Men are increasingly interested in exploring new ways of grooming and expanding their self-care routines. There is a noticeable shift in the relationship between men and the cosmetics industry. Outdated gender stereotypes are giving way to a modern approach, and men are increasingly reaching for grooming products that not only serve their functions but also allow them to express their identity.
In the men’s cosmetics segment, traditional hygiene products such as shaving products and deodorants still dominate. However, over the past three years, there has been a significant increase in the number of skincare and hair care products for men entering the market.
These new products do not fit within the confines of the traditional concept of male grooming, proving that now more than ever, men are paying attention to their appearance and image. This, in turn, stimulates the development of innovation and new products in the cosmetics industry for men.
Gender-neutral or “just for men”?
In recent years, we have also seen an increase in the number of skincare products marketed as gender-neutral. This indicates men’s growing openness to a variety of products not necessarily exclusively dedicated to them.
However, this trend is not always favorable for the men’s cosmetics industry. Unisex products may suggest that all women’s cosmetics yield the same results for men, which is not always true. This may result in men opting for products targeted at women, which in turn could harm a portion of the men’s cosmetics industry.
Some differences in the skincare needs of men and women are not solely due to gender differences. In some cases, men require specially tailored products, for example, due to slightly different skin structure. To avoid men using inappropriate products or completely abstaining from using cosmetics for men, brands can undertake educational actions both before purchase and at the point of sale.
There is no easy answer to the question of gender neutrality in the cosmetics industry. However, changing consumer preferences indicate a growing interest among men in personal grooming that goes beyond mere functionality. To meet these expectations, brands must focus on innovation, adapting to the changing skincare needs of men.
Trends in men’s grooming: What do customers expect?
Self-care
Increased stress and anxiety during the pandemic have significantly affected consumer awareness. Most men believe that stress negatively impacts their appearance. Therefore, the men’s cosmetics industry is responding to these concerns by offering products focused on self-care and soothing skincare properties.
Personalization and integration
Men realize that there is no one-size-fits-all approach to skincare. Consequently, there is a growing demand for personalized solutions, especially considering age and race. As populations become increasingly diverse, it becomes crucial for brands to create affordable products that meet the needs of a diverse and multicultural group of consumers.
Brand transparency and eco-friendliness
Sustainable development is becoming increasingly important for younger men, and more consumers are adopting grooming habits that are more environmentally friendly. This gives brands the opportunity to attract the attention of men who pay attention to sustainable personal hygiene practices. Eco-friendly innovations in the men’s cosmetics industry include reusable products and reduced plastic packaging.
Is your company responding to changing attitudes and preferences of consumers in the men’s grooming industry? Do you have an idea for an innovative cosmetic for men that fits into upcoming trends? Create it with us! MG Evolution® brings together a team of experienced specialists in cosmetic chemistry, cosmetology, engineering, and business, supported by innovative technologies. We will use our knowledge and expertise to help you create your dream cosmetics.
We will accompany you at every stage of creating and producing the cosmetic – advising, consulting, inspiring, and overseeing even the smallest details. We know the market realities inside out and constantly monitor trends from around the world, allowing us to develop cosmetics that meet customer needs.
Our marketing and promotion specialists will ensure that your cosmetic evokes positive emotions, becomes recognizable in the market, and becomes desirable. It will be talked about!
