Facial care for men – what does men’s skin need?

Men’s grooming products are booming. There are more and more men’s cosmetics for the special needs of men’s skin. We show what is important when it comes to facial care for men.

Men’s skin: what distinguishes it from women’s skin?

Today, beauty and facial care have long been (also) a matter for men. The cosmetics industry is therefore offering more and more care products for men that are tailored to the very special needs of men’s skin.

Men’s skin: what distinguishes it from women’s skin?

Men’s skin needs to be cared for differently than women’s. One of the reasons for this is that the skin of men and women is different. That women are thinner than men is a moderately original gender joke. And it’s still true, because male skin is around 15 percent thicker than female skin. The following also applies to men’s skin :

  • In men, the skin is supplied with more fat.
  • Men’s skin dries out less quickly.
  • As a result , men’s skin ages more slowly .

Which is probably the reason why the lords of creation long believed that facial care for men was superfluous and could safely be left to women.

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Care products for men’s skin – what to look out for?

In the past, men supposedly only let water and shaving cream on their skin for facial care. But today, classic aftershaves that sting the skin are hardly in demand. When it comes to facial care for men, on the other hand, gentle aftershaves are popular, preferably with a sensitive balm .

Due to the skin characteristics of men, the care products aimed at them differ significantly from those for female target groups. The creams for men’s skin are less rich and contain less fat , since male skin usually gets by with a lighter lotion that primarily provides moisture. Ideal cosmetic products for men’s facial care therefore provide energy and moisture – and are quickly absorbed.

Facial care for men is booming!

A look at the sales figures of the cosmetics industry shows how much the times (and the male self-image) have changed: the area of ​​men ‘s cosmetics is the largest growth area here . Experts estimate that men will spend around 80 billion dollars worldwide by 2023 to look better and more well-groomed.

Before the women are all too happy to acknowledge this: In a study by Gilette, 89 percent of the men who use cosmetics stated that their main motive for doing so was “ attractiveness at work ”. So men groom themselves primarily for their careers, in order to be attractive at work. Significantly fewer men, 77 percent, stated that they applied cream and groomed themselves for their partners.

In a Europe-wide comparison, the German men are quite impressive. The male German spends 47 weeks in his life in the bathroom , in the shower or in front of the mirror – that’s the equivalent of half an hour a day. For comparison: average Swedish guys only manage 13 minutes.

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Men’s cosmetics have to convince quickly

Men tend to be difficult customers when it comes to buying cosmetics. Retail surveys show that on average, men stand in front of the shelves with care products for just over a minute, and they don’t have that much patience. Maybe that’s why men’s cosmetics manufacturers rely on products with eye-catching edge designs , skulls or surfboards as illustrations, and choose martial brand names like “Bulldog”, “Man Cave” or “Womanizer”.

Trend towards men’s cosmetics, especially among younger people

A closer look at consumer behavior for men’s care products shows that it is primarily younger men who use cosmetics. The proportion of people under 30 who buy beauty products has risen from 43 to 56 percent since 1990. And for hair styling , every second man in this age group now uses gel or other styling products , compared to just 17 percent in 1990.

However, if you look back at history, you will find that the trend towards men’s cosmetics is actually anything but new. For the ancient Egyptians 4000 years ago, being attractive and well-groomed was a sign of taste and high status. Consequently, in the kingdom of the pharaohs, men naturally also applied oils, ointments and make-up as part of their morning toilet.

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