Men rush online for beauty tips

Male grooming is no longer the domain of the “Southern softie”, even Northern hardmen are getting in on the act, thanks to the role social media is playing for men researching and buying products, according to a survey by St Ives-owned Pragma.
The retail and consumer consultancy found 49% of men had bought products online, while the contents of their washbags averages £71 – compared to women who spend just over £200. The study of 2,000 consumers also found that 1 in 5 men are either “fanatical” or “committed” to their “beauty routine”.
When it comes to navigating the makeover minefield, men still rely on family and friends (31%) counter staff (18%), magazines (17%) and even their barber (15%) for guidance, although the study does not detail whether the saying “anything for the weekend, sir?” is still prevalent.
But online sources are becoming increasingly important, with more than 1 in 7 men consulting online articles for ideas, not far behind women (23%). Meanwhile, almost 1 in 10 men admit to watching You Tube vlogs while they ponder which products to pamper themselves with.
Online beauty sales are set to grow by more than 80% in the next five years; overall, the UK hair and beauty industry is estimated to be worth £4.9bn. This week, lager brand Carlsberg unveiled an ad campaign to support the launch of its male grooming range including shampoo, conditioner and body lotion.
A total of 12% of women and 8% of men said they were aware of product subscription services, with 4% of both sexes saying they had used them. A further 12% of men would consider trying them in the future.
Pragma Consulting director Helene Mills said: “The findings reveal the huge opportunity in play for male beauty brands. Men’s grooming routines are now an accepted part of daily life. As we can see, many are proud to be looking after their appearance. They are willing to invest a significant amount of their disposable income in the right products that make them look and feel better.
“As male grooming flourishes, the opportunities to talk to men online will be paramount for brands, as will giving them the opportunity to try before they buy, which is currently dominated by female consumers. Equally, for brands to stand the test of time, the ability to keep people engaged beyond their initial interest will be critical.”