“Picture-perfect”: Social media and selfies drive shifts in men’s grooming trends

21 Aug 2023 --- The personal care market is evolving its commercial focus toward inclusivity to garner the attention of male shoppers. Changing fashion trends and cultural values have broadened the outlook, creating a demand for men’s grooming essentials such as beard wax, hair cream, skin care and even makeup. 

According to data from global market researcher Innova Market Insights, personal care product launches for men have increased globally, featuring a 3% year-over-year growth when comparing 2021 and 2022 launches.

Last year, the top category of global personal care launches tracked with “targeting men” was Fragrances (39%). Skin Care was at 15% followed by Hand, Bath & Shower at 14% and Deodorants at 13%.

In the same year, data suggests D-Allo-Ocimenol at 46% was the leading ingredient among global personal care launches targeting men. This is followed by limonene at 45%, glycerol at 31%, geraniol at 28% and citronellol at 26%.

In the same category, the top positionings of global personal care launches were Ethical – Packaging (30%), Long Lasting (27%) and Moisturizing & Hydrating (23%).

Personal care for men is undergoing an industrial shift, with skin health and appearance gaining priority.Camera-ready skin care
Research published in the International Journal of Research Publication and Reviews has revealed a shift in men’s perception of personal care, with skin health and appearance gaining priority. 

“The social media boom, which started with Facebook and selfies and evolved into Instagram, videos and other social media channels, has given rise to the most important brand: selfie promotion to build yourself,” the study authors argue.

“Selfies, dating online and the importance of looking camera-ready on demand requires a man’s skin care quality products tailored specifically to his needs.”

“Invisible” consumption
After a survey of 50 male respondents, the researchers found that men are more aware of or accustomed to deodorants and perfumes in the category of grooming products, followed by beard-related, skin care and hair care products.

The survey also revealed that celebrity endorsements can influence men to buy or use grooming products. 

The authors argue that men’s use of skin care products is often a discreet and “invisible” consumption. Drawing upon Goffman’s dramaturgy analogy, they emphasize the role of impression management and how men downplay their skin care practices, aligning with traditional gender norms. 

This phenomenon, they suggest, can be seen as a response to the competitive nature of modern society, where taking care of one’s appearance can be advantageous. It also reflects broader neoliberal ideals that encourage individuals to view their bodies as valuable resources for self-improvement. 

“We argue that men’s skin care usage is an ‘invisible’ form of consumption. It is clear that some men use skin care products but never tell anyone about it,” stress the researchers.Research suggests men’s use of skin care products is often a discreet and “invisible” consumption.

Shift in perspective
Personal Care Insights previously spoke to Caroline Schroeder, marketing communications manager at Lycored, about the company’s research to learn how views toward beauty and skin health vary by gender and age. 

The findings of the survey of 490 skin care consumers from the UK and France highlighted how changing social attitudes have shaped the needs of skin care consumers. “That points to a shift from traditional gender-based marketing to more inclusive approaches,” Schroeder explained.

Additionally, men’s personal care brand Blu Atlas, which Foundry recently acquired, was founded by Deep Patel to fill a market gap for clean and effective men’s skin care. 

Foundry, which already boasts a portfolio of brands, including Supply, a men’s premium razor brand, Stryx, a men’s cosmetics brand, and Craft & Kin, a home fragrance brand, took over Blu Atlas, believing the brand has the potential to reach US$100 million in sales over the coming years.

While men’s skin care and grooming is a rising trend in the beauty segment, it has not yet reached its full market potential, only cornering about 1% of sales in a US$511 billion industry, according to data gathered by Innova Market Insights.

By Radhika Sikaria