{"id":27585,"date":"2018-08-01T06:41:44","date_gmt":"2018-08-01T06:41:44","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=27585"},"modified":"2026-04-20T21:56:32","modified_gmt":"2026-04-21T01:56:32","slug":"pesquisa-de-mercado-de-cuidados-com-a-pele-masculina","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/pt\/solucoes\/pesquisa-de-mercado-de-produtos-de-beleza\/pesquisa-de-mercado-de-cuidados-com-a-pele-masculina\/","title":{"rendered":"Pesquisa de mercado de cuidados com a pele masculina"},"content":{"rendered":"<h1 class=\"wp-block-heading p2\">Pesquisa de mercado de cuidados com a pele masculina<\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-22af7b28\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-22af7b28\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Personal-care-2.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"Personal care (2)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Personal-care-2.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Personal-care-2-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Personal-care-2-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Personal-care-2-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Personal-care-2-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading p3\"><span class=\"s2\">It was not too long ago that shampoo,\u00a0deodorant, razors, shaving cream, and after-shave lotion were the primary grooming products purchased by men. <\/span><\/h3>\n\n\n\n<p class=\"p2\"><span class=\"s5\">Today, new products for the scalp, the face, the feet, and everything in between are being developed and promoted to address changing lifestyles among<\/span> men.\u00a0\u00a0At the same time, the men\u2019s skin care market has increasingly become segmented, not only by age or income, but also by sexual preferences and self-identification.\u00a0\u00a0In nearly all cases, more time is spent in<span class=\"s1\"> front of a mirror as part of a man\u2019s daily regimen.<\/span><\/p>\n\n\n\n<div class=\"wp-block-columns has-global-color-9-color has-text-color has-background has-link-color wp-elements-9005d53ba965e4078c5ff9d64924a9d5 is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"background-color:#f7f9fa6e\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:18%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:71.28%\">\n<div class=\"wp-block-rank-math-toc-block aligncenter has-global-color-9-color has-text-color has-link-color wp-elements-ab7b3af207899da921e8befaa14e9f28\" style=\"font-size:16px\" id=\"rank-math-toc\"><h2><br><strong>T<\/strong>able of Contents<\/h2><nav><ul><li class=\"\"><a href=\"#the-mens-skincare-market-opportunity\">A oportunidade do mercado de cuidados com a pele masculina<\/a><\/li><li class=\"\"><a href=\"#understanding-customer-needs\">Compreendendo as necessidades do cliente<\/a><\/li><li class=\"\"><a href=\"#baby-boomer-and-millennial-men\">Baby Boomer e homens da gera\u00e7\u00e3o Y<\/a><\/li><li class=\"\"><a href=\"#consumer-segmentation-reveals-three-distinct-male-skincare-buyers\">Consumer Segmentation Reveals Three Distinct Male Skincare Buyers<\/a><\/li><li class=\"\"><a href=\"#dtc-economics-are-reshaping-the-mens-skincare-competitive-map\">DTC Economics Are Reshaping the Men&#8217;s Skincare Competitive Map<\/a><\/li><li class=\"\"><a href=\"#market-entry-strategy-the-sis-approach-to-sizing-the-opportunity\">Market Entry Strategy: The SIS Approach to Sizing the Opportunity<\/a><\/li><\/ul><\/nav><\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading p2\" id=\"the-mens-skincare-market-opportunity\"><span class=\"s1\">A oportunidade do mercado de cuidados com a pele masculina<\/span><\/h2>\n\n\n\n<p class=\"p5\"><span class=\"s1\">The multi-billion-dollar<\/span> <a href=\"https:\/\/sisaisolutions.com\/application-of-ai-in-personal-care\/\" target=\"_blank\" rel=\"noopener\">mercado de cuidados pessoais<\/a> for men contains only a few major groups of products. Besides hair care, shaving, and oral care products, skin care is the largest and<span class=\"s4\"> growing segment. The products most used are<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">Personal cleanliness products such as antiperspirants &amp; deodorants, fragrances, soaps, and body powders.<\/span><\/li>\n\n\n\n<li><span class=\"s4\">Shaving-related products, including shaving soaps, shaving creams, after-shave<\/span> lotions, and pre-shave lotions, that are used before, during, and after shaving to smooth, soothe,<span class=\"s1\"> and nourish skin.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Skincare products such as moisturizers, face and neck creams\/lotions, body and hand creams\/lotions, facial cleansers and wipes, facial exfoliators or scrubs, mud packs, and lip balms. <\/span><\/li>\n\n\n\n<li><span class=\"s1\">In addition to products, there are spas, natural mineral baths, tanning\/bronzing facilities, salt caves, and other new services geared towards healthier, younger-looking skin.<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"p5\"><span class=\"s1\">O foco deste mercado tem sido o <\/span><span class=\"s4\">duas maiores popula\u00e7\u00f5es de homens<\/span><span class=\"s1\">, aqueles com idade aproximada entre 50 e 70 anos (Baby Boomers) e aqueles entre 20 e 30 anos (Millennials).<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading p8\" id=\"understanding-customer-needs\"><span class=\"s1\">Compreendendo as necessidades do cliente<\/span><\/h2>\n\n\n\n<figure class=\"gb-block-image gb-block-image-bd437ca9\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-bd437ca9\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Personal-care-3.jpg\" alt=\"Pesquisa e Estrat\u00e9gia de Mercado Internacional da SIS\" title=\"Personal care (3)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Personal-care-3.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Personal-care-3-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Personal-care-3-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Personal-care-3-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Personal-care-3-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"p8\">It is not simple to know which products will appeal to men and solve their unique skin issues. Often, they don\u2019t even know <span class=\"s1\">that a problem exists. <\/span><\/p>\n\n\n\n<p class=\"p8\"><span class=\"s1\">So, identifying problems and explaining about skin care to men will further provide the potential to develop and sell new products into this market. <\/span><\/p>\n\n\n\n<p class=\"p8\"><strong><span class=\"s1\">Examples of skin-related problems for men include:<\/span><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">manchas e descolora\u00e7\u00e3o s\u00e3o as que mais preocupam muitos homens<\/span><\/li>\n\n\n\n<li><span class=\"s1\">pele seca, pele oleosa, pele sens\u00edvel&nbsp;<\/span><\/li>\n\n\n\n<li><span class=\"s1\">acne<\/span><\/li>\n\n\n\n<li><span class=\"s1\">cravos, poros vis\u00edveis<\/span><\/li>\n\n\n\n<li><span class=\"s1\">tom de pele irregular<\/span><\/li>\n\n\n\n<li><span class=\"s1\">wrinkles and lines (i.e. aging-related)<\/span><\/li>\n\n\n\n<li><span class=\"s1\">outros sinais de envelhecimento<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"p8\"><strong>Os homens desejam cada vez mais solu\u00e7\u00f5es para a pele:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">Produtos f\u00e1ceis de usar e que fazem o trabalho sem muitos problemas.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Produtos que desaparecem na pele sem deixar res\u00edduos.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Their own products, and not those used by women.<\/span><\/li>\n\n\n\n<li><span class=\"s1\">Geralmente n\u00e3o querem aromas fortes, <i>ou qualquer um<\/i>! <\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"p8\"><span class=\"s1\">If men are already using a product, the challenge (or opportunity) is to show how an alternative one offers better benefits, features, or price.\u00a0For example, products with a variety of non-overwhelming, subtle scents may be developed, combined, tested, and introduced into this market. Some popular examples in some countries include:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span class=\"s1\">citrino<\/span><\/li>\n\n\n\n<li><span class=\"s1\">coco<\/span><\/li>\n\n\n\n<li><span class=\"s1\">pinheiro\/perene<\/span><\/li>\n\n\n\n<li><span class=\"s1\">baunilha&nbsp;<\/span><\/li>\n\n\n\n<li><span class=\"s1\">especiarias <\/span><\/li>\n\n\n\n<li><span class=\"s1\">hortel\u00e3-pimenta<\/span><\/li>\n\n\n\n<li><span class=\"s1\">camomila<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"p2\"><span class=\"s1\">Na medida em que os homens crescem e mostram mais <\/span><span class=\"s4\">barbas e bigodes<\/span><span class=\"s1\">, h\u00e1 menos pele facial exposta para ser cuidada. Mas o outro lado \u00e9 que h\u00e1 espa\u00e7o para novos produtos para cuidar dos pelos faciais! Por exemplo, para <\/span><span class=\"s7\">evitar p\u00ealos encravados.<\/span><\/p>\n\n\n\n<p class=\"p13\"><span class=\"s4\">Ingestible products, such as specific vitamins, supplements, <a href=\"https:\/\/www.sisinternational.com\/pt\/solucoes\/pesquisa-de-mercado-de-produtos-de-beleza\/pesquisa-de-mercado-de-superalimentos-para-cuidados-com-a-pele\/\">alimentos<\/a>,<\/span> and some beverages,<span class=\"s1\"> are being introduced and touted as ways to improve skin tone from the \u201cinside out\u201d.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading p8\" id=\"baby-boomer-and-millennial-men\"><span class=\"s1\">Baby Boomer e homens da gera\u00e7\u00e3o Y<\/span><\/h2>\n\n\n\n<p class=\"p14\"><span class=\"s14\">Nearly all men want to look better and feel younger!\u00a0\u00a0Though Millennials do not (yet) see the same need to deal with certain anti-aging skin issues, such as lines, wrinkles, or gray hair, they nevertheless are interested in their appearance, and like Baby Boomers, spend an increasing amount of their disposable income on personal care products.\u00a0<\/span><\/p>\n\n\n\n<p class=\"p5\"><span class=\"s1\">Even if most men do not think they need skincare products, the male skincare market is expanding as they become more exposed to and educated about the subject.<\/span><\/p>\n\n\n\n<p class=\"p2\"><span class=\"s1\">The attitudes and behaviors toward the care of their skin provide opportunities for companies in this market to expand their product lines and market share.&nbsp;&nbsp;One can expect to see the development of new product launches by established as well as startup companies to address these needs. <\/span><\/p>\n\n\n\n<p class=\"p12\"><span class=\"s1\">Seguindo o sucesso de dezenas de fragr\u00e2ncias premium\/design, espera-se que outros produtos de cuidados da pele de prest\u00edgio sigam um caminho semelhante nos pr\u00f3ximos anos.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"consumer-segmentation-reveals-three-distinct-male-skincare-buyers\">Consumer Segmentation Reveals Three Distinct Male Skincare Buyers<\/h2>\n\n\n\n<p>Most category analyses treat male skincare consumers as a single group. That misses the structural differences in purchase behavior. Three segments drive the category, and each requires a different go-to-market approach.<\/p>\n\n\n\n<p>The first is the routine-driven buyer. He purchases a cleanser and moisturizer on replenishment cycles, usually through the same retail channel. Promotional lift measurement matters here because this buyer responds to price signals, not new product claims. His basket is predictable, and his loyalty is channel-specific, not brand-specific.<\/p>\n\n\n\n<p>The second segment is the ingredient-aware buyer. He reads labels, follows dermatologists on social media, and compares niacinamide concentrations across brands. Brands like CeraVe, The Ordinary, and Bulldog have built share among this group by leading with ingredient transparency rather than lifestyle positioning. Shopper journey analytics for this buyer show a research phase that often starts on Reddit or YouTube before any retail touchpoint.<\/p>\n\n\n\n<p>The third segment is the prestige-aspirational buyer. He gravitates toward brands like Aesop, Clinique for Men, or Lab Series. His purchase frequency is lower, average order value is higher, and he indexes heavily toward DTC and department store channels. Premium men&#8217;s skincare market analysis must isolate this buyer from the broader category because his price elasticity and media consumption patterns are fundamentally different.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"dtc-economics-are-reshaping-the-mens-skincare-competitive-map\">DTC Economics Are Reshaping the Men&#8217;s Skincare Competitive Map<\/h2>\n\n\n\n<p>Direct-to-consumer brands like Lumin, Tiege Hanley, and Geologie entered the category with subscription models that bypass traditional shelf space allocation decisions entirely. Their advantage was not product differentiation. It was customer acquisition cost discipline and repeat rate optimization.<\/p>\n\n\n\n<p>The DTC men&#8217;s skincare economics story has evolved. Customer acquisition costs through paid social have risen sharply, and several early entrants have expanded into retail distribution through Target, Ulta, and Amazon. The channel strategy question has flipped: DTC-native brands now seek retail shelf space, while legacy brands build DTC capabilities. Assortment rationalization becomes critical when a brand operates in both channels simultaneously, because SKU overlap erodes margin in one channel and confuses the shopper in the other. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why the Men&#8217;s Grooming Consumer Trends Favor Hybrid Research Approaches<\/h2>\n\n\n\n<p>Male skincare purchase behavior is harder to study than female skincare behavior for a structural reason: men under-report their routines. In traditional surveys, men consistently understate both the number of products they use and the frequency of use. Focus group research surfaces richer data because social proof effects in group settings reduce the stigma bias.<\/p>\n\n\n\n<p>SIS International&#8217;s focus group research in skincare has documented this dynamic directly. In moderated discussions about daily skincare routines, participants initially describe minimal regimens but reveal multi-product usage when the moderator probes specific occasions, such as pre-meeting preparation or post-workout recovery. The gap between stated and actual behavior is a methodological challenge that survey-only approaches consistently miss.<\/p>\n\n\n\n<p>The men&#8217;s grooming consumer trends driving category growth also require ethnographic research methods. Observing how men interact with products at shelf, how they navigate DTC subscription interfaces, and how they store and organize products at home yields insight that no survey can replicate. Product placement in bathrooms, for instance, signals which products are daily-use anchors versus occasional treatments, a distinction that shapes replenishment cycle modeling.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"market-entry-strategy-the-sis-approach-to-sizing-the-opportunity\">Market Entry Strategy: The SIS Approach to Sizing the Opportunity<\/h2>\n\n\n\n<p>A men&#8217;s skincare market research program built for market entry decisions requires four interlocking components. Consumer segmentation identifies which buyer groups are underserved. Competitive intelligence maps white space in pricing, ingredient positioning, and channel coverage. Shopper journey analytics reveal where trial and conversion happen. Promotional lift measurement quantifies which marketing investments generate incremental volume versus cannibalization.<\/p>\n\n\n\n<p>According to SIS International Research, the brands that succeed in men&#8217;s skincare market entry share a common pattern: they define their target segment before they define their product. SIS International&#8217;s proprietary research in consumer goods indicates that brands entering the men&#8217;s skincare category with segment-first strategies achieve stronger retail sell-through than brands that lead with product formulation and retrofit a target consumer afterward.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-style-plain is-layout-flow wp-block-quote-is-layout-flow\">\n<p>SIS International applies a framework we call the\u00a0<strong>Male Skincare Entry Matrix<\/strong>, which plots four dimensions: segment attractiveness (size and growth of the target buyer group), channel fit (alignment between the brand&#8217;s distribution capabilities and the segment&#8217;s preferred purchase channels), competitive density (number and strength of existing brands targeting that segment), and ingredient differentiation potential (ability to make defensible, distinct product claims). Brands that score high on channel fit but low on competitive density often find the fastest path to profitable market share.<\/p>\n<\/blockquote>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>O mercado de cuidados com a pele masculina est\u00e1 em franca expans\u00e3o. As empresas podem lan\u00e7ar novos produtos e alcan\u00e7ar novos clientes com a Pesquisa de Mercado de Cuidados com a Pele Masculina.<\/p>","protected":false},"author":1,"featured_media":62475,"parent":27176,"menu_order":4,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-27585","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/27585","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/comments?post=27585"}],"version-history":[{"count":9,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/27585\/revisions"}],"predecessor-version":[{"id":85673,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/27585\/revisions\/85673"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/27176"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/62475"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=27585"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}