Made For Men: Beauty’s Targeted Approach
Published 02 August 2023
The global men’s personal care market is worth $63.53bn (ReportLinker, 2023), with growth driven by diversified product offerings that cater for an escalating demand for newness. While unisex branding resonates with gender-fluid youth, shrewd male grooming companies are leaning into these consumers’ unique needs, providing tailored, men-friendly routines that speak their language.
Targeting Men’s Unique Needs
Easy & Fuss-Free
Turning Beauty into a Routine
Nearly all (87%) American men buy products “made specifically for men” (The Benchmarking Company, 2022), pointing to the success of brands able to identify and target the unique needs and concerns of their audience. Skincare in particular benefits from a differentiated lens, especially for melanin-rich skin, and grooming gets a boost with precision tools and facial hair care.
Nearly all (87%) American men buy products “made specifically for men” (The Benchmarking Company, 2022), pointing to the success of brands able to identify and target the unique needs and concerns of their audience. Skincare in particular benefits from a differentiated lens, especially for melanin-rich skin, and grooming gets a boost with precision tools and facial hair care.
Speaking men’s language, brands are increasingly touting a straightforward approach to skincare and grooming, with multifunctional formulas, curated products and personalisation at the forefront.
The typical grooming routine is transforming into a more nuanced ritual that better connects activities like cleansing the skin or spritzing a fragrance with self-care and wellbeing. Young brands are embedding this ideal into teens’ minds with fun marketing, and luxe independents are using the Instagram grid to sell beauty-centred aspirational lifestyles.
Made For Men: Beauty’s Targeted Approach
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