, these age-focused products were as likely to be chosen by younger men (ages 25-34) as they were by older men (35 and older), suggesting that younger US men are already looking for preventative solutions, noted Affinnova.
When it came to what they wanted the product to do for them, British men again avoided age-related concerns like “removing wrinkles” and widely opted for benefits that protected their skin from the sun.
For the study, Affinnova invited 1,000 men (ages 25-64) in the US and UK to identify their optimal anti-aging skin care products. According to the firm, maintaining confidence and sex appeal were not the primary benefits men seek in anti-aging facial care products. Instead, both UK and US men preferred concepts that centered on “feeling and being healthy.”
Another takeaway from the study: all men—both those in the United States and across the pond—want fewer individual products and more multifunctional products like a 3-in-1 shaving cream, aftershave and facial moisturizer.