 |
skincare for men
In today’s culture, there is a newfound acceptance of men taking an interest in their looks and paying extra attention to their grooming. They are no longer considered effeminate when requesting skin care products by name. Today’s increasingly appearance and health-conscious man is starting to notice he is not immune to common skin concerns, and he wants to do something about them. In order to meet this new demand for men’s skin care, CosmeticCulture has kept two important factors in mind. The first is the unique physiology and skin conditions that men face, and the second is that the way men view products and treatments is different from the way women do.
Men’s skin physiology and concerns
Men’s skin is typically thicker and oilier than women’s, and our products reflect this. Men also generally prefer less fragrance in their products than female products tend to have. Shaving is often the factor that causes the biggest discrepancy in the skin care needs of men and women. Along with general irritation and razor burn that results from dragging a razor across one’s face every day, many men also suffer from pseudofolliculitis, a condition in which hair grows back into the skin, irritating the follicles and causing itchiness, inflammation and bumps. For these reasons, men need products that exfoliate the skin to help uncover ingrown hairs while simultaneously delivering soothing and hydrating ingredients that address redness, irritation and dryness.
Men’s views on skin care
Men are becoming more aware of wrinkles, acne and discolouration, and are realising they too can benefit from products that, in the past, have mostly been used by women. However, they also tend to focus on products that address specific problems they are currently having rather than choosing products that are preventative. Most male state that acne, razor burn and dryness are their only skin concerns. Due to this tendency toward a narrow focus on their needs, men often avoid caring for their skin until the damage has already been done, often in the form of acne scarring, wrinkles and discoloration.
Men are also surprisingly unaware of the importance of sun protection and typically don’t incorporate sunscreens with SPF into their daily regimen. Of course, nobody wants to add more tasks to an already busy schedule. Men are certainly no exception, and typically prefer easy, 1-2-3-step systems of products that make grooming fast, easy and efficient. They are particularly interested in products that do two things at once, such as combining acne and anti-aging formulas into one. With men, we understand that simplicity is best.
|
classifications of the male consumer
The following are three key types of men, as well as what they are typically looking for in skin care.
Metrosexual
Is an upwardly mobile male who is very interested in his appearance and grooming and is always willing to try a new product or spa service.
Übersexual
Is a man who is interested in his appearance and grooming, but tends to be more traditionally manly and rugged than the metrosexual man. The übersexual man is open to products and services, but often requires they be
presented in a masculine way with more manly names and packaging.
Traditional
Depending on his age, the traditional man is generally considered a non-skin care user, with the exception of soap, deodorant and shaving products. Once introduced to one or two products, usually through a female, however,
he can become quite a loyal user as he begins to notice the quality of his skin improve. Also important to note is that the traditional man is often more interested in health than beauty.
Age targets will further help to focus the best product or service to a male client. The following are three key age groups of men and some of their major skincare needs:
15–25
Acne on the face, chest and back are the most common concern for this age group. Their regimens should be kept simple — one to two products, starting with a cleanser and treatment. Deep-cleansing facials and back facials
should be kept to a 30 minute time frame.
25–40
This age group is most interested in grooming and relaxation. These men look for ways to get a close shave and leave their skin soft and smooth. They are more open to eye treatments and sun protection products than their
younger counterparts, as well as longer, more relaxing spa treatments.
40 and older
To stay competitive in the workplace, these men look for ways to improve their looks and reduce signs of aging. They are open to products and services that are problem and solution focused. Sun damage, broken capillaries,
wrinkles and eye puffiness are common concerns. This age category is often an ideal target for internal skin care supplements.
|
|
 |