Sales of just-for-men skin care products are skyrocketing, particularly in some of the world’s most mature markets, according to a newly published study by worldwide consulting and research firm Kline & Company. In 2006, male skin care became the single fastest growing category in the global cosmetics and toiletries industry, posting an 8.7% gain, well above the 5.6% industry average.

“Men are becoming more image conscious, realizing there’s no shame in taking care of yourself,” says Deirdre McNulty, project manager for Kline Europe. “It is no longer considered exclusively feminine to moisturize. Manufacturers are heeding the call with products packaged and marketed specifically for men, including anti-aging and wrinkle treatments that mirror women’s lines.”

Kline data indicate that sales of men’s skin care products have shot up 41.5 % in Canada, 21.5 % in France and 19.3% in Italy. Driving the trend, particularly in developed nations where the overall cosmetics and toiletries market is quite mature, is the continuing economic shift from manufacturing industries and manual labor to the service-based professional economy where appearance plays a more important role.

“Men of all ages are trying to look young in order to stay competitive in the workplace,” McNulty says. “Marketers have traditionally targeted the 20-40 age range, but are now going after the image-conscious baby boomers. These men have more money to spend on grooming and are encouraged to do so by the women in their lives.”

McNulty adds that the growing range of sales channels is also boosting sales. Historically the domain of luxury marketers, men’s lines are now mass marketed and available in the supermarket and drug store, making them more accessible to both male and female purchasers.

More info:  www.klinegroup.com