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How to market anti-ageing to men? In the UK less is more

By Andrew McDougall+

31-Jul-2014
Last updated on 31-Jul-2014 at 20:09 GMT

How to market anti-ageing to men? In the UK less is more

UK men want products to be marketed simply without a lot of adjectives or hype around ‘anti-ageing’ or ‘rejuvenation’ and marketing these products should follow this message.

A recent study by research firm Affinnova found that men want fewer individual products and more multi-functional products like a 3-in-1 shaving cream, aftershave and facial moisturiser.

It also found that British men of all ages were turned off by any and all mentions of ‘anti-ageing,’ ‘age reversing’ and ‘rejuvenating.’ This was especially important for product name.

When it comes to what they want the product to do for them, British men again avoided age related concerns such as ‘removing wrinkles’ and widely opted for benefits that protected their skin from the sun.

Using Affinnova’s optimization technology, male consumers evaluated 88 million unique skin care concepts consisting of different product options, ingredients, lifestyle imagery, benefits and reasons to believe.

The results suggest that personal care manufacturers should explore these trends and opportunities more fully to capitalize on consumer needs.

Opt for vitamins

When it comes to the ingredients in men’s products, men in the UK were slightly more open to natural substances; though their most preferred concept featured ‘Vitamins B and E.’

The multifunctional trend is also apparent in the UK with most men describing them as ‘ideal’ and opting for a shaving cream with aftershave and skin cream.

Affinova also notes that it is worth making the distinction between genders when it comes to facial and anti-ageing products, such as products like Dove for Men, L’Oreal for Men, and Nivea for Men.

Surprisingly, maintaining confidence and sex appeal were not the primary benefits men seek in anti-ageing facial care products. Instead, men in the UK most preferred concepts that centered on “feeling and being healthy.”

Attention

Affinova believes that when it comes to grooming, men are starting to invest more time, attention and money than ever before.

The men’s personal care market hit $3.9 billion last year and NPD Group’s Karen Grant says, “Men have become increasingly conscious of the perks associated with looking good and they have a heightened awareness that looking good may provide them with an advantage in the workplace, as well as their personal lives.”

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