Men invest in skin care to look good at work

By Guy Montague-Jones

- Last updated on GMT

Related tags: Male skin care, Baby boomer

Male skin care is the fastest growing product category in the
industry as men seek to get ahead at work by looking professional,
a recent study has found.

Posting 8.7 per cent growth in 2006, male skin care products stood well above the 5.6 per cent growth average for the industry as a whole, according to market researchers Kline. Developed markets experienced the highest growth, with the main driver for the male skin care category being the office bound professional whose smart appearance is vital to his career success. Canada's sales of male skin care products leapt 41.5 per cent, while European countries also experienced high growth rates. France led the way with sales growth of 21.5 per cent followed by Italy with 19.3 per cent. "Men of all ages are trying to look young in order to stay competitive in the workplace,"​ said Deirdre McNulty, project manager for Kline Europe. Supporting this analysis is the growth in the popularity of products such as moisturizers that that help the face look fresh, youthful and energized. "It is no longer considered exclusively feminine to moisturize,"​ McNulty said: "Manufacturers are heeding the call with products packaged and marketed specifically for men, including anti-ageing and wrinkle treatments that mirror women's lines." ​Recent market reports suggest that American men are under the most pressure to look good at work. A total of 31 percent of American men and only 10 percent of European men considered grooming to be important because they wanted to look professional at work, according to a survey of over 10,000 people worldwide by health care firm Allergan. A recent study commissioned by Crest Whitestrips found that during simulated job interviews 65 percent of the 80 participants were viewed to be more professional after having their teeth whitened. Another finding of the Kline study was that sales of male skin care products are being driven upwards on the supply side by an increase in the range of retail channels. McNulty said lines of male cosmetics were traditionally the reserve of luxury sellers, but that they are now available in supermarkets and chemists. The study also found that women were pushing the men of the baby boomer generation, who were traditionally adverse to the idea of using beauty products, to splash out on cosmetics. McNulty said: "Marketers have traditionally targeted the 20-40 age range, but are now going after the image-conscious baby boomers. These men have more money to spend on grooming and are encouraged to do so by the women in their lives."

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