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NPD Study Shows Potential for Men's Skin Care Growth

Posted: February 13, 2012

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“Once men know they have a need to fill, their problem-solution orientation will fuel their desire to find products to alleviate their grooming challenges. They also have 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. And, while men of all ages present an opportunity, need-based opportunities seem to be most pronounced with black and Hispanic men, as well as younger men ages 18 to 34. To create life-long users, marketers will not only need to build awareness of the benefits that products offer, but also show that these products can be seamlessly incorporated into his grooming routine,” Grant concluded.

For more on the potential of the male market, read Imogen Matthews’ “The Sleeping Giant” article from the January/February 2012 issue of GCI magazine.