More men dabbling in skincare products
Sales of high-end cosmetics for men grew 9 percent in 2012.
Makeup — it’s not just for women.
“Men are the No. 1 target in the beauty industry right now,” said Michele Probst, president and founder of Menaji Worldwide, which sells men’s skincare products.
Guys are increasingly dabbling in moisturizers, eye treatments and sun protection, according to The NPD Group. In the U.S., sales of high-end skincare products aimed at men grew 9 percent in 2012 — a significant portion of a $3.4 billion prestige skincare industry.
“We do see the younger generation is more inclined to use facial skincare products,” said Karen Grant, vice president and senior global industry analyst for The NPD Group.
The strongest growth has been men ages 18-34, Grant said. However, only 25 percent of men use skincare products for the face.
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“Most men, what we find, they don’t necessarily know that they have a problem,” she said.
But once guys are introduced to a product they like, they can be very loyal customers.
“Once they start to use it, 75 percent will buy it for themselves,” Grant said.
Along with Menaji, a number of companies offer skincare products for men, from KenMen to The Men Pen, which conceals blemishes. But the “M” word — makeup — is a big no-no in the industry.
“Color correctives,“ said Probst.
The recent recession, along with the rise of the Internet — which makes it easy for men to buy beauty products — has also contributed to the trend, Probst said. She also finds that anti-aging products are increasingly popular.
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“You’ve got men in their 50s who have lost their jobs,” she said. “And they’re competing against women or men half their age.”
The goal, Probst said, should be a well-groomed, healthy look so that men can put their best face forward.
But guys also might benefit from a lesson or two in proper application.
In response, celebrity makeup artist Charlotte Tilbury recently released a YouTube video in which she shares “undercover” grooming tips for guys.
“It’s no longer taboo for men to wear skincare or beauty products,” she said.
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