An online questionnaire conducted by L’Oréal UK in November last year revealed the changing perceptions of male grooming and its effect upon purchasing habits.
L’Oréal claims that the 1,013 men surveyed constituted a nationally representative sample of the population, coming from different regions, social classes and age ranges.
New generation of British men fuelling growth
The report revealed that driving the market is the emergence of a new British male stereotype, the ‘Retrosexual’ male who is ‘reclaiming old-fashioned values while proudly incorporating personal grooming’.
Fifty six per cent of men surveyed claim to use cosmetics products as part of their daily routine, with one in three men claiming to spend more than £10 a week on toiletries and grooming products.
When questioned about which items men used that they could not live without, topping the list were shampoo (82 per cent), artificial tan (67 per cent) and sun protection (65 per cent).
However, despite the increase in male grooming products, men are continuing to use products designed for women (39 per cent), the survey found.
Anti-ageing is the key driver
According to the managing director of L’Oréal UK & Ireland, Pierre-Yves Arzel, anti-ageing products are the key driver in the male grooming market.
“We know from the report’s findings that ageing is not just a female concern and that a growing number of men are looking to cosmetics to help present a more professional image in times of economic uncertainty,” he said.
Improving skin appearance seems to be a key concern for men. Fitting in with this, L’Oréal says its Hydra Energetic moisturiser, which claims to fight the signs of fatigue, is its number one male grooming product, selling more than half a million units each year.
L’Oréal has recently launched the latest addition to this range, the Ice Cool Eye Roll On, which is claimed to combat the appearance of dark circles and under eye bags.
L’Oréal innovations inspired by female products
Arzel cited this and Touche Éclat for Men as examples of products that have been developed using other L’Oréal innovations, the success of which is expected to lead to further activity in this area.
“The Touche Éclat for Men concealer is L’Oréal’s first ‘make-up’ cosmetic for men and its success is testimony to the growing acceptance of men’s cosmetics products,” he said.
“As acceptability grows further, we anticipate many more innovations inspired by the female cosmetics sector,” he added.