Psychographics - Men 45-65
Males between the ages of 45 and 65 that use anti-aging skincare products are interested in a holistic approach to health, value convenience and results, and are generally interested in brands found at value retailers. A psychographic profile of interests, values, and brand affinities is presented below.
- 34% of American dads are interested in preventing the signs of aging, whereas only 23% of men without children feel the same.
- Men 45-64 are less interested in skincare. Only 11% of men 45-54 and 5% of men 55-64 are engaged with this industry.
- Product users are interested in a holistic approach to looking and feeling good, with 80% exercising regularly and 73% actively looking after their appearance. (Note the link to download the report can be found on the right side of the linked citaton. These instructions are provided as the site does not allow direct links)
- The top skincare issues Boomers and Gen Xers are interested in combating are fine lines and wrinkles.
- Gen Xers are interested in a social media presence and online communities.
- These Gen X consumers are interested in healthy living activities.
- Gen X values the return on investment in a product, placing more weight on results than extravagant claims.
- Baby boomers value convenience and products that will make life easier.
- Two-thirds of men value the health benefits of anti-aging facial care products.
- One-third of men value the confidence and sex appeal that anti-aging facial care products offer.
- Confidence seekers also value the brand status and how it reflects on their personal image.
- The brand Shiseido is targeting Gen X with its product line Essential Energy.
- Gen Xers and Baby Boomers prefer to buy their skincare products from value retailers, with 27.9% of Gen Xers and 28.4% of Baby Boomers preferring Walmart.
- Only 2.1% of Gen X men and 1.7% of Baby Boomer men buy skincare products from specialty retailers like Sephora and Ulta.
- Product users are more likely to use affordable brands on a regular (weekly) basis. One study found, on a weekly basis, 35% used Nivea, 28% used L'Oreal, and 17% used Clean & Clear or Garnier.
- Men that value the confidence boost from anti-aging facial care products are more likely to be users of the L'Oreal for Men brand.
- Men seek brands that have products with recognizable ingredients, with 52% choosing vitamins and 50% choosing aloe vera.
Market research, industry publications, and company reports were reviewed to find key brands and data points. The specific intersection of male, anti-aging skincare product consumer, and aged 45-65 had limited results. Common themes among these elements were identified to build a custom psychographic profile.