Indian males have gotten experimental with skincare. New analysis from Mintel reveals that about 3 in 10 (30%) males are taken with including extra facial skincare merchandise to their routine in comparison with 26% of ladies. This quantity will increase to 35% of males aged 25-34.

Tanya Rajani, Senior Magnificence & Private Care Analyst, Mintel Reviews India, mentioned:

“There’s a rising urge for food for skincare amongst Indian males, with 84% agreeing that they care about their look simply as a lot as ladies do, based on Mintel International Shopper analysis. This presents a chance for manufacturers to efficiently market skincare to males.”

Within the final 5 years (between August 2017 to July 2022), India has led the APAC area in new males’s magnificence and private care product launches (20%), adopted by China (15%) and Japan (10%), based on knowledge from Mintel International New Merchandise Database (GNPD).

“Indian DTC manufacturers are normally the primary movers in new magnificence and private care product innovation. Their on-line nature has allowed them to make use of buyer analytics to create new merchandise for a extra focused viewers. Mintel analysis reveals that 28% of Indian males have used an internet magnificence and private care model within the final six months because it affords them a customized product tailor-made to their wants,” Rajani added.

Whereas glowing pores and skin is the main facial pores and skin situation for males who’re taken with including extra facial skincare merchandise to their routine want, out of the highest 5 facial pores and skin situations, three pores and skin situations this shopper phase prioritises are oil-free pores and skin (56%), acne-free pores and skin (53%) and scar-free pores and skin (50%). This means that they’ve a better want to resolve problematic pores and skin issues than improve their pores and skin complexion.

“Indian pores and skin is uncovered to a bunch of aggressors like air pollution, mud and warmth, which might all impression the pores and skin barrier. With males, notably these within the working age group, having the necessity to step out of their houses extra usually and due to this fact exposing their pores and skin to those aggressors, 31% say they’re taken with merchandise that present safety claims comparable to anti-pollution.”

In the case of buying elements, the 2 most vital for males are free from dangerous chemical compounds (60%) and made with superior science and know-how (52%). Rajani recommends that manufacturers concentrate on clear magnificence claims to make their merchandise extra interesting and encourage males so as to add them to their routines.

“One other technique for manufacturers is to make it extra handy for males to include skincare merchandise into their routine. For instance, whereas males is likely to be taken with making an attempt and including new skincare merchandise, a key problem for them is the lack of expertise or understanding of magnificence and skincare substances. Specializing in one hero ingredient, or a restricted ingredient checklist with substances they’re conversant in, are some methods manufacturers can use to fulfill males’s demand for simplification,” Rajani concluded. 

Interviews with Tanya Rajani, Senior Magnificence & Private Care Analyst or different Mintel consultants can be found on request from the Mintel Press Workplace.