Exclusive interview

Aesthetic treatments is the latest space for male beauty

By Natasha Spencer

- Last updated on GMT

Aesthetic treatments is the latest space for male beauty
Sharon Kwek, Senior Innovation and Insights Analyst of Beauty and Personal Care at Mintel notes that as “masculinity is changing”, this is creating prime opportunities for male grooming brands to innovate their product formulations.

How have perceptions around male beauty changed?

Traditionally when we think of beauty, women and the association with vanity are some of the first things that come to mind. In a typical world, beauty belongs in the realm of women.

For men to tap into the use of any beauty and personal care product beyond the standard shower gel or shaving product would be deemed too girly.

However, as the male grooming space grows, masculinity is changing and men who bother to take the effort to care for their appearance are seen as well-groomed.

There is definitely more positivity in how male beauty is perceived today, neutralising the previous associations tied to male grooming. It is no longer considered weird for men to use moisturisers or sheet masks.

What has driven this new way of thinking?

The desire to achieve a healthy mind and body, and overall healthy lifestyle, contributes to this new thinking.

As Mintel’s Global Beauty & Personal Care 2018 Trend ‘My Beauty, My Rules’​ highlights, there are no rules or definition to beauty, and people respect those who take care of themselves well both physically and emotionally.

The different cultures within Asia-Pacific are key drivers for each country’s male grooming space and the innovations that are introduced to the market.

Some of this would include whether men in a particular country favour a rugged, bearded look, or a clean-shaven ‘metrosexual’ appearance.

Education and information play a role as well. Information is infinite and everywhere; one can now easily find out what things need to be handled and where they can get them done.

What innovations is this likely to encourage? 

Male consumers are often more straightforward in terms of the kind of products that appeal to them and what they are looking for. Key factors like convenience, simplicity and multi-functionality will continue to expand and drive innovation.

The industry has seen the rise of sheet masks for men and we can expect masks, in different formats, to penetrate other categories, such as haircare for men.

While the grooming routine for men remains simpler in comparison to many women, men are seeking more sophisticated products that offer precise solutions for their skin types.

Why do you believe male grooming will now reach the premium marketplace?

This creates a perfect space for derma skincare, which will allow men to get a skin care diagnosis and then address particular skin problems with a tailored regime that will be worth their time and money.

This option offers clearer guidance on the products to use, keeping the routine easy yet precise. Beyond product innovations, beauty services for men can be expected to grow.

More men are jumping onto the aesthetics treatment bandwagon to look their best and care for their skin.

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