Male Skincare Consumers

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Male Skincare Consumers

The primary concerns of men who purchase clean/green skincare products are to maintain and improve their appearance in a way that is healthy and safe for them and the environment. They are looking for brands that are transparent with their ingredients while offering a fair price and practicing social and environmental responsibility. This cohort engages in a lot of influential discussion regarding product preference, and are more likely to engage via Facebook than Instagram. They are particularly responsive to video.

Consumers of green/clean skincare are mostly adult millennials with higher income levels, and are more likely to be Asian, African American or Hispanic in terms of race. Most of these consumers are college educated and have no kids. They tend to be located in coastal regions, especially in the east and west U.S. A deep dive into these findings has been presented below.

Psychographics of Men Who Purchase Clean/Green Skincare

Primary Concerns:

  • 25% of men over the age of 13 say they prefer personal care products that are made with natural and organic ingredients.
  • The top three reasons men report using skincare and beauty products are as follows: softening and nourishing hair, reducing signs of aging, and moisturizing and nourishing skin.
  • A survey about natural skincare products in which the respondents were 34% male found that 78% of respondents learn towards healthy living. This same survey found that environmental awareness influenced the purchasing decisions of 86% of participants.
  • A survey of over 4,000 natural and organic personal care product consumers, including men, found that 74% of respondents choose these types of products because they believe these products are healthier for their bodies.
  • This same survey found that 55% feel better about buying natural/organic products, 40% think they are better for the environment, and 37% don't want chemicals on their skin.
  • The skincare products used most by men can shed some light on what their primary concerns are with regard to their personal skin hygiene. The most commonly used products among men are body lotion, facial cleanser, and face/hand cream.
  • A survey of over 12,750 men found that one-third of millennial men use beauty products to make them look better.

What They Look for in a Skincare Company:

  • Skincare products that are organic, vegan, and chemical-free have been gaining momentum in the male skincare market. These trends are expected to drive the natural cosmetics space for men.
  • The top 10 natural/organic brands that men currently use or have tried are as follows: Aveeno, Burt's Bees, Aveda, Tom's of Maine, The Body Shop, Honest Company, Seventh Generation, EOS, Origins, and Kiehl's.
  • Older consumers in this cohort tend to be more skeptical regarding the effectiveness of natural/organic skincare products, so they are likely to be looking for those that are highly rated or proven in this area. However, in general, consumers of natural products are willing to choose a "less effective natural cosmetic instead of a normal cosmetic" (57%).
  • When choosing a product to buy, the top considerations of men are as follows: price, product reputation, product claims, and ingredients.
  • A survey about natural skincare products in which the respondents were 34% male found that 70% of respondents are "willing to pay extra for a natural cosmetic made of natural ingredients, and 68% of participants are similarly willing to pay extra for a cosmetic in packaging made of natural material."
  • Cost is a key consideration when choosing whether to buy organic/natural personal care products, with 61% of consumers in general reporting this is a key reason why they don't buy them.
  • A survey of over 4,000 natural and organic personal care product consumers, including men, found that 91% of respondents say they expect brands to list all ingredients clearly on the packaging and website, and that this was a key consideration when it came to deciding which brand to purchase.
  • This same survey also noted that these other brand factors were noted as of key importance among this cohort: not testing on animals (82%), eco-friendly (76%), pays a fair wage to staff (72%), socially and environmentally responsible (71%).

Engagement with the Industry:

  • According to Kiehl's, a natural skincare brand that is wildly popular among men, the brand sees a much higher rate of conversion on Facebook, while they find that male consumers are less likely to engage on Instagram, where they note that men are prone to simply scrolling.
  • A 2017 study found that millennial men in particular are "likely to engage in online and offline conversations to influencer others in their beauty product choices."
  • "Millennial men are 69% more likely than men overall to be influencers in the beauty category."
  • Leading skincare brands have long relied on video as a key method of engaging the male demographic.

Demographics of Green/Clean Skincare Consumers

  • Natural/organic skincare key players include Burt's Bees, Kiehl's, and The Body Shop. These brands have been examined using the Numerator database to gain a demographic understanding of their consumer base.

Age:

  • "Among women ages 25-34, 43% said they preferred personal care products with natural organic ingredients, versus 38% at ages 13-17, 39% at ages 18-24, 40% at ages 35-49, 37% at ages 50-64 and 32% at ages 65+."
  • "For the men, the least amount of interest came at ages 13-17 (20% preferred personal care with natural/​organic ingredients) and 65% (also a 20% preference), while men ages 18-24 and 25-34 both showed 33% had a preference to personal care products with natural/​organic ingredients."

Income:

  • The Body Shop: The majority of consumers have incomes above $40,000 per year.
  • Burt's Bees: The brand is popular among all income levels, but is most popular among those with an income above $80,000.
  • Kiehl's: This brand is most popular among those with an income above $60,000.

Race:

  • "Caucasian consumers are the least concerned about beauty and personal care products being organic/​natural, but Asia women are must more interested. Fifty-five percent of Asian women said they prefer personal care products with natural or organic ingredients, compared with 35% of Caucasian women, 42% of Hispanic women and 46% of African American women."
  • "For the men, just 21% of Caucasian men said they prefer personal care products made with natural organic ingredients, while 36% of Asian men reported this preference, 31% of Hispanic men did, and 38% of African American men did."

Education:

  • The Body Shop: The majority of consumers have a college or advanced degree.
  • Burt's Bees: The majority of consumers have a college or advanced degree.
  • Kiehl's: The majority of consumers have a college or advanced degree.

Family Status:

  • The Body Shop: The majority of consumers have no kids.
  • Burt's Bees: The brand is popular among both family types (kids vs. no kids) but shows a higher majority among those without kids.
  • Kiehl's: The majority of consumers have no kids.

Location:

  • The European market holds the largest share of the global natural cosmetics market, with demand largely concentrated in Germany, Spain France, Italy and the U.K.
  • Searches for organic skincare on Google in the U.S. are most concentrated in the following states: Idaho, Oregon, New York, Washington, Colorado, Arizona, California, Florida, Illinois, and Connecticut.
  • Searches for natural skincare on Google in the U.S. are most concentrated in the following states: New York, Oregon, Washington, Colorado, California, Connecticut, Massachusetts, Tennessee, and Virginia.
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