男人也爱美 男士护肤品销量5年劲增20%

Many men may be making sacrifices amid the continuing economic gloom but looking good isn’t one of them.

Sales of facial skincare products for men have risen by 20 per cent in the past five years, with particularly strong sales of prestige products.

A study by market researchers Mintel found that total sales of men’s grooming products was now £58million, up 3.6 per cent on the year.

Moisturiser was used by 42 per cent of men, while facial cleanser was used by almost a quarter (22 per cent).

As many as 23 per cent of all men use lip balm, while 16 per cent use facial wipes.

Eye cream and gels are used by seven per cent of men, while almost the same number use face masks and peels (six per cent).

A further eight per cent use anti ageing products.

Charlotte Libby, a Mintel analyst, said: ‘Prestige products have benefited from the “Lipstick Effect”, which has seen sales of luxury beauty products remain strong despite the economic downturn, as consumers treat themselves to small items.

'Additionally, increased and improved distribution channels will have no doubt uoyed the prestige sector.'

Top of the range products have risen by almost 10 per cent with people treating themselves despite being strapped for cash.

Many men may be making sacrifices amid the continuing economic gloom but looking good isn’t one of them.

Sales of facial skincare products for men have risen by 20 per cent in the past five years, with particularly strong sales of prestige products.

A study by market researchers Mintel found that total sales of men’s grooming products was now £58million, up 3.6 per cent on the year.

Moisturiser was used by 42 per cent of men, while facial cleanser was used by almost a quarter (22 per cent).

As many as 23 per cent of all men use lip balm, while 16 per cent use facial wipes.

Eye cream and gels are used by seven per cent of men, while almost the same number use face masks and peels (six per cent).

A further eight per cent use anti ageing products.

Charlotte Libby, a Mintel analyst, said: ‘Prestige products have benefited from the “Lipstick Effect”, which has seen sales of luxury beauty products remain strong despite the economic downturn, as consumers treat themselves to small items.

'Additionally, increased and improved distribution channels will have no doubt buoyed the prestige sector.'

Top of the range products have risen by almost 10 per cent with people treating themselves despite being strapped for cash.

在经济持续低迷的情况下，许多男性会放弃一些消费项目，但是美容产品不在其列。

据英国《每日邮报》报道，过去5年，男性护肤产品的销量上升了20%，品牌产品的销售势头尤为强劲。

***男性护肤品增长强劲

全球性调研公司英敏特（Mintel）的市场调查员经过研究发现，男性美容产品2017年的销售额为5800万英镑（约合人民币54.5亿元），增幅为3.6%。

研究发现，男士如今更加注重面部皮肤保养，有7%的男士承认，花费大量时间保养面部已经是家常便饭。其中，42%的男士使用保湿面霜，将近22%的男士使 用洗面奶，润唇膏和卸妆棉则分别受到23%和16%男士的青睐。另外，7%的男士使用眼霜和凝胶，6%的男士做面膜，还有8%的男士使用抗衰老产品。

英敏特公司分析师夏洛特•莉比说：“得益于品牌产品和男性护理产品的强劲销售势头，面部护肤市场在2017年表现不错。品牌产品得益于所谓的‘口红效应’ （低价产品偏爱趋势）。目前经济不景气，消费者转而购买小商品来安慰自己，所以奢侈护肤品的势头很好。另外，分销渠道日益增加，并有所改善，毫无疑问也有 帮助。”

虽然现金并不充裕，但是人们并不亏待自己。顶级护肤产品的销量也因此增加了近10%。

***男女护肤依然有别

和男性相比，女性不会轻信广告中宣传的护肤品的效果。研究显示，52%的女性不会一直相信广告宣传，男性中这一比例为32%。研究还发现，名人效应对护肤品销售影响有限，只有4%的男性和3%的女性购买名人代言的产品。

莉比说：“虽然众多男士也开始保护皮肤，但男性使用面部护肤品的比例仍然低于女性。另外，有19%的男士承认，只有在脸上出了问题以后才会护肤。男性这种被动应对的态度是护肤产业所面临的最大挑战。”

肥皂曾经是面部清理的唯一选择，目前已逐渐淡出市场。女性使用肥皂的比例从2017年的58%降至2013年的36%，肥皂也成为最大的销售输家。