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Men’s grooming market reaps benefits of Love Island hype

Published
today Jul 24, 2019
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UK male grooming brands are feeling the ‘Love Island effect’. ITV2’s popular reality TV show has put a rocket under the men’s prestige grooming market in the UK, helping it increase in value to £500 million in the year to end of June 2019, new research has found.


Photo: Oars + Alps


Gone are the days when brands intended cosmetics just for women, with the men’s prestige skincare market now valued at £29 million.

A report from market intelligence firm NPD Group shows that men are taking care of their skin, with sales of sun care products up 3% in the 12 months to end of June, while sales of men’s face masks increased 111% in the same period. 

Interestingly, men’s prestige body care products are performing just as well, with sales of men’s body cleansers increasing 9%, men’s body moisturisers up 4% and sales of men’s body exfoliators up by an impressive 20% during the period.

June Jensen, director of NPD UK Beauty says: “It is encouraging to observe the continued growth in the men’s grooming market. Fragrance has always been a key part of this sector, but we are seeing an increasing amount spent on men’s skincare. It’s also interesting to note how wider beauty trends, like the huge popularity of face masks, has transcended the women’s sector to become a booming part of the men’s market too. This is a great opportunity for skincare brands, as men are allocating more of their disposable income on prestige body care including cleansers, exfoliators and moisturisers.”

FRAGRANCE STILL DOMINATES

But fragrance remains the largest part of the prestige men’s grooming market in the UK, reaching a value of £472 million in the 12 months to end of June.

British men are also opting for higher potency fragrances rather than less concentrated formulas, with sales of men’s Eau De Parfum (a more concentrated, intense version of an Eau de Toilette) growing 36% and sales of men’s perfume (a more highly concentrated format than Eau de Parfum)up 130%.

“Love Island continues to be a hugely popular show and presents a modern image of men today. It’s ok to take care of yourself, to look grooming, smart, tanned, and toned. The prestige men’s grooming market has certainly benefitted from this trend as we have seen some dramatic increases in the growth of men’s face masks and men’s body care such as cleansers and exfoliators,” June Jensen continued.

“Brands should also note the growth of men’s Eau De Parfum and Perfume. This presents some interesting opportunities for brands to capitalise on this new interest in higher potency fragrances.”

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