A survey of 490 consumers in the UK and France by Lycored has revealed the differing attitudes between male and female skincare users when it comes to beauty and skin health.
While 39% of women cited a healthy diet as being the most important factor in skin health (compared to 30% of men), men were almost twice as likely to cite exercise (30% compared to 17%).
While female skincare users were more than twice as likely to say that anti-ageing/wrinkle reduction was an important goal for them (49% compared to 21% of men) and were more likely to seek a healthy glow (47%, compared to 32%), physical appearance is increasingly important for male consumers, with 15% of respondents – up from 8% in 2017 – saying that looking good is more important for men than women.
More than half (52%) of those surveyed said it was very important to see visible benefits from the skincare products they use, with 63% of women agreeing with this compared to 40% of men, and 68% of the 18 to 24 age group.
“Our research suggests that changing social attitudes have made physical appearance a far more important goal for men than in the past,” comments Tristan Schroiff, sales director (health) at Lycored. “However, the positioning and marketing of many skincare products are still gender-based, and it’s useful to understand how the needs and attitudes of men and women can differ.”
You can read the full report, Further Beyond Skin Deep, here.
