Previously narrow, the offer of cosmetics for men is now growing at a strong pace, thanks to Asia. New brands, programmes and types of products, which could be as many as women’s. A presentation of this market was provided by Nathalie Chevrot, the Men Department Manager, in SEPPIC, during the 2013 Beyond Beauty Convention in Paris.
Until recently, the offer of cosmetic products for men was limited to a soap bar or a shower gel, a shampoo, a deodorant and shaving products. Nowadays, new products are designed, sometimes inspired by women’s (exfoliants, body hydrating products, eyes contour, tinted care …), sometimes specifically dedicated to male requests (multi-function cleansing products).
While 60% of the Western women buy cosmetics for their husbands, things are different in Asia, where men feel comfortable when entering beauty spas. This trend is increasing in the Western countries.
W hy such an impressive growth of this market for men?
In fact, men are more and more well-informed about products and their use. Especially the Y generation (20-30 years old) who buys by itself and uses several products for face and body care. This change in behaviour as compared to their elders is easy to understand; it is due to the influence of:
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The social networks,
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The media, especially the TV series, in which all the actors are beautifully nice,
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The male "muses" chosen to symbolise the cosmetics brands, more and more given media coverage and coming from the Sport world (in France, the swimmer Camille Lacourt for Clarins, the pole-vaulter …
