Men have been spending money on cosmetics for a few years now. The beard trend (and the care that goes with it) has largely contributed to converting men to using beauty products. And to better understand the consumers’ state of mind, The Benchmarking Company has conducted a study to highlight their expectations and needs.
The survey was conducted in September 2022. A sample of 800 Americans (users of skincare products) was selected for the occasion.
An informed consumer
Men know what they want. 65% of respondents say they look for a particular ingredient before buying a skincare product. Forty-four percent of them investigate beforehand to find out if the raw materials used in the formula are of good quality.
They are more and more inclined to spend their money on cosmetics. 57% of them are buying more products than five years ago.
Skin concerns
The respondents explain that they have problems with:
• Dehydration
• Acne
• Dark areas
• Ingrown hairs (due to shaving)
• Sun protection
Most popular products
The survey reveals that some cosmetics are more popular than others among men.
In the list of “star products”, we find:
• Cleansers (in the facial care category)
• Liquid soap (in the body care category)
• Shampoo (in the hair care category)
• Toothpaste (in the hygiene category)
• Foundation (in the make-up category)
If these products seem basic, don’t worry. Men also use more “sophisticated” care products such as body moisturizers, lotions and exfoliants.
Makeup: a claim to fame
More and …
