‘Love Island effect’ boosts UK’s men’s grooming market

This article is brought to you by Retail Technology Review: ‘Love Island effect’ boosts UK’s men’s grooming market.

The total value of the men’s prestige grooming market in the UK was valued at £500 million in the 12 months to the end of June 2019, according to The NPD Group, an increase of £2.2 million on the same period the year before.

The men’s prestige fragrance market in this period was valued at £472 million while skincare was worth £29 million. This growth demonstrates the continued popularity of men’s grooming products and reflects the growing trend for men to care for their appearance, looks and presentation in line with the groomed, manicured look of the popular reality TV show Love Island.

Super skincare

The market for men’s skincare has reported some interesting trends which reveals how men are taking care of their skin. Sales of men’s sun care grew 3% in the 12 months to the end of June 2019, while sales of men’s face masks increased 111% in the same period. Men’s prestige body care also received a boost where sales of men’s body cleansers increased 9%, men’s body moisturisers grew 4% and sales of men’s body exfoliators grew by an impressive 20%. This increase in men’s body care points to the effect of Love Island, where contestants are predominately seen in shorts and swimming trunks.

June Jensen, Director, NPD UK Beauty says: “It is encouraging to observe the continued growth in the men’s grooming market. Fragrance has always been a key part of this sector, but we are seeing an increasing amount spent on men’s skincare. It’s also interesting to note how wider beauty trends, like the huge popularity of face masks, has transcended the women’s sector to become a booming part of the men’s market too. This is a great opportunity for skincare brands, as men are allocating more of their disposable income on prestige body care including cleansers, exfoliators and moisturisers.”

Fragrance matters

Fragrance remains a central part of the prestige men’s grooming market where sales in the 12 months to the end of June 2019 were valued at £472 million. Growth is being driven by higher potency fragrances as men appear to favour the longer-lasting results of these formats. The sales of men’s Eau De Parfum (a more concentrated, intense version of an Eau de Toilette) grew 36% and sales of men’s perfume (a more highly concentrated format than Eau de Parfum) grew 130%.

Jensen concludes: “Love Island continues to be a hugely popular show and presents a modern image of men today. It’s ok to take care of yourself, to look grooming, smart, tanned, and toned. The prestige men’s grooming market has certainly benefitted from this trend as we have seen some dramatic increases in the growth of men’s face masks and men’s body care such as cleansers and exfoliators. Brands should also note the growth of men’s Eau De Parfum and Perfume. This presents some interesting opportunities for brands to capitalise on this new interest in higher potency fragrances.”