Report: Facial skin care for men an opportunity for growth

PORT WASHINGTON, N.Y. — Although 80% of men use grooming products, facial skin care has the biggest opportunity to expand usage, according to the NPD Group’s 2015 Men’s Grooming Consumer Report, which was released Tuesday.

Most men decide not to use facial skin care because they are uninterested in the category and perceive their skin as “problem-free,” according to the report. About 42% of non-users report that they do not have any problems with their skin, an equal percentage reports disinterest in facial skin care products and 17% say that such products are “for women.”

“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,” Karen Grant, global beauty industry analyst for the NPD Group, said. “The proverbial white whale is the potential billion dollar opportunity in mobilizing men to adopt facial skin care.”

Men who report using grooming products often use at least a few products every day, the report said. The report attributes this pattern to the behaviors of millennials, who are the most enthusiastic age group about the grooming category.

Younger users look to facial products for preventative and aesthetic benefits, while older users look to them for skin protection and reinvigoration, according to the report. Acne prevention or treatment, oil control and pore-minimizing matter most to millennials, while moisturizing, sun protection and anti-aging matter most to older facial skincare users.

Most male facial skin care users say samples and trial-size products have somewhat of an influence on their decision on what to purchase, but men aged 35 to 54 are most influenced by this approach, the report said.

“What we understand and what we need to understand is different when it comes to men,” Grant said. “Women see problems in their skin, but most men don’t.”

Most males encounter facial care as a problem-solution type of product, when they are adults, according to 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,” Grant said.