Skin care man-style
One of my observations over the years is how different men and women are when it comes to shopping habits.
Men are more one dimensional, very specific in their needs, and less likely to shop around based on price alone. Once proven to work they remain more loyal to brand and service than women.
I always laugh at the skin care advert that asks women if they want ‘‘beauty in the jar or in the mirror’’, and find myself retorting at the TV – ‘‘both’’.
Women in comparison want it all and they want it now, but when push comes to shove they will often choose what looks good in their bathroom or handbag as opposed to what really works. Which would explain why most women have a sizeable collection of products lurking in those places deemed as ‘useless’ and surplus to requirement, whilst still hunting for the next latest and greatest miracle.
It is a little known fact that women are referred to as the ‘‘fairer sex’’ because men have more deeply pigmented skin; just one of many differences originating from the roots of humanity.
While up to 34 per cent of men admit to diving into their wife or girlfriend’s skin care, according to trend agency Euromonitor International, there are some very sound reasons for men to consider a range particular to their needs.
Those needs include sunscreen. While men have the added benefit of a more ageless skin that is 25 per cent thicker than females, thanks to those male hormones androgen and testosterone, skin cancer is more prevalent in males than females.
Men are also more likely to be plagued with acne due to the higher secretion of sebum, not to mention the whole ingrown hair and razor burn issue.
If you thought the skin care market only applied to the SNAG (sensitive new age guy) or metrosexual, think again. Alpha males, be warned there is a new breed of ‘marketeer’ in town, and they have their sights firmly set on you.
It appears that men’s grooming is about to get highly competitive over the next year or two, with a slew of prestige products for the masses.
In an already cluttered marketplace the enticement of a predicted 28 per cent growth by 2018 has budding entrepreneurs queuing up with what they believe men really want when it comes to skin care man-style.
Most of these products are set to hit the supermarkets as opposed to the high end beauty counters; because this group of niche brands believe that the conglomerates have got it all wrong when it comes to marketing.
The new generation products all have a similar philosophy: simple clean lines in packaging with quirky names that appeal to the male ego and sense of humour, and above all else, are very solution specific for men.
The greatest challenge I suspect will be convincing the male population that these products work or are even necessary.
Anti- aging treatments especially are ear-marked as the largest potential growth market, and the biggest winners here may be the beauty salons that have a male friendly environment.
It is believed that by targeting mini-treatments for men that include exposure to these products will lead to an increase in sales and ultimately change men’s skin care habits for the better.
Next month: Does the shoe fit? A Cinderella story.