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Mintel Reports Growth in Men's Care

Posted: December 16, 2008

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2. Makeup and self-tanning: Makeup for men is still a super-premium, niche market in the U.S., but Mintel Beauty Innovation has seen many new brands emerge this year. Jean Paul Gaultier Monsieur and Clinique Skin Supplies for Men remain key players. Many personal care brands, including L'Oreal, also feature self-tanning products for men.

3. Antiaging and exfoliating ingredients: Men's grooming lines increasingly boast semi-scientific claims based on antiaging or exfoliating ingredients. Biotherm Homme's High Recharge Non-Stop Moisturizing Anti-Fatigue Concentrate uses the antiaging ingredient ginseng, but others have included co-enzyme Q10 or creatine for antiaging benefits. Exfoliation has become a focus as well with products like Unilever's Axe Skin Contact Smoothing Shower Scrub featuring cactus milk to exfoliate and smooth the skin.

4. Organic, natural and ethical: Mintel sees organic and natural products driving growth in many sectors; men's personal care is no exception. John Allan's facial moisturizer features natural ingredients, while Aveda Men uses organic ingredients in its hair care. The Body Shop has long promoted ethical causes and opposed animal testing.

"In contrast to women's personal care, the market for men's grooming is just opening," said Tomasello. "Our research shows men are far less likely than women to use skin care products like moisturizers, exfoliants or even body washes. So tailoring new products to the needs of beauty-inexperienced males will help manufacturers expand the advanced men's grooming market."