The audience of heterosexual males have significant growth potential in the beauty industry due to spending habits and rise of the “male groom boom”.The billion-dollar beauty industry has always marketed the majority of its products to a feminine audience; however, in the last few years, we have seen a “male groom boom”.
Another factor worth noting is that men tend to use products fast, as skincare routines are more of a step in their regimen than a self-care routine. The market of men’s cosmetics is also less experimental than women’s; hence, fewer options might mean that a product will be used more frequently. Compared to someone with a roster of skincare options, the study has shown that women like to explore and experiment. The frequent use of the product leads to frequent purchases and inflowing revenue.
A great example would be Nivea Men; their appeal is apparent in all age ranges, given their reasonable price point and masculine marketing. The brand floods its social media with simple imagery, regularly featuring men with masculine features like facial hair, short text presenting the aim of the product, and players of the Liverpool football team they sponsor.
While there are still gaps in the beauty market for the heterosexual male audience due to societal norms and existing stigma, the “male groom boom” and increasing acceptance of males in the beauty industry gives them massive growth potential. Furthermore, the beauty industry stands to benefit long term due to the spending habits of heterosexual males, making them an ideal candidate for long-term customer retention and consistent revenue.