Prepared for Conor C. | Delivered June 11, 2020
Male Skincare Trends
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To provide trends in the men's skincare industry including a description of each trend and the timing.
Beauty Business Journal
, product premiumization has become the latest trend in the men’s skincare products market.
The sources opined that companies now offer
natural and organic skincare
products with “natural extracts in an attractive packaging that comes under the premium category.”
Product premiumization is regarded to be
for companies operating in the men’s skincare industry space.
defines the premiumization of products as having gone
beyond product pricing
. Still, it has become about
customers' perception of quality
, better health, and experience, with products that make them feel good about themselves.
of customers suggest that they feel good about premium products, while
of consumers indicated that they will pay a premium for natural and organic skincare products.
suggests that skincare companies are focusing on
growing their existing brands
by introducing new premium mens’ skincare products based on customer demands.
An example is the “daily light guard defense fluid
broad spectrum SPF 30 by AVEDA
, a brand of
Estee Lauder Companies
, which offers
to consumers. These include protection against
free radical damage
and strengthening the skin’s natural environmental barrier.”