Male Skincare Consumers

Goals

To provide demographic and psychographic data for men who purchase clean/green skincare. Specifically, what are their primary concerns, what do they look for in a skincare company, how engaged are they with the industry in general etc.

Early Findings

Demographics

  • "Over half of male and female consumers preferred to purchase skin care products that were classed as natural or organic. Almost 70 percent of U.S. consumers aged 18 to 29 stated that they preferred natural and organic skin care products, in comparison this figure stood at 60 percent for consumers falling within the 30 to 59 age group."
  • Oars + Alps is an all natural men's skincare brand. According to insights from SimilarWeb, the majority of visitors are in the 25-34 age group (29.31%), while 22% are in the 35-44 age group, 19.38% are in the 18-24 age group, 14.26% are in the 45-54 age group, 9.69% are in 55-64 age group, and 5.47% are in the 65+ age group.
  • "56 percent of responding U.S. consumers earning up to 49,999 U.S. dollars annually reported that they prefer to purchase skin care products that are natural or organic."

Primary Concerns

  • 66% of men who buy natural/organic beauty/personal care products said they believe they are healthier to apply topically or ingest.
  • 57% said these types of products makes them feel better about their purchase decisions.
  • 55% said they think these types of products are better for the environment.

What They Look for in a Skincare Company

  • 72% said that price is important when choosing a natural/organic beauty/personal care product.
  • 60% said they expect that the brand doesn't do animal testing.
  • 59% said they expect the product to be BPA free.

Engagement With the Industry

  • 49% of men surveyed in a study of male consumers found that they buy natural/organic beauty and personal care products at least some of the time.

Results of Early Findings

  • Direct data is available which discusses the psychographics of men who purchase clean/green skincare as it pertains to their primary concerns, what they look for in a skincare company, and their engagement with the industry. Additional research can be conducted to continue hunting for more data.
  • Data regarding the demographics of men who purchase clean/green skincare appears to be severely limited with regard to the male segment only. However, some studies have claimed that male and female buyers within this product segment are largely similar. Therefore, we suggest continuing the demographic research from a general perspective, that will look at green/clean skincare consumers in general.


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