Beauty and Cosmetics Industry: 5 Ways to Cater to Men’s Needs
April 29th, 2023 by Candis Hall
Historically, the beauty and cosmetics industry has traditionally been focused on women, as, for many years, they were seen as the only sex who really took an interest in how they looked. However, in the last 10 years or so, there has been a trend in recent years of men taking an interest in grooming and self-care. So, there has been a shift towards developing beauty and cosmetic products that cater to men’s specific needs and preferences without making them feel ashamed. After all, men have skin and hair too, and as such, these things should be cared for as much as women are!
So, if you want to get into the beauty industry and aim your services at gentlemen, here are 5 ways to do just that!
Develop Or Sell Products With Masculine Scents
Starting with an obvious area, men like to smell good! However, it’s worth noting that men tend to prefer scents that are more masculine, such as woody, musky, or spicy fragrances. The beauty and cosmetics industry can cater to men by developing products with scents that are appealing to men, rather than the typical floral and fruity scents that are commonly associated with women’s products. So, if you want to learn more about how you can attract men to your cosmetic business using aftershaves, click here.
Focus On Functionality
Men are typically more focused on the practical benefits of a product rather than the packaging or branding. The beauty and cosmetics industry can cater to men by emphasizing the functionality of their products, such as highlighting the moisturizing or anti-aging properties of a skincare product. Therefore, if you are looking to appeal to men with your cosmetic brand or business, you need to focus more on how the products can help them minimize the issues that they are worried about. Most men won’t care if a skincare product has the brand name Gucci on it!
Use Gender-Neutral Packaging
Many men are hesitant to purchase beauty and cosmetics products because they feel uncomfortable with the feminine packaging. The beauty and cosmetics industry can cater to men by using gender-neutral packaging that is more appealing to men, such as black or metallic packaging with a minimalist design. Or, aim to use contrasting colors with neutral patterns, such as black, red, and green.
Create Targeted Advertising Campaigns
The beauty and cosmetics industry can cater to men by creating advertising campaigns that are specifically targeted toward men. These campaigns can feature male models and highlight the benefits of the products for men, such as reducing razor burn or preventing acne. Or, why not offer men products that reduce the appearance of wrinkles? Men don’t like them either!
Offer Personalized Recommendations
Men may feel overwhelmed when trying to navigate the beauty and cosmetics industry, as there are many products to choose from. The beauty and cosmetics industry can cater to men by offering personalized recommendations based on their specific needs and preferences. This can be done through online quizzes or consultations with beauty experts.