Cosmetics and care products a women’s business? That is no longer the case. It is no longer just women who put creams on their faces or wear make-up. More and more men lubricate just as hard. In 2021, it is no longer just about beard and hair care, because more and more care products for men are appearing on the market. Inclusiveness is now also playing an important role within the beauty, care and cosmetics market.
Norm is changing within the beauty and care industry
For a long time, the prevailing norm in the beauty and grooming industry was a slim white woman with mostly blond hair and clear skin. Most of society can’t relate to that. People come in all sizes and shapes, hair colors, skin types, backgrounds, ages and religions, and there are women and men. Every body needs something different, every skin requires a unique care and every hair type requires a different shampoo. And more and more men want to take good care of themselves, and that goes beyond just a cheap after-shave cream or an indefinable jar of gel.
Quality care products for men
That men are mainly into gadgets is an outdated image, and an image that has nourished us. Men are just like women of the inner and outer care and just as picky when it comes to quality care products. Claus Porto Guest Soap, Gaijess Biershampoo, The Goodfella’s Smile shaving soap Re Nero or Grown Alchemist regenerating night cream. Products that are often only for sale at the barber, but now also online, or as a package: The Alpha Men Adventsbox. There is not only a shift when it comes to quality grooming products for men. Companies such as Tom Ford, Givenchy and Chanel have been responding to the demand for make-up for men for several years now. It is not only women who concealer or want to wear a mattifying powder.
It’s not just men who need specific products. Take halal products. Halal beauty is a rapidly growing market and the demand for products without animal or genetically modified substances, alcohol or harmful chemicals is increasing. Such products are not only for people with an Islamic background, but also for people who live vegan or prefer not to use products that contain alcohol, because they make the choice not to drink alcohol.
Women in the menopause
And so there are many more target groups that for a long time did not feel addressed in advertisements, while shopping online or when they go to a drugstore or other beauty store. Take the group of women who are going through menopause. There are 1.5 million in the Netherlands alone. A lot changes during this phase, such as the skin becoming very dry due to the decrease in estrogen. This calls for a different face cream.
This also applies to people who have had cancer. In 2017, 17 million people worldwide had cancer. It is predicted to double by 2030. Chemotherapy has an impact on the body, and also on the skin, hair and nails. It may happen that people who have had cancer respond less well to certain substances. A number of brands have responded to this by introducing safe make-up and care products to the market.
Beyond the labels
The shift that is underway shows how important it is to take into account all the different audiences. Of course, we are also dealing with smart marketing strategies here. Why shouldn’t a man use his wife’s shampoo or cream? This time invites us to look a little more beyond the pictures and labels and to focus less on the differences between, for example, men and women.
More and more men are opting for external care products
Source link More and more men are opting for external care products