Steal men’s hearts to boost cosmetics sales!
Men’s products are increasingly crowding the shelves of cosmetics stores. K-cosmetics, the global phenomenon, is a welcoming contribution by male beauty creators on YouTube, and you would notice an increase in the variety of men’s products as well as relevant marketing and advertising. American men are no exception. In the U.S., 14% of men aged 18-65 currently use cosmetics specially made for men, and 17% intend to purchase products exclusively for men in the future. Nearly one-third of men are open to using male-specific products, and men in the younger 18-34 age group say they are open to using BB and CC creams, foundations, and concealers, among other products. Men over the age of 50 expressed a high level of interest in grooming and skincare products. If you take a note of these findings to devise market strategies, you can increase sales in beauty supply stores by targeting the niche market of men’s cosmetics for all ages.
Skincare products that emphasize masculinity
Despite the rise of YouTube beauty creators, it’s still too early to say that makeup products are staples for men. Many men still believe that cosmetics, including skincare products, are for women, and they fear losing their “masculinity” for using them. 73% of men over the age of 51 would not consider using cosmetics at all, which means that even if men are becoming more open to the idea of using cosmetics, the cultural barriers are still high. Men over the age of 51 are most likely to use cosmetics because of a desire to look younger, while men aged 18-34 are more likely to use cosmetics to look attractive to the opposite sex. To increase sales of men’s cosmetics in beauty supply stores, it’s best to focus on skincare products that do not eclipse their “masculinity” image, so instead of makeup products, you should carry grooming products such as beard care products and hair dye. Studies have shown that men are more likely to buy products from companies that specialize in men’s cosmetics than those that also produce women’s products.
Utilize the men’s section
Men tend to buy products more casually than women. They’re more likely to buy a product if it’s labeled “For Men” on the label or on the shelf. Given the lack of promotion for men’s products, it’s important to include product descriptions, promotional videos, and brochures in your displays. While women enjoy shopping to the fullest, men are more time-conscious and prefer to buy products from brands that have already proven their effectiveness rather than carefully compare different products and prices, so it’s a good idea to stock already popular products rather than new releases.
Forget email and social media?
Men don’t rely on social media or advertising emails when shopping. While women rely heavily on other people’s experiences and social media reviews when making purchases, men prioritize intuition and their own experiences, which is why social media and email marketing are not very effective when promoting products to men. While women enjoy interacting with sales associates and getting feedback on their purchases, men are more concerned with the efficiency of their shopping experience, such as the ease of parking and getting around the store, so it’s a good idea to position and market your products accordingly. Men are also more likely to buy products for everyday needs, such as shaving products and hair care products that have an immediate effect, rather than specialty or luxury items, so keep this in mind when building your product offerings.
Start with grooming products at all cost
According to marketing data firm Statista, the global men’s grooming market is expected to grow from about $80 billion in 2022 to $115 billion by 2028. The rise in online shopping since the pandemic has made it easier to get product information and make purchases, which is one of the reasons for the increase in men’s grooming product sales. In addition, the increased desire to smell great is believed to have contributed to the growth in grooming product consumption. To keep up with the growing demand for men’s grooming products, beauty supply stores should stock a wide range of products to appeal to male customers. A men’s grooming section should include not only chemical products but also a variety of grooming accessories to create the impression that your store specializes in grooming products.
Makeup products also need a “For Men” line
While more men are openly wearing makeup, they do prefer to buy makeup products that are exclusively made for men rather than those aimed at women. As the saying goes, “A company that tries to appeal to everyone appeals to no one,” and unisex products can easily become something neither desired by men nor women. In fact, Chanel launched a line of products called Boy de Chanel in 2018, which is being heavily promoted. This line of makeup products for men is labeled “For Men” on every bottle to emphasize the fact that it is exclusively made for men.