NPD Group’s recently released market research, the 2015 Men’s Grooming Consumer Report, noted that while 80% of men use grooming products, only 22% are facial skin care users, leaving this personal care segment a potential growth opportunity.
Rounding out the study, 69% of the male consumers surveyed said they use hair care products; 54%, shaving products; and 49%, body skin care products. Facial hair grooming devices such as trimmers and shavers are top sellers when it comes to men, however, they are also paying closer attention to what lies beneath— their skin.
While NPD suggested that most men classify themselves as minimalists when it comes to their use of grooming products, facial skin care users are most likely to have a more developed grooming routine and use at least a few products every day. According to NPD, this is driven by the behaviors of Millennials (ages 18-34), who the research group stated outpace their peers in facial skin care usage and are most enthusiastic about the grooming category as a whole.
Younger users, NPD explained, seek facial products with preventative and aesthetic benefits, while older users look for those that protect and reinvigorate. Therefore there is opportunity to gain men’s attention with facial cleansing devices that can be used along with such products, to enhance the efficacy of results.
“The great news continues to be that the vast majority of men are into grooming, and add to it the fact that a majority are also dedicated when it comes to their hair care. The proverbial white whale is the potential billion dollar opportunity in mobilizing men to adopt facial skin care,” said Karen Grant, global beauty industry analyst, The NPD Group.
NPD also stated that while Millennials are most likely to try and invest in new grooming products in general, Generation X is also interested to do so and may provide marketers with an opportunity to reach older consumers.
“For most men, facial care is not introduced until they are already adults, and often as a problem-solution type of product,” said Grant. “Part of the process in cracking the code is to reposition the category for men so it is less associated with problem solving, and to spark interest and engagement in making facial care a seamless integration that is oriented to their particular life stage.”