In the United States, men are increasingly using beauty products.
This is a phenomenon we’ve already seen in Asia, driven by social change and social media.
However, skin care products still have a much lower sales share in the U.S. than hair care and shaving products.
However, when we recently surveyed male consumers in the U.S. about why they buy skin care products,
20% said that skin care is important to them,
and sales are steadily increasing, indicating that more men are interested in skin care.
The impact of social media on male consumers in the US
In particular, when we looked at the usage of skincare among male consumers in the U.S.,
we found that more American men are using face wash and sunscreen,
and there is also a growing demand for functional products that improve skin texture.
Experts believe that social media and influencers such as TikTok and Instagram have influenced this change.
With this increased interest in skincare products, skincare brands have been focusing on marketing to stay ahead of the competition.
A growing range of skincare products for men
Some brands are partnering with celebrities to raise awareness or using social media marketing to promote their products.
As such, male consumers are increasingly using skincare products due to the influence of social media,
and the number of skincare products for men is also on the rise.
