Cosmetics business reveals top 5 men’s grooming trends of 2024 in new report

This article was originally published on Male grooming Trend Report. Get your copy here

If celebrity investment is a barometer of the health of a given industry, then men’s grooming must be entering a winning streak.

The year 2024 has already seen new business ventures from Dwayne ‘The Rock’ Johnson and LeBron James launching their own skincare and personal care brands for men in mainstream brick and mortar retailers in the US.

Both lines also touch on the core of men’s grooming today: Papatui (Johnson’s line) speaks to confidence and the importance of grooming, while James’ The Shop Men’s Grooming Line focuses on the values ​​of performance, empowerment and grooming. .

Then there’s the celebrity-driven ‘malepole’ trend, which has continued into 2024 with a collaboration between Pharrell Williams’ Humanrace and Tyler, the Creator’s Golf Le Fleur brands for a new limited edition green nail polish.

All of this means that whether it’s a facial moisturizer, beard cream or nail polish, men’s tendency to explore different types of beauty and grooming products is on the rise.

“Globally, men are expanding their grooming routines, trying new products and putting more emphasis on their appearance,” says Lauren Goodsitt, Director of Beauty and Personal Care at Mintel.

“The main theme of men’s grooming is that there is a willingness and a desire to add more products, steps, specific products to their grooming routines than we’ve ever seen before,” she explains.

The growth of the $57.2 billion global men’s grooming category – which in 2023 reached over 6% compared to 2022 according to Euromonitor International – reflects the increasing level of interest that more men are taking in this category.

Furthermore, data from Mintel found that 28% of UK men aged 16-24 plan to prioritize improving their appearance in the next year, while CACI data found that 13% of men expect their spending on beauty to increase in 2024, more than 9%. of the women who were asked.

Nick Vaus, co-founder and Managing Partner at Free The Birds, explains: “There is little doubt that this sector is growing at an accelerating rate and is poised for further growth.

“Brands and businesses are recognizing the potential of the men’s grooming market and investing in innovation for this increasingly discerning customer.

“They recognize that men are looking for more options, more styles and more products that suit specific skin needs.”

In this report, Cosmetics Business focuses on five key opportunities for brands and retailers to meet the changing demands of male consumers, from product to conversation that supports confidence and self-esteem, for all ages.

Trend 1: Looks maxxing: Is anyone talking to teenage boys?

The beauty debut of Gen Alpha has been one of the hottest topics for the industry in recent months, but while attention has focused on girls, Gen Alpha boys continue to fall under the radar.

They may not have caused a stir at Sephora or skin care at Ulta, but boys and teens have quietly been doing their thing.

‘Looksmaxxing’ – maximizing your looks – is a TikTok trend that has caught the attention of younger Gen Z boys and older Gen Alphas, with billions of posts sharing common advice on everything from basic hygiene and treatments with drops to prevent hair loss.

But looksmaxxing can also veer to darker extremes with videos detailing drastic measures to ‘improve’ looks, such as ‘bone crushing’ (using hammers to make the jaw more angular) and using steroids to enhance ‘ the sexual value of the market’.

This trend explores how the maxxing look is filling a gap of high demand for advice and how the beauty industry is still failing to meet the needs of teenage and twelve-year-old boys and has a responsibility to look their best.

Trend 2: Deodorant for the whole body

Something unusual is happening in the deodorant space: brands have sniffed out a whole new category for deodorant products that can be used all over the body.

Deodorants aren’t just for pits anymore, but launches of odor control products that you can use on all different parts of your body are on the rise.

It has even trended on TikTok: #FullBodyDeodorant has reached more than 23 million views.

And with the likes of Unilever and Procter and Gamble betting on the new segment with newly launched ranges from Dove Men+Care and Old Spice, as well as innovation from fast-growing players including Hume Supernatural and Lumé, full body deodorant is a space to see.

Trend 3: Targeted eye treatments

Eyes may be the window to the soul, but for men’s makeup brands, they may just be the sales window.

The number one skin concern for men is the under eye area, and targeted products that get rid of dark circles and puffiness in an instant are in demand.

It’s also part of a wider trend that is seeing more men turn to blepharoplasty – an operation that treats the visible tightening or bulging of tissue around the eye – to reduce or remove wrinkles in the eyelid region.

This trend explores why products that offer immediate benefits are resonating with male consumers and how brands can convince more male consumers to add to their skincare routine.

Trend 4: The return of comedy to men’s grooming ads

From a group of men using facial hair as musical instruments to a love story between men and their ‘boys’ under the belt – depicted as a pair of identical mini-messages – men’s grooming adverts have taken a funny turn.

These latest ads from Every Man Jack (‘Them Beardles’) and Manscaped (‘The Boys’), are among a growing scene of comedy-based campaigns that are invigorating category marketing as brands see the wisdom of using mood to attract. male customers.

A comedic approach has also become more widespread in beauty marketing, with CeraVe’s recent ‘Fake News’ ad featuring Michael Cera, and California Naturals GRWM’s humorous ad featuring Owen Wilson, its ‘Chief Shampoo Officer’.

If current advertising is riding a wave of glorious nonsense, it may not be a coincidence.

The cosmetics business reveals why comedy is taking over, as brands put smiles back into men’s grooming campaigns.

Trend 5: 4 ways brands can help men embrace sustainability

When it comes to beauty and skincare purchases, sustainability is still more important to women (45%) than men (33%), according to 2024 data from business consultancy CACI, obtained exclusively by Cosmetics Business .

Mintel called this disparity the ‘eco-gender gap’ in its research on the issue in 2018, and six years later little has changed.

But why are men less likely than women to factor sustainability into their purchasing decisions?

Research commissioned by UK-based startup Brother Earth found that over half of UK men want to be sustainable, but one in five don’t know how and one in three feel left out of the conversation about how how to save the planet

In Trend 5, experts reveal what the industry can do to encourage men to shop more sustainably, from perspectives that include retail, marketing, product format and preparation for Gen Alpha consumers.

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