Why men don't want to talk about skincare
Although reports indicate that 84% of men between the ages of 18-44 have a skincare routine or use some type of facial care system, in today's time, skincare to men is still considered a "feminine" topic mixed in with beauty & makeup.
Or what if it isn't at all about the feminist stereotypes? What if men don't think about skincare at all? A change is due! Most men don't view skincare as basic hygiene (brushing teeth, showering, etc. - yes!). But they were never taught how to properly care for their skin.
Before we dive in, let's examine if men care about their skin versus do men invest in their skin.
Do men care about their skin?
In 2012, Dove conducted a survey polling guys on what they thought about their skin. And in 2014 Dove polled guys with a hair care survey. The survey shockingly revealed that 35 percent are concerned about dark under-eye circles, dull skin, or other skin imperfections, 5 percent more than the number worried about going bald.
Furthermore the survey gathered:
-Seven of 10 men questioned said they think it's important to look good in order to succeed professionally and personally.
-Forty-two percent are worried about looking and feeling old.
-A quarter of men surveyed have bought their own facial grooming products.
-Basically every guy has used his lady's stuff in the shower: Fewer than one in five said they've never used a partner's products.
It is safe to say that men are indeed curious about skincare.
Do men invest in their skin?
Short answer is yes. In a 2018 survey by Mintel, 95% of men in the survey say they use deodorants and 87% say they use body cleansing products, 70% of men say they use sunscreen/sun protection items while nearly two-thirds say they use facial skincare. Among those between 18 and 44, facial skincare users actually jump to as much as 84%, the study shows.
Men's appetite for skincare has evolved from beard grooming to include anti-aging facial care. There is a demand for men's skincare, specifically anti-aging, however the hustle to amplify men's anti-aging skincare may not be there yet. In 2017, only 4% of men’s personal care products unveiled in the U.S. last year included anti-aging claims, according to Mintel study.
Why men aren't talking about skincare?
Back to our question: why don't men talk about skincare? Regardless of his reasons, there is nothing unmanly about looking & feeling good!
Let's look at it from a different perspective. You wouldn't go two weeks without brushing your teeth, right? But guys would go for days without washing their face. At some point skincare was placed into a "vanity" category and it has been difficult to remove it from that category.
It is often asked and pondered if men & women have different skin. Factually, men age slower than women. Men lose approximately 1% of collagen per year after the age of 30. By ages 45-50, men may notice a drastic change in skin texture.
What does basic skincare for men?
This is where NDC will begin to leave a footprint for men's skincare.
Face Wash: gel-based and doesn't dry out your skin, & keeps pimples away.
Toner: alcohol-free, doesn't dry out the skin, & preps skin to better absorb the benefits of a serum (for exfoliation) and/or a moisturizer.
Moisturizer: apply a moisturizer that isn't pore-clogging. Apply twice daily to keep your moisture barrier in great condition.
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