The dispensation of the stigma attached to male grooming has been reflected in a steady rise in sales figures, with new research showing cosmetic consumption has risen among male consumers.
According to CosmeticsDesign, the market for men’s toiletries in the US is currently valued at US$2.4 billion, which is an increase of $222 million since 2006 at current prices.
Market researcher Mintel attributes the increase in sales in recent years to successful marketing campaigns, as well as a renewed interest by men to keep their competitive edge in the workplace and beyond.
Not surprisingly, men aged 18 to 44 are more likely to use hair styling products and facial cleansers, while those aged 25 to 34 are more likely to use moisturisers, creams or lotions.
