男士护肤品市场研究

It was not too long ago that shampoo, deodorant, razors, shaving cream, and after-shave lotion were the primary grooming products purchased by men.

哦在过去的十几二十年里，男性越来越关注自己整个身体的健康、幸福和外表，其中最大的部分是 他们的皮肤.

今天，新p针对头皮、面部、足部以及其间所有部位的产品正在开发和推广，以解决 换个生活方式 在男人中。  与此同时，男性护肤市场也日益细分化，不仅按年龄或收入划分，还按性偏好和自我认同划分。  在几乎所有情况下， 更多时间 在镜子前度过的时光是男人日常生活的一部分。

男士护肤品市场机遇

The multi-billion-dollar 个人护理市场 for men contains only a few major groups of products. Besides hair care, shaving, and oral care products, skin care is the largest and growing segment. The products most used are

• 个人的 清洁度 止汗剂、除臭剂、香水、肥皂和爽身粉等产品。
• Shaving-related products, including shaving soaps, shaving creams, after-shave lotions, and pre-shave lotions, that are used before, during, and after shaving to smooth, soothe and nourish skin.
• 皮肤护理 保湿霜、面霜和颈霜/乳液、身体霜和手霜/乳液、洗面奶和湿巾等产品， 面部去角质剂或磨砂膏， 泥敷膜和润唇膏。
• 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.

这个市场的焦点是 两个最大的男性人口群体其中，年龄大约在 50 多岁到 70 岁出头（婴儿潮一代）之间，而年龄在 20 多岁到 30 多岁之间（千禧一代）。

了解客户需求

It is not simple to know which products will appeal to men and solve their unique skin issues. Often they don’t even know that a problem exists.

所以， 识别问题 并向男性讲解皮肤护理知识将进一步为该市场开发和销售新产品提供潜力。

Examples of skin-related problems for men include:

• 斑点和变色是许多男性最关心的问题
• 干性皮肤, 油性皮肤, 敏感性皮肤 
• 粉刺
• 黑头、毛孔明显
• 肤色不均
• wrinkles and lines (i.e. aging-related)
• 其他衰老迹象

男性越来越需要护肤解决方案：

• 易于使用且无需太多麻烦即可完成工作的产品。
• 产品消失于皮肤中，不会留下任何残留物。
• 他们的 自己的 产品，而不是女性使用的产品。
• 他们通常不喜欢浓烈的气味， 或任何!

If men are already using a product, the challenge (or opportunity) is to show how an alternative one offers better benefits, features or price. For 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:

• 柑橘
• 椰子
• 松树/常绿树
• 香草 
• 香料
• 薄荷
• 洋甘菊

就男性的成长和表现而言 胡须和胡子，需要护理的暴露面部皮肤较少。但另一方面，新产品也有空间来护理面部毛发！例如 防止毛发向内生长。

可摄入产品，例如特定维生素、补充剂， 食物 有些饮料被推出并被吹捧为能够“从内到外”改善肤色。

婴儿潮一代和千禧一代的男性

几乎所有的 m并且想要看起来更美丽、感觉更年轻！  尽管千禧一代（目前）还没有意识到需要解决某些抗衰老皮肤问题，例如 皱纹或白发，但他们仍然关心自己的外表，就像婴儿潮一代一样，他们花越来越多的时间在 可支配收入 个人护理产品. 

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.

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.  One can expect to see the development of new product launches by established as well as startup companies to address these needs.

随着大量高端/设计师香水的成功，预计未来几年其他高端护肤产品也将走上类似的道路。

关于 SIS 美容创新咨询

SIS provides Research and Strategy solutions for beauty companies considering the men’s skincare market.  We provide Innovation solutions for new products, Product Testing and Go To Market Strategy.  Our key methods include ideation sessions, Focus Groups, In-Home Product Testing, Online Research Communities, Surveys, and Strategic Market Assessments.