Table of Contents
Overview
-
- What you need to know
- Products covered in this Report
Executive Summary
-
- The market
- Value decline expected in 2017
-
- Figure 1: Best- and worst-case forecast for UK retail value sales of men’s facial skincare, 2012-22
- Companies and brands
- Bulldog shows strong sales performance
-
- Figure 2: Brand shares in the UK mass-market men’s facial skincare category, year ending March 2017
- Decline in NPD
-
- Figure 3: New product launches in the men’s facial skincare market, by launch type, January 2014-March 2017
- The consumer
- Little change in usage
-
- Figure 4: Usage of men’s facial skincare products, February 2016 and April 2017
- Low frequency of use suggests low understanding of benefits
-
- Figure 5: Facial skincare regimens, April 2017
- Savvy behaviours are impacting the sector
-
- Figure 6: Changes to skincare routines, April 2017
- A helping hand
-
- Figure 7: Usage occasions, April 2017
- Men are responsible for their own purchases
-
- Figure 8: Purchase of facial skincare products, April 2017
- Men show confidence
-
- Figure 9: Attitudes towards appearance, April 2017
- Ageing is acceptable
-
- Figure 10: Attitudes towards facial skincare, April 2017
- Men’s consumer groups
-
- Figure 11: Men’s facial skincare target groups, April 2017
- What we think
Issues and Insights
-
- Retailers are not engaging men
- The facts
- The implications
- Men are sticking to simple skincare regimens
- The facts
- The implications
- Disinterest could be driven by confidence
- The facts
- The implications
The Market – What You Need to Know
-
- Plateau in the value of the market
- Prestige sector outgrows mass-market
- Online channel sees growth
- Population of young men set to decline
- Opportunities for fitness skincare
- Beards remain on trend
Market Size and Forecast
-
- Market slowdown
-
- Figure 12: UK retail value sales of men’s facial skincare products at current and constant prices, 2012-22
- Further decline unless category attracts new users
-
- Figure 13: Best- and worst-case forecast for UK retail value sales of men’s facial skincare, 2012-22
- Forecast methodology
Market Segmentation
-
- Mass market in decline
-
- Figure 14: UK retail value sales of men’s facial skincare products, mass market vs prestige, 2015 and 2016
- Prestige shows growth
Channels to Market
-
- Prestige drives department store sales
-
- Figure 15: UK retail value sales of men’s facial skincare products, by retail channel, 2015 and 2016
- Grocery retailers see little growth
Market Drivers
-
- Population of younger men set to decline
-
- Figure 16: Trends in the age structure of the UK male population, 2012-22
- Young men are taking more effort in their appearance
-
- Figure 17: Home hair colouring in the past 12 months, by gender, October 2015 and January 2017
- Fitness skincare
-
- Figure 18: Behavioural changes in the last 12 months, January 2017
- Appearance should be low maintenance
-
- Figure 19: Men’s attitudes towards appearance, December 2016
- Beards remain popular
-
- Figure 20: Hair removal areas – Face, by demographics, June 2016
Companies and Brands – What You Need to Know
-
- NPD shows a decline
- Beards present NPD opportunities
- Anti-ageing sector sees innovation
- Advertising spend sees a rise
- Brand differentiation is high despite low usage
Market Share
-
- Bulldog sees greatest value growth
-
- Figure 21: Brand shares in the UK mass-market men’s facial skincare category, years ending March, 2016 and 2017
Launch Activity and Innovation
-
- NPD shows a decline
-
- Figure 22: New product launches in the men’s facial skincare market, by launch type, January 2014-March 2017
- Beards are still trendy
-
- Figure 23: NPD for beards in 2016
- Free-from claims see a decline
-
- Figure 24: Fastest growing and fastest declining claims in men’s facial skincare, 2015-16
- Figure 25: Examples of anti-ageing launches in the men’s facial skincare sector, 2016
- L’Oréal innovates in mass market and prestige
-
- Figure 26: Product launches in the men’s facial skincare market, by top ultimate companies, 2016
- Prestige sees NPD
-
- Figure 27: Eye products for men launched in 2016
Advertising and Marketing Activity
-
- Advertising spend remains constant
-
- Figure 28: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, January 2014-March 2017
- Estée Lauder increases advertising spend
-
- Figure 29: Total above-the-line, online display and direct mail advertising expenditure on men’s facial skincare products, by top spending companies in 2016, 2015-16
- Social media marketing
- Nielsen Ad Intel coverage
Brand Research
-
- Brand map
-
- Figure 30: Attitudes towards and usage of selected brands, May 2017
- Key brand metrics
-
- Figure 31: Key metrics for selected brands, May 2017
- Brand attitudes: Dove Men+Care instils confidence
-
- Figure 32: Attitudes, by brand, May 2017
- Brand personality: Elemis and Jack Black score well for being ethical
-
- Figure 33: Brand personality – Macro image, May 2017
- Jack Black has a youthful image
-
- Figure 34: Brand personality – Micro image, May 2017
- Brand analysis
- Dove Men+Care maintains caring image
-
- Figure 35: User profile of Dove Men+Care, May 2017
- Clinique for Men risks becoming tired
-
- Figure 36: User profile of Clinique for Men, May 2017
- Elemis headline scores well for quality
-
- Figure 37: User profile of Elemis, May 2017
- Free-from positioning of Jack Black benefits brand perceptions
-
- Figure 38: User profile of Jack Black, May 2017
The Consumer – What You Need to Know
-
- Little change in usage
- Changes in usage is impacting the sector
- Helping men to remember
- Men purchase their own products
- Men show confidence in their appearance
- Using proof to convince men
- Three consumer groups identified
Usage of Facial Skincare Products
-
- Usage shows little change
-
- Figure 39: Usage of men’s facial skincare products, February 2016 and April 2017
- Unisex products remain popular
-
- Figure 40: Men’s brand preferences of facial skincare products, April 2017
- Rise in usage of face wipes
Skincare Regimens
-
- Frequency of usage is low
-
- Figure 41: Facial skincare regimens, April 2017
- Younger men are more frequent users
-
- Figure 42: Facial skincare regimens, by youngest age demographics, April 2017
- Repertoires show little change
-
- Figure 43: Changes to skincare routines, April 2017
- Savvy behaviours are impacting the sector
- Young men looking for some extra help
-
- Figure 44: Use of anti-ageing products and seeking professional help amongst 25-34s, April 2017
- Young men think about ageing
Usage Occasions
-
- Shaving is a trigger for facial skincare usage
-
- Figure 45: Usage occasions, April 2017
- Helping men to remember
- Younger men are triggered sensory cues
-
- Figure 46: Use of facial skincare products when the skin looks and feels like it needs it, by age, April 2017
Purchase of Facial Skincare Products
-
- Optimising retail environments
-
- Figure 47: Purchase of facial skincare products, April 2017
Attitudes towards Appearance
-
- Men are confident
-
- Figure 48: Attitudes towards appearance, April 2017
- Young men like their own appearance
-
- Figure 49: Attitudes towards self-image, by age, April 2017
- Older men are confident
-
- Figure 50: Confidence in appearance, by age, April 2017
- Appearance priorities
-
- Figure 51: Appearance priorities, by age, April 2017
Attitudes towards Facial Skincare
-
- Ageing is not an issue
-
- Figure 52: Attitudes towards facial skincare, April 2017
- The need for proof
- A relaxing routine
- The health factor
Male Facial Skincare Groups
-
-
- Figure 53: Men’s facial skincare target groups, April 2017
- Disinterested Dudes
-
- Figure 54: Agreement with statements on scepticism of facial skincare, by target groups, April 2017
- Sensorial Souls
-
- Figure 55: Agreement with statements on the benefits of using skincare products, by target groups, April 2017
- Confident Chaps
-
- Figure 56: Agreement with women’s skincare being better than men’s, by target group, April 2017
-
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
- Forecast methodology
Back to top