It use to be a rarity to see men shopping for their own skincare and hair products, but male grooming products have become so popular that even the term metrosexual” is becoming obsolete, according to market analyst Kline.
Originally coined for men taking a care in their appearance, rising demand for skin and hair care products means metrosexuals are no longer a niche group but the norm.
Men are increasingly using skin care products such as anti-aging creams, eye creams, energy-boosting serums, tinted moisturisers, blemish balms, and hand and body lotions as a part of their everyday routine,” consumer products industry manager Nancy Mills told CosmeticsDesign.
Hair care products are also gaining popularity as leading marketers such as American Crew, John Paul Mitchell Systems, Procter & Gamble and Unilever begin to offer a plethora of hair care products across relevant categories.”
Key drivers behind the recent growth include customers being more comfortable with the idea of male grooming, new products on the market, targeted male marketing campaigns, technologically advanced products and innovative packaging.
Products that are doing best are multi-functional, highly efficient and technologically advanced products. The Kline study found over a quarter of US men sometimes use face cream, while 20 per cent regularly use it.
