While some 80% of men use grooming products, facial skin care is the category with the biggest opportunity to expand usage, according to The NPD Group’s 2015 Men’s Grooming Consumer Report.
Men’s lack of interest in the category and perceived “problem free” skin are the leading reasons why men choose not to use facial skin care, according to NPD. Specifically, 42% percent of non-users report that they do not have any problems with their skin, noted NPD.
An equal percentage say they are just not interested in such products while 17% are of the attitude that such products are for women (again, just like asking for directions....).
According to NPD’s global beauty industry analyst Karen Grant, the skin care market needs to hook ‘em in.
“The great news continues to be that the vast majority of men are into grooming, and add to it the fact that a majority are also dedicated when it comes to their hair care. The proverbial white whale is the potential billion dollar opportunity in mobilizing men to adopt facial skin care,” she said.
Some advice: start small, with a sample that is, when dealing with 35-54 year olds.
Most male facial skin care users agree that samples and trial-size products have somewhat of an influence when deciding on which product to purchase—but men aged 35-54 are most strongly impacted by this approach, according to NPD.
“What we understand and what weneed to understand is different when it comes to men. Women see problems in their skin, but most men don’t. From childhood, males are taught the importance of grooming their hair but, other than cleansing, not their face. For most men, facial care is not introduced until they are already adults, and often as a problem-solution type of product,” said Grant. “Part of the process in cracking the code is to reposition the category for men so it is less associated with problem solving, and to spark interest and engagement in making facial care a seamless integration that is oriented to their particular life stage.”
For more on NPD’s new data: visit npd.com and npdgroupblog.com