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Be ready for a massive disruption in the beauty industry. Male makeup industry (personal care) is predicted to cross $150 billion by 2022. Here in this article, we will see some male makeup statistics
You would think men do not go in details when it comes to makeup or beauty products. However, stats are telling another story. Men are frequently buying products such as toner, moisturiser, a tinted face primer, anti-wrinkle, anti-aging, eye creams. Bearded men are buying beard products such as beard balm, beard pomade and beard oil.
Some here before we go in more details.
Men’s Makeup Stats (Compared to Women)
- Men’s personal care market is expected to hit $166 billion in 2022, according to Allied Market Research.
- Nearly 40% of adults aged 18-22 have shown interest in gender-neutral beauty products, according to NPD’s iGen Beauty Consumer report.
- Male-targeted skin-care product sales have jumped 7% in the past year, NPD said.
- Overall, the average Internet buyer is predominantly male, aged between 25 and 49 years. A recent study by Affilinet reports that 84.3 % of men buy online, compared with 77 % of women.
- While women buy on average about 7.1 times a year and men only about 5.4 times; they spend more money on the Internet: Men spend 10 euros more on each purchase than women.
- At the time of purchase, men are more direct and only buy at the time they need something. They focus on what they want without making additional purchases.
Men vs Women Shopping Statistics
- Men usually likes to find out more info., research around the product they want and are interested in looking at all the features of the product.
- Men are doing more product searches on the Internet than women, 70 % versus 30%. They tend to be more rational and logical at the time of purchase and often seek compelling reason why they should buy this product: Why do I need this?
- On the other hand, women tend to try more items than men and are more likely to make impulse purchases.
- Women are more emotional so it is advisable to offer products that appeal more to emotions and let them see the experience lived with the product, rather than the product itself. Women buy 7% faster than men and prefer to see more images of what they will buy than product descriptions. Women ask: How will make me feel this product?
- Social networks have become a very useful tool for online commerce, specifically, 62% of men and 50% of women compare products on social networks before making purchases over the Internet.
- Women (76%) use social networks more than men (72%). You can consult an infographic very complete here. In addition, while men tend to use them for business-related issues (networking and making contacts) and to be informed; women use social media to talk more about their personal life and post their personal experiences, opinions and stay in touch with family and friends.
- a Shopzilla survey from June 2013 showed that males are more likely than females to make a purchase from a desktop or laptop (87% to 82%), while females were more likely to use a mobile device to complete a checkout (18% to 14%)
- This same study also mentions that women were slightly keener on making sure they were getting the best price available (77% to 74%)
Google’s trend report, based on the world’s most common searches, showed a consistent interest in men’s makeup in many parts of the world and increase in the interest in some particular countries as below.
- New Zealand
Overall, men’s interest in beauty products, cosmetics, makeup products is predicted to grow in future.
Some things that are recommended for a makeup brand for men-
1) Do not use the word “makeup”
2) Keep it Simple – no wonder because men like simplicity. A simple website with simple user interface. Men wants to find the products they want and prefer to get it done with soon as possible instead of spending too much time in shopping around. If they think this product is good enough for them then they will go for it. Men prefer to look into overall aesthetic rather than something with too much colours.
4) Add-on to existing product lines
5) Use social media influencers platforms
6) Focus on makeup with skin benefits
These things are based on men’s psychology and believed to work well with men.