New consumer research from market analyst Mintel states that over six in 10 (63 per cent) of these younger men believe that it is not necessary to be clean-shaven to look well-groomed, with 42 per cent admitting that they don’t like shaving and that they put it off for as long as possible.
Head of Beauty and Personal Care Insights at Mintel, Vivienne Rudd, also explains that one of the reasons younger men are unwilling to shave may be razor burns due to their more sensitive skin.
Skin irritation a problem
According to the research, post-shave skin irritation seems to be a common complaint for younger men, with half of those aged 25 to 34 complaining about it.
Mintel also claims that the poor economic climate and fierce price competition coupled with changing male attitudes towards facial grooming have slowed down the market for shaving products compared to last year.
“One of the reasons the sector is experiencing a decline in frequency and volume of usage is that younger men, particularly those under the age of 34, are increasingly likely to shave no more than twice a week,” adds Rudd.
Economic worries
Furthermore it appears men are looking to save money where they can with 37 per cent admitting they use as few men’s grooming products as possible for this reason.
This extends further with half of men in the UK saying they are more likely to try a new shaving product if it is offered in a free sample.
“With the recent recession, consumers are increasingly searching for bargains. The large grocery retailers offer price discounts on branded male grooming products and consumers who shop for their grooming products in these stores often do so because of the convenience factor, incorporating their grooming purchases into their regular grocery shopping,” explains Rudd.
“These consumers are therefore less likely to stop and browse, or to pay attention to product claims or benefits. They are more likely to purchase products which offer multiple uses or time-saving features.”
Facial grooming for a cause
At this time of year, in many countries across the world, facial grooming takes centre stage as many men get involved in ‘Movember’.
During November each year, Movember is responsible for the sprouting of moustaches on thousands of men’s faces in the UK and around the world. The aim of which is to raise vital funds and awareness for men’s health, specifically prostate cancer and other cancers that affect men.
Here at Cosmetic Design towers we too have got involved in the growing of a moustache along with other colleagues based in the WRBM SAS office. To help raise funds for this cause and perhaps laugh at our new look please click here or share your own campaigns with us on Twitter @CosmeticsDsgEU