Men’s Grooming: Innovation & Trends targeted at Men

June 3, 2013
3 min read

According to latest research from Mintel, Men’s grooming is growing at a healthy pace. While the category is still dominated by Asia, western countries are participating to the rise of the category too with strong sales in the US.

The boom in men’s grooming comes from the fact that men are taking more of an interest in their personal appearance and have grown comfortable using beauty products, going beyond the basic daily grooming routine to integrate a skincare regimen.

In South Korea, effeminate beauty standards are commonly accepted amongst men while Western men remain hesitant to embrace a skincare routine. Looking at product practicality rather than speaking to male vanity is key to attract the large audience.

Time saving, multi-functional and practicability

Sothys beauty product

Because men spend limited time to get ready, products that promote ease of use and multi-functionality appeal to them. As a result, men’s grooming products are blurring the boundaries between categories.

Aftershave and shaving products, for example, go beyond classical soothing and anti-irritation claims to include hydration and anti-ageing properties. Sothys Homme Softening Shaving Foam energises, chases away fatigue, detoxifies the skin and helps slow the appearance of ageing. Similarly, skincare products include aftershave properties. Lierac’s Premium Integral

Lierac men product

Anti-Ageing Fluid is said to offer a complete response to men’s skin concerns, providing anti-wrinkle, firming, anti-fatigue and soothing post-shave properties.

Makeup for men is mainly restricted to Asia, but Estee Lauder’s Lab Series has edged into this area in the US and Europe. The brand describes its BB Tinted Moisturizer SPF 35 PA+++ as a multifunctional corrective and restorative treatment, providing 10 vital benefits to leave skin toned, firm, looking even and brighter, with a reduction in redness, shine, pores, lines, wrinkles, and sagging.


Biotherm men product

Face serum enters the masculine landscape


A standard in feminine skincare, serums have gradually entered men’s skincare. Offering lighter texture, with concentrated formulas for maximum results, brands are presenting serums as an ideal solution for male skin. Biotherm Homme’s Force Supreme Youth Architect Serum is designed to firm and revitalise the skin, refine texture, smooth fine lines and instantly provide a luminous and toned complexion while Shiseido Men Active Energizing Concentrate Serum is claimed to lift, reshape, minimise the appearance of fine lines and visible pores, and keep the skin hydrated for 24 hours.



Visit the Mintel Beauty Team at Beyond Beauty Paris to find out more

Mintel is the official partner of the Beyond Beauty Lab at Beyond Beauty Paris 2013 (9-11 September, Paris), offering twice daily demonstrations of the latest product innovation targeted at men.

To find out more, visit//

Ina Woitalla
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