Men who use personal care products believe guys are sexualised in adverts

One in five men who use personal care products believe men are as sexualised as women are in ads, according to market analyst Mintel’s new Men’s Personal Care US October 2016 report.

20% also think men are stereotyped in adverts for these products but 35% admit they do not pay attention to ads, with the figure rising to 48% for dads, the report found.

Making men laugh seems to be the key for advertising with a third of those surveyed stating they prefer advertisements that are humorous, especially as one quarter feel that the male models, celebrities and athletes used in ads do not represent them.  

Researchers discovered that millennial men who use personal care products are especially likely to want to see authenticity, preferring ads that feature someone they identify with (25%).

43% of men shave every day but with the beard trend still in full swing only a third (35%) of millennial men are shaving daily, the report found. More than a quarter of this group state they take the time to ensure their beard or stubble looks neat compared to just 23% of all men.

Black men are the most likely to have well-maintained facial hair, with 48% having facial hair, and 29% saying they ensure it always looks tidy. This demographic is also more likely to feel self-conscious if their skin isn’t clear (21%) compared to just 16% of male consumers overall.

Research also revealed that only one third (32%) of men know their skin type. One fifth (21%) say their face looks fine without using any products while 11% admit they worry about wrinkles.

However, one in five consumers who are dads use personal care products to look younger compared to an average of 13% of all male users, while 29% use them to express their lifestyle compared to 13% of men who are not fathers.

“Today’s men may tune out generic or generalised advertising, but featuring men across a variety of ages, body types or styles could make male spokesmen more relatable, as men prefer to see someone they can relate to that isn’t photoshopped,” said Rebecca Cullen, home and personal care analyst at Mintel.

“Brands and retailers will need to constantly adapt to appeal to the diverse male population, which spans beyond physical characteristics and race, but also sexual orientation, disabilities and even life ambitions.”

The men’s personal care category in the US is expected to reach sales of $4.4bn in 2016, with the sector's sales growing by 15% from 2011–2016. To find out more about the report, click here.