Men invest more in high-end skin care products: Study

Sales of men’s skin care products are on the rise as they are also growing increasingly concerned with looking good from head to toe and are willing to spend in high-end skin care, according to a study by market researcher NPD Group.

In the first seven months of the year 2012, compared to January through July of 2011, all men’s segments posted increases, with four categories surpassing the overall segment performance.

The segments, such as sets and kits posted a rise of 11%, while the body care division rose by 14%, the sun care sector has shown a growth of 27%, and the hair care segment posted 8% growth.

Facial care segment was the only category that could not outplay the total, but bagged the majority share of the men’s business, totaling 81% share.

According to the study, the facial care segment generated sales of $36.7m and increased 5% year-to-date 2012.

The NPD Group vice president and senior global industry analyst Karen Grant said as noticed in many beauty categories, products, such as facial moisturisers and eye treatments, can be found on the same shelves as basic bar soap and shaving cream.

"Many men are catching up to women with embracing the routine of a facial skincare regimen. The double-digit increase in sets and kits, which are often introductory products, is quite promising leading us to believe that more and more men are conquering the facial skincare frontier," said Grant.

The study has observed that top ten men care sub-segments, out of which six segments out-performed include facial moisturizers, which posted a 7% rise, eye treatment with a 16% growth, all other body products rose by 13%, body cleansers reported 16% growth, and all other facial care products have shown a 30% rise.

The study has revealed that for the first time in the previous four years, the sub-segment of age specialist, declined in both dollar (-21%) and unit growth (-25%).