IT’S OK TO CARE ABOUT SKIN CARE

How can brands and retailers maximise the opportunities presented by the burgeoning male skincare industry?

The beauty industry, like many, is constantly evolving. Yet perhaps one of the greatest changes it has even seen has occurred in recent years with the emergence of the male beauty industry and, more specifically, male skincare.

The evolution of the male skincare industry

In this Instagram generation, where seemingly every moment is snapped and posted, there has never been more focus on the way things look – including ourselves! Perhaps it is the modern day need to be ‘camera ready’ at all times which is the driving force behind men embracing skincare. Or perhaps it runs even deeper – and as gender norms evolve, the definition of masculinity is expanding, causing perceptions of what is considered to be ‘masculine’ to also widen.

Just a generation ago it would have seemed inconceivable to most that a man would use anything other than soap and a razor on his face. In fact, I’d go so far as to say it was taboo for men to show an interest in something as ‘feminine’ as skincare. And yet today, in 2023, things could not be more different. Men are not only interested in skincare, they are embracing it. No longer is it just women who want to have younger, healthier looking skin, to reduce wrinkles and avoid sun damage.

Opportunity knocks

As men have started realising the benefits of taking better care of their skin, demand for male skincare products has experienced a huge upswing. The market was valued at $32.9bn (USD) in 2022 with revenue forecast to grow to a staggering $67.2bn (USD) by 2030, representing a compound annual growth rate (CAGR) of 9.1% over the eight-year period (source: Men’s Personal Care Market Size, Share & Trends Analysis Report By Product (Skin Care, Hair Care, Personal Grooming).

Yet when it comes to the potential opportunities for brands and retailers in the male skincare industry, these figures only tell half the story. Research shows that men are more loyal to their favourite brand than women (source: Trendsetting and gender matter: Brand loyalty, perceived quality, and word-of-mouth), suggesting that now is the sweet spot for brands to earn their place in millions of men’s hearts, minds and daily skincare routines – a place that may be hard-won today but holds the promise of being easily-kept tomorrow and beyond.

The industry is well aware of these current opportunities. Household name brands which have traditionally served the male personal care market with razors, deodorant and shower gel have already started to move into male skincare. The likes of Gillette, L’Oréal, Wilkinson and Nivea are already angling to capitalise on the brand loyalty of their existing customer base by releasing their own male skincare products. It is undeniable that they have a head start in the market, not only as brands that consumers know and trust, but also in terms of in-store real estate, with their existing products placed perfectly to complement new ones. Yet that is not to say that all is lost for other, currently lesser-known brands.

Keep it simple

From hydrating serums to retinol night creams, brightening eye creams to moisturising shaving balms – the male skincare market is already a crowded space. Offering a plethora of unfamiliar sounding products with names and ingredients unfamiliar to most men, it can feel daunting to consumers exploring their options for the first time.

What do the different products do? Which ones do I need? How do I use them?

These are all questions that will be asked by most men venturing into the overwhelming world of skincare for the first time. And so, I believe there is a huge opportunity to be the brand and/or retailer that is known for answering those questions; to be the brand/retailer that metaphorically takes the male consumer by the hand and guides him through the process step-by-step – from understanding each product, to identifying what he needs and when to use it.

In today’s time-poor world where marketers battle against busy lives and short attention spans to win consumers’ wallets, I believe that taking things back to basics is the answer. After all, to quote E.F. Schumacher, “Any intelligent fool can make things bigger, more complex … It takes a touch of genius and a lot of courage to move in the opposite direction.”

The complex challenge of simplifying male skincare

Simplifying male skincare sounds, well, simple. But predictably, the reality is a little more complex, calling for careful, consistent communication with consumers. So how do I envisage brands/retailers utilising consumer education to differentiate themselves and make sales? I think there is potential to use a combination of the following:

• Good, better, best pricing points – this would orientate consumers, helping them to better distinguish between options and identify brands and products which best align with their budget
• Multi-buy products – gift sets, whether evergreen or released seasonally around key dates such as Christmas, Valentines, and Father’s Day, offer a great opportunity to bundle key products together and introduce the brand to potential new customers. Particularly if accompanied by an explainer guide, this could be an effective way to take some of the guesswork out of male skincare, acting as a gateway into other products in the range
• QR codes – create a direct connection between the consumer and the brand by using QR codes in-store and/or on packaging. These could redirect users to a landing page or social media profile where relevant, useful content that encourages brand loyalty is housed. Brands could even consider using QR codes to deliver a compelling Augmented Reality (AR) experience to deliver educational content while elevating consumer engagement levels
• Point of sale (POS) activity – whether it’s in-shop theatre or a shop-in-shop experience, there is a real opportunity for retailers to bridge the education gap while showcasing male skincare products.

While of course such sizable initiatives call for equally sizable marketing budgets, I firmly believe that it’s an investment worth making. Such steps would likely see repeat sales soar as well as increasing customers’ average basket spend. By acting now and creating brand loyalty, retailers and manufacturers alike stand to claim a greater share of this multi-billion dollar global industry.

Do you agree?

There’s no question that this is an exciting time for the dynamic male skincare industry. Yet for retailers and brands to take full advantage of this booming market, I believe there’s an urgent need to address the current lack of consumer education around male skincare. This is a crucial period in the industry’s evolution and one which presents a huge opportunity for the right brand to use education as a differentiator and establish itself as an industry front-runner. What do you think? I’d love to hear your thoughts.