Men are fast becoming the ideal market for skin care supplements
A research report covered 480 consumers in the UK and France, surveying them on attitude towards male supplements for skin care, health and appearance.
The findings showed that three-quarters of men surveyed said the idea of taking a supplement for skin health or beauty was normal, compared to 58% of women. This suggests that men are significantly more open to the concept of ingestible skin care than women.
One explanation for this is that men are a lot less willing than women to spend time applying regular topical products, explains the report. 37% of the men surveyed said they want to spend less time on skin care regimens, compared to 28% of women.
The survey also found that men are no less likely than women to pay for quality products, with 26% in both groups spending more than £20 per month on skincare.
Male Grooming Growth
While the mainstream media has historically targeted women when it comes to beauty and grooming products, increased options for men’s personal care products are emerging.
Personal care and pharmaceutical companies have been selling male-focused personal care products such as razors or hair loss prevention pills for over a century. However, many of today’s brands are employing direct-to-consumer distribution and refreshed packaging to attract a new generation of male consumers who approach masculinity differently than previous generations.
Social media, including Instagram and YouTube, has enabled more communities and conversations around men’s grooming habits. For example, beauty brand Glamglow (which is famous for its face masks) has taken advantage of social media to engage men by using the hashtag #menwhomask accompanied by photos of men wearing the company’s products. The brand also has launched male influencer partnerships with the first official face of the brand — actor and model Nick Bateman.
“Boy beauty” and gender-neutral makeup support this new market of male-focused beauty products. Companies like Asos, Calvin Klein, Yves Saint Laurent, Clinique, and others offer makeup for men while start-ups like Context and incumbent brands including MAC, Tom Ford, and Marc Jacobs have launched gender neutral makeup lines. To cater to this trend, beauty incumbents such as Maybelline and Covergirl have also announced male brand ambassadors.
50% of men within the UK believe that facial skincare products with natural ingredients are better for their skin. With consumers becoming more aware of the benefits of male supplements and consuming beauty from within supplements to nourish from the inside out, more than 60% of the population look for supplements including antioxidants for healthy skincare.
More and more magazines and lifestyle websites aimed at men are advertising the health benefits of taking regular supplements, a duty of which wives and mothers would encourage men to do.
From hair health, multivitamins and reproductive health, the market for male supplements is seeing new products daily outside of the sports nutrition segment.