The global trends making over the men’s grooming market

The global trends making over the men’s grooming market

October 8, 2015
3 min read

Vivienne Rudd, Director of Global Insight, Beauty and Personal Care at Mintel, recently spoke at this year’s in-cosmetics Brazil about “the new beauty consumer.” Among the latest beauty trends is a focus on men’s grooming. Here, Vivienne highlights recent innovations in men’s grooming, sharing some examples of products that have recently launched around the world.

Interest in grooming is on the rise among Brazilian men. Mintel’s Men’s Attitudes to BPC Brazil 2015 report reveals that a quarter of Brazilian male consumers say they spent more time in 2015 looking after their facial skin than they did in the previous six months. Adding to this, 29% of men claim that they are spending more time looking after their hair compared to six months ago and young men aged 16-24 are spending more time removing or shaving body hair.

29% of men claim that they are spending more time looking after their hair compared to six months ago

Mintel research indicates a different trend taking shape among men in the US and Europe, with consumers showing a tendency towards keeping it simple. In the US for example, 86% of men prefer their daily grooming routine to be as simple as possible. The same goes for around half of German and Spanish men.

Segmentation is also another characteristic that is leading this market as the male consumer is on the look-out for specific products targeting particular skin conditions. Over one quarter of Brazilian men are worried about signs of ageing skin, while 22% are worried about oily skin. In the US, concerns are similar as 24% of men say they are worried about skin ageing and 17% about oily skin.

We take a look at the products that are reacting to these trends:





All-in-one. Japan. Lissage for Men Skin maintenizer: Designed for men in their 30s and 40s, the product combines the functions of lotion and emulsion to prevent roughness and gently firm the skin for a youthful appearance. Containing aloe vera extract and prune extract, it is available with rich moist and fresh moist variants







All-in-one. South Korea. Primera Men Organience All-in-One Essence: Said to provide the key functions to improve men’s skin, with anti-ageing, moisturising, energising, softening, soothing and whitening benefits thanks to horse chestnut, tiger nut and licorice






Segmentation and feminine formats. South Korea. Hera Home CC Cream SPF 35 PA ++: Essence CC cream said to care for both outer and inner skin to deliver a naturally healthy complexion, 24 hour sun protection and hydration, while softening rough areas, brightening dull skin tone, reducing sebum product and providing whitening and anti-wrinkle effects







Segmentation and feminine formats. Belgium. Power Pore Anti-Shine & Pore Treatment: Targeted pore treatment said to instantly help control surface oil for clearer, shine-free skin, while refining the look of enlarged pores over time and decreasing pore-clogging debris and reducing excess oil production








New shaving segment. US. Billy Jealousy Beard Control: Said to condition, smooth and style, offering a natural look with a light hold. Also claimed to condition and protect the beard, while softening ‘naughty’ curls





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