Lycored observes increase in male grooming and highlights gender differences in skincare

08 Nov 2022 --- Women are more likely than men to see diet as crucial to skin health, according to research from Lycored. It also highlights how men and women have different skincare requirements. The findings revealed that 39% of women, compared to 30% of men, think consuming a healthy diet is the most crucial factor in maintaining the health of their skin.

“Our research found that women are more likely than men to view diet and nutrition as important to skin health,” Caroline Schroeder, marketing communications manager at Lycored, tells PersonalCareInsights.

“This might be because men haven’t historically received the same messages as women about the importance of skincare generally, specifically its relationship with diet,” she adds.

“While that’s begun to change, with more and more grooming solutions aimed at the male population, there are still huge opportunities to communicate with men about the importance of holistic approaches to skin health.”

Social attitudes toward skincare
The findings highlight how changing social attitudes have shaped the needs of skincare consumers, Schroeder explains. 

“That points to a shift from traditional gender-based marketing to more inclusive approaches.”

The survey explored how attitudes to beauty and skin health differ by gender.However, she continues that for manufacturers whose products target either men or women, there are still some valuable insights on the selling points that will have the most appeal. 

“For example, we found that female skincare users were also more likely to target a healthy glow with 47% females stating this compared to 32% male respondents.”

Furthermore, the findings revealed that 30% of men, compared to 17% of women, were almost twice as likely to believe that exercise was crucial for maintaining healthy skin. 

Accessing skin health based on gender
The Lycored survey included 490 skincare consumer participants in the UK and France. It aimed to learn more about how views toward beauty and skin health vary by gender and age.

Female consumers were more inclined to seek radiant skin health (47% versus 32%). Most respondents (52%) stated it was crucial to see immediate results from their skincare regimen.

“The big take-home message is that men and women alike are highly focused on skin health and feeling good as well as looking good. So there are huge opportunities for skincare brands that focus on inclusivity and promote the ‘feelgood factor,” says Schroeder.

“We also found that, unsurprisingly, consumers are highly focused on visible results, so it’s easier to promote products with ingredients that are scientifically proven. For example, a recent study found that Lumenato, our golden tomato-based wellness extract, delivers noticeable beauty results for weeks.”

Shifting norms
Regarding how these findings were received, Schroeder adds: “What was perhaps most surprising was how much has changed – particularly in terms of gender and attitudes to beauty – since we last explored these issues with consumers.”

Women are more likely than men to see diet as crucial to skin health.In 2017 we found that a significant number of consumers (8% overall and 22% in the youngest age groups) believed that it was more important for men to look good than women. This time, that figure had nearly doubled, with 15% of consumers saying that looking good is more important for men than women, she explains.

“We also found that sustainability-related considerations are growing in importance as purchasing factors.”

A quarter (23%) of consumers (and over a third of those in the 18 to 24 age group) said it was important to them that skincare products are made from plant-based ingredients. Similarly, 22% (and 30% of 18-24-year-olds) said they would be influenced to purchase a skincare product made from sustainably produced ingredients.

Ingestible skincare
According to a previous Lycored study, the demand for ingestible products is growing as people adopt more holistic approaches to skincare. The company notes that “skinimalism,” popular in Asia, is becoming increasingly appealing to millennials.

Lycomato, a tomato extract from Lycored, was found to reduce MMP-1 secretion, an enzyme responsible for collagen damage, by approximately 50%. It may also aid in the restoration of pro-collagen secretion. Meanwhile, separate research disclosed the company’s Lumenato ingestible skincare ingredient could protect the skin from oxidation.

Lycored previously expanded its astaxanthin offerings by launching its algae-derived skincare supplement LycoAsta.

By Nicole Kerr