According to a recent Men's Grooming study conducted by The NPD Group, Inc., a leading market research company, 9 in 10 men (ages 18 and up) use some type of grooming product, including facial and body skincare, shaving, haircare, and fragrance. The study also showed that although only one quarter of men use facial skincare products like facial cleansers, moisturizers, lip and eye products, the men’s facial skincare market has grown to 11 percent in dollar sales in 2011, compared to 2010. Of those men using facial skincare, more than one-third (37%) reported using facial cleansers (excluding bar soap) and moisturizers, three in ten (30%) had used lip products, and more than one-fourth use acne treatment products. With all of the products to choose from, men are still more likely to purchase the basic necessities rather than the more specialized and targeted products. “There is a huge opportunity with men for facial skincare," says Karen Grant, vice president and senior global industry analyst for The NPD Group. "The challenge is getting them involved and engaged. Once men know they have a need to fill, their problem-solution orientation will fuel their desire to find products to alleviate their grooming challenges. They also have to unlearn the idea that the body skincare product they use, such as bar soap and body lotion, works just as well for facial skin. To create life-long user, marketers will not only need to build awareness of the benefits that products offer, but also show that these products can be seamlessly incorporated into his grooming routine." To find out more about the study, visit www.npd.com.
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