"Manly" skin care products
Men's Grooming Consumer Report
released this month by the analysts at NPD found that more than 90% of men over the age of 18 are using some sort of grooming product today, including but not limited to facial and body skin care, shaving, hair care and fragrance.
Of that segment, only a quarter is using facial skin care products such as cleansers and moisturizers, lip and eye products and anti-aging treatments. That low usage persists despite the marketplace having grown 11% in dollar sales last year compared with 2010.
The proposition is for a Gillette,
Procter & Gamble
to push new or existing products at this demographic.
"There is a huge opportunity," says Karen Grant, vice president and senior global industry analyst for NPD. "The challenge is getting them involved and engaged. There is a feeling that facial skin care products are not needed unless you have a specific skin problem, such as acne."
A company's successful marketing campaign would lead men to "unlearn the idea that the body skin care product they use such as bar soap and body lotion works just as well for facial skin," Grant says, explaining that "need-based opportunities seem to be most pronounced with black and Hispanic men, as well as younger men ages 18 to 34."
The challenge for marketers is to build awareness of the benefits that products offer and show that these products can be "seamlessly incorporated into his grooming routine," she adds.