Continued growth for men’s prestige skincare market in the UK

Sales of men’s skincare products in Britain increased by 4.4% last year – with the prestige skincare market for men worth £25m in 2012. This compares to a decline in the same category across three of Europe’s other key markets, with the male skincare market declining by 11.3% in Spain, 8.8% in France and 4.4% in Italy. 

 

The most popular personal care product among British men, countrywide, is aftershave, followed by moisturisers, facial cleansers, hygiene products and face exfoliators. Regional variations are discernable however. Moisturisers topped the sales list in four of the nine categories into which the country was divided; London, the North West, Ulster and Yorkshire and the North East, with aftershave remaining the most popular in the other five regions. 

 

More advanced and costly skincare products, such as anti-ageing products and eye creams, currently come in sixth and seventh place in terms of popularity, but a account for a higher percentage of sales in London than in the rest of the country. 

 

June Jensen, Director for The NPD Group Beauty UK, said: “The buying behaviour by region and what they tell us about men’s skincare regimes and attitudes to grooming are interesting. London-based males appear to be early adopters of more sophisticated skincare routines adding anti-ageing products and eye products to their beauty regime. With a growing number of brands launching products for men only, we expect to see sales of these products increasing across the country”

 

Popular skincare brands among men include Clarins, Clinque and men’s-only brand Lab Series. Despite continuing strong sales for the male skincare market, the men’s segment grew at a slightly slower rate than women’s skincare sales and overall skincare sales, both increasing by 4.7% in 2012.