S01 Ep20

Real men use moisturiser: When will the male beauty industry get it right?

While male grooming is on the rise, most men’s bathroom cabinets are still a barren wasteland, occupied by only generic moisturiser, sad deodorant and a razor. Is that because men are not being catered for or because they simply don’t care? Either way, the potential of the male grooming category isn’t fully being met. Brands have an opportunity to stand out by going beyond the stereotypes of ‘masculine’ packaging and messaging, and athlete endorsements. Meanwhile, inclusive and genderless messages around body positivity, self confidence and mental health could resonate more than promises of strength and sex appeal.

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While male grooming is on the rise, most men’s bathroom cabinets are still a barren wasteland, occupied by only generic moisturiser, sad deodorant and a razor. Is that because men are not being catered for or because they simply don’t care? Either way, the potential of the male grooming category isn’t fully being met. Brands have an opportunity to stand out by going beyond the stereotypes of ‘masculine’ packaging and messaging, and athlete endorsements. Meanwhile, inclusive and genderless messages around body positivity, self confidence and mental health could resonate more than promises of strength and sex appeal.

Meet the Host
Andrew McDougall
Associate Director, Mintel Beauty and Personal Care
Meet the Guests
Alex Fisher
Associate Director of Beauty & Personal Care
Margaux Caron
Global Beauty Analyst
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