In our white paper around Male Beauty, we discuss how the market for men’s skincare and beauty products has ballooned in the last 20 years.
In this piece, I’d like to dive a little deeper into the audiences who are behind this growth.
Using the audience research platform Global Web Index, I’ve created an audience which is male, based in the UK and has purchased skincare, makeup or cosmetics products in the last month.
In this piece I’m comparing the audience against one identical to the above, but which identifies as female rather than male.
N.B. there are options within GWI for people who’ve bought other products such as shampoo, grooming products or sun cream, but I want to purely compare skincare and cosmetics buyers across these two genders.
First let’s start with demographics. Comparing income levels of typical male beauty buyers shows they’re more likely to be better off than their female counterparts.
Nearly half of all male beauty buyers belong to the high or highest income subset, compared to less than a third of women.
When it comes to geography, men who buy beauty products tend to live in urban areas, while female beauty buyers are more likely to live in towns and villages.
Male beauty buyers don’t just skew urban and rich, they’re also pretty young too. More than half of all male beauty buyers are younger than 34 – although 48% of our female beauty audience were, too.
Fewer than 10% of the male beauty buyers we’ve profiled are aged 55-64.
These demographics represent good news for the male beauty market: it’s young people driving revenue, and it’s likely these buyers will continue to shop as they get older while new younger shoppers enter the market too.
Comparing values is when things start to get interesting. Male beauty audiences’ big differentiators are around standing out from the crowd and being successful, while female values arc towards acceptance, positivity, helping others and enjoying a family life.
It’s worth noting as well than environmental concerns are much more pressing for female beauty buyers than male: in broad brush strokes, prominent male values are more about personal growth and recognition, while many women’s values are more societal and focused on others.
Product Discovery and Conversion Motivations
When it comes to product discovery, search engines are the biggest way that both genders find out about brands, but the two differ wildly aside from that. Men veer towards expert-led research areas such as review sites and video research, while women trust consumer reviews more.
Then, when it comes to driving consumers towards conversion, the two have different motivations too.
We saw earlier that male beauty buyers tend to have higher income and also be less concerned with being financially secure, so it stands to reason that they prefer premium products and be less swayed by loyalty programs and discount codes. They are more likely to be swayed by the community around a brand and influenced by online reviews.
Finally, with Black Friday just around the corner, I wanted to see how the two groups were approaching the biggest retail day of the year.
Again, the higher income levels of male beauty buyers explains in part how they’re likely to be less affected by the rising cost of living, and how they’re less inclined to value being financially secure. As a result, they’re planning to splash more cash this November than our female audience.
If you want data insights into who your ideal customers are, and how you can reach them without wasting budget, talk to our team today.