What a Man Wants

Today, the abundance of hair- and skincare products catering solely to the XY chromosome set, and the messages of men’s grooming magazines such as Details and Men’s Health, are working their magic. According to Datamonitor research, the male grooming market reached the $30 billion mark in 2006. New research from skincare manufacturer Yon-Ka Paris indicates that men’s product sales increased by 42% from 2000 to 2005, in contrast to the reported general market growth of 23%.
      And the buying demographic is widening: Whereas it was once the 25- to 34-year-old “early adaptor”—dubbed the metrosexual—who spent the most money on cosmetics and toiletries, a 2005 report published in Men’s Toiletries & Fragrances Market Assessment indicates that it’s now the baby boomer men—aka the “übersexual”—walking through spa doors in search of answers to their growing skincare concerns.
      “The average age is skewing higher as these clients experiment with surgical hair enhancement, plastic surgery, growth hormones and testosterone treatments,” confirms Barry Shaich, sales manager of the men’s care division at American International Industries (aiibeauty.com). “There are more services being created for men, and there’s more receptivity toward services that target them—namely, those that offer immediate results.”
      There’s a similar pattern in the product arena. Skin care represents the fastest growth area for male grooming products. According to Datamonitor, shaving and moisturizing products comprise most of these sales, accounting for
$16 million per year.
      What sets the men apart from the women when it comes to choosing, buying and using skin care? Learn to answer this question, and you’ll benefit from this lucrative and loyal client base.