Cracking the Men's Grooming Code


The eternal question seems to be: What are men thinking and what do they want? While we know that women play a role in men's grooming, a new analysis from The NPD Group seeks to provide additional answers for the skin care segment. 

About 42% of men do not believe they have problems with their skin, while 17% believe skin care products are for women, according to a new analysis by The NPD Group.

Further reading: 4 Tips for Marketing to Men

Yet 80% of men use grooming products. This discrepancy, the analysis notes, presents a huge opportunity for the personal care industry. But how can brands move the needle?

Most men have "minimalist" grooming routines and use few products, according to The NPD Group, but those who use facial skin care engage in more elaborate rituals. This latter group is largest among millennials aged 18 to 34.

Top Men's Grooming Benefits

"Younger users seek facial products with preventative and aesthetic benefits, while older users look for those that protect and reinvigorate," according to The NPD Group.

Top claims for young male skin care users include:

  • Acne prevention/treatment
  • Oil/shine control
  • Pore minimization

Older men who use skin care seek out rejuvenating benefits, including:

  • Moisturization/hydration
  • Anti-aging
  • Sun protection/SPF

Grooming Male Personal Care Users

Trial sizes can encourage male skin care users to adopt new products, according to The NPD Group's analysis. This influence grows the older the consumer is.

Rather than focusing on problem solving, as seen above, brands targeting male consumers must present a "seamless" solution for men based on their life stage.


Brands that can bring the same level of engagement that men have for their hair to skin care will surely succeed.

More in Consumers & Markets