Skin care that addresses the effects of aging has become increasingly important to male consumers in the US. And it’s that need the company aims to meet: "Many grooming lines don't consider how fundamentally different a man's skin is compared to a woman's," said Darnell Henderson, the company’s founder.
Age revering ingredients
The H.I.M.-istry shaving products incorporate ingredients that act on several consequences of aging skin. Skin discoloration is meant to be counteracted by Vitamin C, DNA damage by COQ10, and oxidative stress like wrinkles by Green Tea.
The company’s new skincare system will launch with two anti-aging shave sets, a three-product version with a wash, shave cream, and moisturizer, as well as a four-product version that includes After Shave Restoring Pads too.
Action on the supply side
Ingredient suppliers are seeing the men’s grooming market expand and are not waiting to get fully involved. This is an endorsement of the market’s potential and a good sign for manufactures and brands.
“As we move in on this market, we have taken the time to understand the strategies that the major manufacturers have undertaken to try and target the men’s grooming market,” Paul Washlock, Evonik’s VP of personal care in North America, told Cosmetics Design this summer. Evonik is a prominent global specialty chemical supplier serving the personal care industry among others. The company prides itself on being ready to meet the trends of the future.
“Although the majority of males continue to stick with their traditional grooming routines, many are starting to show a distinct interest in developing these routines, making them more sophisticated, which is translating into the purchase of more varied products,” Washlock explained.
UK men are seeking multi-functional products (rather than separate items) that work as a shave cream, aftershave and moisturizer, according to a study out this summer from Affinnova, a research firm. The study also noted that men were deterred by products that included “anti-aging,” “age reversing,” or “rejuvinating” in the name.
H.I.M.-istry recognizes the challenges as well as the opportunities of marketing beauty products to men in the US. “Men skincare has also been popular these days.…The skins of men are thought to be tougher due to their increased testosterone. Most lotions and cleansers for men are tougher and stronger to reach their deeper pores. While the market for men has widened considerably in recent years, there are still a lot of men hesitant to try out specified products,” according to a post on the company’s blog.