Metrosexual man fades away as Brits opt for scruffy look

by Nikki Sandison, Brand Republic 21-May-08, 08:40

LONDON - The average British man spends less than £2.50 a year on skincare despite the likes of David Beckham and Pierce Brosnan regularly appearing in ads to promote products for men.

Men spent a mere £57m on skincare, such as moisturisers, cleansers and facial scrubs last year, according to the latest research from Mintel.

This is a tiny amount when compared with what women splash out, with sales worth more than 10 times that of men's products at £602m.

Although sales increased 21% between 2005 and 2007 skincare still accounts for just 7% of the total men's toiletries market, up only marginally on the 6% of 2005.

Companies are investing huge amounts of money in men's skincare including L'Oreal Paris which hired former James Bond Pierce Brosnan and Matthew Fox from 'Lost' for its "Because you're worth it" Men Expert skincare range.

David Beckham appeared in ads for razor brand Gillette from 2004 until 2007 when sporting superstars Thierry Henry, Tiger Woods and Roger Federer took over as brand ambassadors.

Despite the investment and talk about pampered metrosexual males, it appears that the scruffy, unshaven look is becoming more popular.

Men's beauty products are particularly unpopular with the over 65-year-olds, who will soon outnumber every other age group in Britain.

This group sticks to tried and tested methods of looking after themselves with just 17% of over 65s thinking it is OK for men to use skincare products, compared with around 45% of younger men.

Three-quarters of men over 65 still use bars of soap, compared to fewer than half of 16- to 24-year-olds.

Similarly talcum powder is still very popular with 20% of men over 65 using it compared to just 7% of younger men.

When it comes to new skincare products, just 1% of over 65s use facial scrubs compared to 17% of their younger counterparts.

Alexandra Richmond, senior beauty analyst at Mintel, said: "These days a scruffier, unshaven look, like that of Russell Brand, has become more popular and acceptable among younger men, which means they have little need for moisturisers or post shave balms.

"Britain's ageing population and the real reluctance amongst older men to use flashy skincare products has also undoubtedly played a key part in the market's disappointing performance."

Richmond added that for men's skincare to succeed, manufacturers will need to focus on simple old-fashioned products that appeal to older men along with more advanced products for teenagers that they will continue to use throughout their adult life.

Comments

Ision Gregory - 21/05/2008

Interesting article. The average black man however spends around 50 pounds a year on moisturiser so wonder how many black man were included in this research?

Mackenziehead - 21/05/2008

Clearly better innovations are needed how ablout gel for beards?

Black Pepper - 21/05/2008

It is not that men are not using these products and the whole scruffy thing is a red herring. Men's products are disproportionately expensive compared to women's and use really wank macho cliches to sell it like 'sport', 'fresh' and 'sex panther'. Men know this. Most men/boys here in a quick straw poll around the agency use their wives' or girlfriend's moisturiser, hair wax that can be used by either women or men, and neutral anti-perspirant deodorant. This inelastic demand curve for men's products suggests a bit more parity in price between men's and women's products would result in stronger sales for men. Are you trying to tell me Russell Brand isn't sticking a lot of product in that backcombed barnet? Come off it it's just down to whichever ladies batheroom he has ended up in which product he uses.

Alaric T - 21/05/2008

The figures don't add up. If you just used soap and shaving products you wouldn't be able to get by on £2.50 a year.

Peter Etheridge - 21/05/2008

You've hit the nail on the head there James. I use Dove deodorant and shower gel (that Lynx Africa musk reminds me of my teenage years too much) , tresemme shampoo (massive bottle which never runs out and it's cheap as chips), the girlfriend's moisturizer after i shave and our creative director's hand cream if i fancy an excuse to not be able to touch my keyboard for 5 minutes. Hang on a minute....am i gay?

Alastair Bevan - 21/05/2008

Not convinced men would groom more if products were cheaper. There are long-standing cultural and physiological reasons why men pay less attention to their appearance. You won't negate them simply by halving the price of chest wax.

Gellan Watt - 21/05/2008

I don't believe it for a second. Maybe they only spend £2.50, but I bet someone else spends a lot more on their behalf!

Under Employed - 21/05/2008

I love the Mintel analyst's use of Russell Brand as a poster boy for the rugged, unshaven look ... he's one of the most perfumed ponces out there.

Graeme Longstaff - 22/05/2008

whoever wrote this has obviously not been out in a town in the last 5 years. There's more pretty boys now with fake tans. Groomed hair and all that then there ever was.

David Llewelyn-Jones - 22/05/2008

totally agree with James' comments. i use a moisturiser from an old-school place on St. James' St. called D R Harris, and Sure deodorant, because it's ubiquitous, neutral and does its job. i really can't stand all this Lynx stuff, bleugh, it's so overt, like it's aimed at those with massive insecurities.

Nic Niewart - 23/05/2008

It's the age-old paradox: those who aren't old enough, like to appear older- by not shaving (the most painful example is that foreign secretary- I can never remember his name- with successive attempts at trying to look older than a twerp on his gap year by cultivating a bumfluff moustache). Those who really need the stuff, aren't motivated in the right way. On the understanding that you can sell anything, it isn't being done in ways to get results. Whether it's too expensive, doesn't really work- (last week's expose on face creams on C4) or is already covered by big tubs of generic creams or bottles of E45. A key finding: those who think it important are in the company of those who have the products already, Those who don't use it, probably never will, for who do they have to look handsome for? At 60+, taking up a rosary will do more wonders for your body and soul than any cream will do for your face.