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According to a new study from The NPD Group, Inc. titled Men’s Grooming Consumer Report, more than nine in 10 men (ages 18+) are using some sort of grooming product today, which can include facial and body skin care, shaving, hair care and fragrance. However, only one-quarter of men are currently using facial skin care products such as facial cleansers and moisturizers, lip and eye products, and anti-aging treatments.
The men’s facial skin care market has grown 11% in dollar sales in 2011, compared to 2010, according to The NPD Group.
When looking at those men using facial skin care, over one-third (37%) reported using facial cleansers (excluding bar soap) and facial lotions/moisturizers. Three in ten (30%) were cited using lip products, and over one-fourth (26%) are using acne treatment products.
Even within facial skin care, men purchase the more commonly used products that target basic cleaning and moisturizing, while those that offer more specialized benefits such as treating acne and preventing or diminishing the signs of aging, are less likely used by men.
“There is a huge opportunity with men for facial skin care. The challenge is getting them involved and engaged,” said Karen Grant, vice president and senior global industry analyst, The NPD Group. “Seventy-five percent of men ages 18 and up are not currently using facial skin care products. There is a feeling that facial skin care products are not needed unless you have a specific skin problem such as acne. For men to use a product, he first must be aware that there is an underlying need that requires addressing.