International market analysis agency Mintel has reported that almost half of US male customers use beauty merchandise. The info supplies insights into the altering panorama of the cosmetics and sweetness business within the US males’s grooming sector. Because the business bears witness to a dramatic shift in shopper attitudes and behaviors, the analysis reveals that conventional stereotypes surrounding masculinity are being challenged and are giving option to a extra various and inclusive market.
We spoke to Carson Kitzmiller, Senior Analyst, Magnificence & Private Care at Mintel, to be taught extra about Mintel’s analysis on the evolving preferences and habits of male customers within the US. Kitzmiller offered insights into what the information reveals: a paradigm shift in shopper conduct and the components driving these modifications, starting from elevated social media publicity to a rising emphasis on holistic wellness.
Kitzmiller’s skilled profession consists of expertise at private care product retailer Tub & Physique Works, roles within the magnificence contract manufacturing business, product growth and venture administration, and, most just lately, with Mintel’s magnificence and private care classes within the US market.
Information sourcing & key takeaways
To supply and analyze the information used to tell Mintel’s latest studies, “Mintel commissioned unique shopper analysis via Kantar Profiles to discover shopper consumption and attitudes towards coloration cosmetics” and was “chargeable for the survey design, information evaluation, and reporting,” mentioned Kitzmiller. Surveys had been carried out on-line in November 2023 “amongst a pattern of two,000 adults aged 18+ with entry to the web,” she shared. Respondents had been chosen “by gender, age, family earnings, area, race, ethnicity, and parental standing in order that they’re proportionally consultant of the US grownup inhabitants utilizing the web,” she defined.
Relating to key takeaways from Mintel’s Colour Cosmetics—US—2024 Report, Kitzmiller started, “Topline information does showcase sturdy utilization in no less than some kind of make-up use amongst males, with this being considerably pushed by youthful males aged 18-34 who’re experimenting with the class.”
The info demonstrated to analysts that “curiosity and utilization in additional impartial or ‘pores and skin mimicking’ product varieties with youthful males prioritizing their spend on merchandise like facial powder, concealers and bronzers,” she said, including that whereas “actually there are some which can be experimenting extra closely,” nearly all of male customers on this class “are utilizing these merchandise to assist in impartial appears to be like that showcase healthy-appearing pores and skin.”
Nevertheless, Kitzmiller additional clarified that she believed “the larger story is that the male demographic is increasing their routines to transcend hygienic classes like physique cleaning, haircare and deodorant, enlisting the help of buzzing classes like facial skincare and hairstyling merchandise in a brand new manner.”
This conduct is indicative of “a larger openness to gender impartial behaviors, an emphasis on self-expression via BPC use and an expanded definition of masculinity,” she defined, which “have laid the groundwork to be used throughout all BPC segments, with these modifications reflecting a larger societal transformation in direction of larger acceptance and understanding of various identities and experiences.”
In a extra common sense, she continued, the information confirmed that throughout all magnificence and private care product classes, “shifting attitudes towards taking delight of their look, gaining information about their distinctive pores and skin/hair wants, and the macro definition of masculinity taking a brand new kind have impacted male BPC customers.”
These shifting attitudes have resulted in male customers who now “discover, experiment, and align with manufacturers which have related values, utilizing these merchandise and types to assist specific themselves to the world,” mentioned Kitzmiller. “This new mind-set and behaving is being ushered in by youthful, technologically savvy generations like Gen Z and Gen Alpha.”
A further key takeaway from the latest Mintel surveys is the discovering that “buy influencers throughout private care classes amongst male demographics are a bit nuanced in comparison with feminine demographics: extra so, they worth premium manufacturers, skilled suggestions, pure substances and eco-friendly attributes at a better clip,” she added. Amongst these nuances is the understanding that “whereas efficacy continues to be a precedence, these attributes that showcase a model’s values have gotten extra essential for this group as they search belief, security and validity from the manufacturers and merchandise they use,” she mentioned.
The info evaluation additionally revealed some shocking outcomes for the Mintel crew, such because the discovering that “even with reported beauty use, eight in ten male beauty customers aged 18-34 choose to spend extra time on their skincare routine over their make-up routine,” Kitzmiller shared, which “additional reveals an even bigger shift in direction of an openness throughout all BPC segments.”
One other shocking discovering was that “eight in ten male beauty customers say their aim is to put on the least quantity of make-up attainable, which can be highlighting beauty utilization as a option to cowl imperfections as they work towards wholesome pores and skin,” she added. “This sentiment is fairly much like that of feminine beauty customers,” she defined, “and males are simply including cosmetics into their software belt of choices simply as girls are to specific themselves to the world,” which was an surprising revelation in male shopper conduct.
Most important perspective shifts in direction of magnificence & private care
Essentially the most influential shift in male shopper conduct in cosmetics and private care is the elevated demand for personalised merchandise and help. “As males develop more and more aware of their distinct pores and skin and hair care wants, the demand for personalised merchandise that handle these particular considerations is rising, mirroring traits noticed within the feminine magnificence and private care market,” mentioned Kitzmiller.
“A good portion of males now search out private care objects designed with their distinctive necessities in thoughts,” she defined, “indicating a shift away from mere performance and perfume in direction of extra custom-made options.” Additional, she added, “skilled recommendation is of explicit curiosity amongst youthful generations, giving validity to make use of via a customized {and professional} lens.”
A second space the place male shopper attitudes shifting towards cosmetics and private care merchandise are making a notable influence is social media and peer influences. “The affect of social media and digital tradition can’t be understated in shaping these new attitudes,” said Kitzmiller, as “younger males at the moment are uncovered to a big selection of views and narratives that encourage a reevaluation of conventional masculinity.”
Due to this fact, she continued, “this publicity fosters a tradition of experimentation and openness, permitting people to discover completely different aspects of their identification with out the constraints of inflexible gender roles.”
A 3rd space of serious influence is premium merchandise and types, that are shifting higher to satisfy the pursuits and calls for of youthful male customers. “Males’s curiosity in premium private care is pushed by an consciousness of how high quality merchandise considerably profit their well-being,” Kitzmiller shared, and “they worth high-quality, tailor-made formulations that enhance each look and well being, displaying a choice for long-term benefits over fast fixes.”
This alternative emphasizes a migration “in direction of sophistication, effectiveness, and moral values in private care,” she mentioned, and “premium manufacturers that present confirmed advantages and uphold sustainability are notably engaging to males devoted to a considerate self-care routine, showcasing a dedication to each private and environmental wellness.”
A closing space significantly impacted by male shopper perspective shifts within the magnificence and private care sectors is the rising recognition of holistic wellness routines. “The marketplace for males’s skincare and grooming is experiencing strong progress, fueled by people who prioritize well being and contemplate grooming an integral a part of their wellness routine,” Kitzmiller defined, including that “this motion in direction of embracing magnificence in a extra inclusive method displays a major change in societal perceptions, establishing self-care as a follow embraced by all.”
Additional, she continued, as “the significance of choosing merchandise with helpful substances and clear, optimistic claims grows,” the cautious decisions now being made by male customers on this house underscore “a dedication to wellness, highlighting the need for merchandise that meet well being requirements and align with private values,” in addition to “a conscientious strategy that goes past floor care, aiming for total well-being.”
Predictions for the way forward for male customers, magnificence & private care
Transferring ahead, Kitzmiller said, “though their routines might not be totally established, Gen Alphas’ magnificence and private care behaviors and pursuits have already begun, even amongst teen boys.” Contemplating that “the strategy of youthful generations in direction of magnificence and private care merchandise is profoundly formed by social media and peer influences,” she defined, there may be, due to this fact, a rising “mindset that embraces experimentation” in addition to “a noticeable shift in direction of discussing grooming practices overtly with pals and a real curiosity in enhancing private care experience.”
In consequence, she continued, “the aim of non-public care routines has advanced past mere hygiene – for the youthful cohorts, these practices function avenues for rest, self-expression via their look and selection of manufacturers, and as a method to foster social connections and standing.” Due to this fact, “that is one thing that has been fairly widespread amongst feminine demographics, however will proceed to extend amongst new male customers, too,” Kitzmiller concluded.
