When it comes to grooming, men are starting to invest more time, attention and money than ever before. Affinnova wanted to better understand male consumer attitudes toward facial care products, particularly those focused on preventing skin aging effects. And published a report on its findings: "5 Things to Know When Marketing Anti-Aging Products to Men."
In 2013, the men’s personal care market (which consists of skin products, deodorant, toiletries, etc.) hit $3.9 billion. That’s a 15 percent growth since 2008, and the category is only expected to grow as more men adopt a skin care regimen.
Skin care products are growing at a rapid pace especially among younger men: 58% of men aged 18-24 and 63% of men 25-34 now use a facial product. But even among older generations, product usage is strong: 32% of men 55-64 and 29% of men over 65 use some facial product in their personal care routine.
What’s driving this trend?
Affinnova wanted to better understand male consumer attitudes toward facial care products, particularly those focused on preventing skin aging effects. 1,000 men (ages 25-64) were invited in the US and UK to identify their optimal anti-aging skincare products. Using Affinnova’s optimization technology, male consumers evaluated 88 million unique skincare concepts consisting of different product options, ingredients, lifestyle imagery, benefits and reasons to believe. As consumers selected their preferred skincare concepts online, evolutionary algorithms evolved Top Concepts, or the skin-care products that showed the highest appeal among men. Three Top Concepts were identified for men in the UK and for …
