Growing demand for male beauty products

The beauty market for men must move $ 17.5 billion this year. A high of 5% in 2012. This will be the first time that these articles will surpass sales of the Bluebeard segment that do not enter the analysis-, according to Euromonitor. Unilever, with the Axe and Dove brands, holds 26 percent of the market, more than Procter Gamble &, Beiersdorf, maker of Nivea line, and l ' Oréal added.
The task of convincing those who do not yet have vanities is a little difficult. To give an idea, while women take more than an hour to get ready, men spend half an hour. But the manufacturers have encontrarado clever ways to convince the male audience, explaining that their skin is different-thicker, sturdier, more oily and requires special products. As a L'oreal ad warned: "you think you're aging well? She thinks you're leaving to care. "
The result has worked out. In the United States, for example, half the men already use skin care products as part of your daily routine, according to a survey from Mintel. A particular interesting is that most men, however, don't mind using brands produced for women. While 70% of men of 18 to 24 years use facial care products for skin, only 2:0 pm every 10 buy-male brands, detected the Mintel.
Releases also help. In the last five years, the portion of new personal care goods produced for the male audience rose from 4.6% to 5.6%, says Mintel. Men Expert line of L'Oreal, for example, will be reinforced with 15 new products this year, among which the moisturizer "Hydra Energetic Moisturizer", designed for faces with a few days of stubble, as a greater number of men left to shave daily. The sun damage, oily skin and acne are other common problems