This reflects in not only the products available but also the marketing campaigns that are used to make the consumer aware. Companies use celebrities, packaging and catchy slogans to entice male consumers. For example the skin care products will have male orientated names and dark packaging as well as a fresh fragrance. The companies that are developing these products are not only new ones who have capitalised on a niche in the market but well established brands for example Nivea, Clinique, Gillette and Adidas to name but a few.
Products available include moisturising creams, cleansers, face and body wash, scrubs, exfoliants and night renewal cream. These products are targeted at men of all ages and skin types.
Firstly, everyday routines such as shaving can leave sore and irritated skin. Therefore men realise the need to re-moisturise the skin. It is also important to combat the effects of toxins and pollutants unavoidable in the atmosphere as well as over exposure to the sun. This can be achieved by cleansing and exfoliating the skin, removing dead skin cells to promote the fast growth of new ones.
Secondly, during the hours of sleep the body regenerates itself and the use of night renewal creams assists this process. The cream is often thick and therefore can only be worn at night in the consumers own privacy.
Fragrance is usually the biggest reason why consumers choose that particular brand. Where as women's skin care products tend to smell of flowers and sweet aromas, male fragrances tend to be musky or exotic. Male skin care products are not solely purchased by men. If a woman relates the scent to her boyfriend or husband she may be inclined to buy the product for him.
Ingredients used in male skin care products can include a variety of natural ingredients for example sea salt, coconut, aloe vera and even beer. Each ingredient is researched and developed for different uses and different types of skin.
Products can range in price, depending on the ingredients used and brand name, it is therefore advisable to research into the best product or products suitable for the skin type required.