Male Skin Care Market
The men's skincare market is continuing to heat up, attracting more and more brands and consumers to participate. With the rise of the Generation Z consumer group and the shift in consumer attitudes, male consumers are beginning to pursue a more sophisticated and high-quality lifestyle and associate skincare with health, fashion and personal image. More and more men are focusing on skincare, face value and fashion, hoping to improve and enhance their image and self-confidence through skincare. Against this backdrop, more and more brands are digging deeper into the needs and interests of the younger demographic to meet consumer needs through innovative products, promotional strategies and shopping experiences to achieve sustainable growth and keep up with the times.
The Need for Male Skin Care
There are gender differences in men's and women's skin, and men's skin care needs to be based on the characteristics of the skin type. There are four common skin problems for men: excessive oil production, dry skin, hyperpigmentation and skin aging.
| Common Skin Problems in Men | Physiological mechanism | Specificities | Intervention and care |
| Excessive skin oil production, acne | Overactive oil glands and androgenic hormones lead to excessive oil production in male skin, which in turn leads to clogged hair follicles. Bacteria are more likely to proliferate in oil-clogged follicles, leading to inflammation and acne formation. | ①Shiny, oily appearance of the skin, especially in the T-zone. ② Acne (closed or open pimples) or whiteheads. ③Acne lesions: redness, pustules, cysts, etc. | ① Use gentle cleansing products and avoid over-cleansing or using harsh cleansing products;② Use gentle shaving products and shaving tools to avoid overshaving and scratching your skin;③ Use non-clogging skin care products such as lightweight lotions and gel moisturizers. |
| Dry skin, damaged skin barrier | As we age, the sebaceous glands become less functional, which can cause the skin to lose its protective barrier and tend to lose moisture and become dry. In addition, men's skin has fewer natural moisturizing factors. | ① Skin lacks luster and brightness. ② Skin is rough and does not feel light to the touch. ③ Skin feels tight and uncomfortable, ④ Skin is prone to peeling. | ① Choose a cleanser that does not contain harsh ingredients or over-cleansing to avoid removing too much oil and moisture from the skin. ② Choose skin care products that contain moisturizing ingredients such as hyaluronic acid, glycerin, and natural oils to help provide the skin with the moisture it needs. |
| Hyperpigmentation | Melanocyte activity is higher in men, leading to increased melanin synthesis and release. Inflammatory reactions can also trigger hyperpigmentation | ① Uneven pigmentation; ② Dark spots and blotches. ③ Leads to dull skin. | ①Sunscreen: Apply sunscreen regularly to prevent UV damage. ② Lightening products: Use skin care products containing whitening ingredients, such as vitamin C, acidic fruit acids, arbutin, etc., to help reduce hyperpigmentation and promote even skin tone. ③ Chemical peeling: Use chemical peeling agents containing fruit acids, salicylic acid and other ingredients to remove the old skin layer on the surface of the skin, promote cell renewal and reduce hyperpigmentation. |
| Skin aging | Male skin aging is the result of the interaction of slowing cellular metabolism, UV radiation, free radicals and declining androgens. | ① Leads to hyperpigmentation and skin spots. ②Collagen and elastic fibers decrease and skin slackens. ③ The skin's moisturizing ability weakens and it becomes dry and dehydrated. | ① Choose gentle cleansing products to avoid damaging the skin barrier.② Use skin care products that contain moisturizing ingredients to help lock moisture in the skin. ③Use sunscreen regularly to reduce the effects of photoaging. ④Use skin care products that contain antioxidant ingredients to help fight free radical damage. ⑤ Use gentle exfoliating products regularly to remove aged keratinocytes and promote cell renewal. |
Men are more likely to buy a cleanser, toner and cream in one package to minimize the hassle of buying and using them. Products that can achieve multiple functions and fulfill the roles of multiple categories at the same time will attract men's attention and favor, and even men's multi-functional products that extend to the makeup and personal care tracks will also attract men's attention. Male consumers have a very different attitude to shopping than women, preferring to look directly at the results and value of their purchases. Estee Lauder has launched a skincare product line specifically designed for men's skin needs, Clinique for Men; Lancôme has launched a specialized men's skincare brand, Lancôme Men, which has been well received by the market. Lancôme launched a specialized men's skin care brand "Lancôme Men", which is quite popular in the market.
Men's skin care products are seriously homogenized, mainly to basic skin care, the lack of personalized, differentiated and other special efficacy products, but even if the launch of new products with different efficacy, it is difficult to enter the consumer in the initial period. At this point, the test is the brand's ability to innovate and marketing capabilities of the juncture - to seize the male consumers attach the greatest importance to the "convenience" and "practicality", the launch of simple to use, efficacy The launch of easy-to-use and powerful products is generally not wrong. On the other hand, related companies also need brand marketing and product promotion to build brand reputation and word-of-mouth through social media, so that they can effectively combat counterfeit products and maintain the security of their sales channels. The most critical point is to provide customers with quality experience in sales and after-sales, reflecting the brand's dedication to consumers, which is the best way to stabilize the market.
In the future, the male skin care market will become a new growth point and breakthrough.
Post time: Aug-02-2023