Men Put Their Best Face Forward

On track with sales in the men’s current retail business, men’s skincare sales increased 6 percent year-to-date, January through July, compared to the same time last year, generating $45.5 million.

According to The NPD Group, at least seven in 10 men are buying facial skincare products for themselves. These findings imply that men are more concerned than ever with their physical appearance and they’re willing to invest in high-end skincare products to that end.

“The growth in men’s skincare sales echoes the strong performance in the overall prestige beauty market,” said Karen Grant, VP and senior global industry analyst for the Port Washington, N.Y.-based NPD. “As seen in many beauty departments, products like facial moisturizers and eye treatments can be found next to the basic bar soap and shaving cream.”

Men’s segments posted sales increases across the board in the first seven months of the year, versus January through July of 2011, with four segments exceeding the overall category performance: sets & kits (up 11 percent), body (up 27 percent), and hair (up 8 percent). The face category was the only one that did not outperform the total, but captured the majority of the men’s business, totaling 81 percent dollar share. The face segment generated $36.7 million and increased 5 percent year-to-date.

“Many men are catching up to women with embracing the routine of a facial skincare regimen,” said Grant. “The double-digit increase in sets and kits, which are often introductory products, is quite promising leading us to believe that more and more men are conquering the facial skincare frontier.”

Among the top 10 men’s sub-segments, six out-performed the category: facial moisturizers (up 7 percent), eye treatment (up 16 percent), all other body* (up 13 percent), body cleansers (up 16 percent), and all other face** (up 30 percent).

Added Grant: “With substantial growth in a number of smaller categories, it seems that men are stepping out of their comfort zone even further to try the latest skincare innovations.”

*all other body: deodorant, body supplements, body sprays, etc.

**all other face: face supplements, whitening treatments, etc.