‘Love Island effect’ boosts UK men’s grooming market
By Sophie Nutt | 22 July 2019 | Movers & Shakers, News
The UK male grooming and fragrance markets have seen an increase in value, which is believed to be linked to the popularity of Love Island.
The total value of the men’s prestige grooming market in the UK has seen an increase of £2.2 million in the 12 months to the end of June 2019, with it currently being valued at £500 million, according to The NPD Group.
In terms of skincare, sales of men’s sun care grew 3% in the 12 months to the end of June 2019, while sales of men’s face masks increased 111% in the same period. Men’s prestige body care also received a boost where sales of men’s body cleansers increased 9%, men’s body moisturisers grew 4% and sales of men’s body exfoliators grew by 20%.
“It is encouraging to observe the continued growth in the men’s grooming market,” says June Jensen, director at NPD UK Beauty. “Fragrance has always been a key part of this sector, but we are seeing an increasing amount spent on men’s skincare. Its also interesting to note how wider beauty trends, like the huge popularity of face masks, has transcended the women’s sector to become a booming part of the men’s market, too. This is a great opportunity for skincare brands, as men are allocating more of their disposable income on prestige body care including cleansers, exfoliators and moisturisers.
“Love Island continues to be hugely popular show and presents a modern image of men today. Its okay to take care of yourself. The prestige men’s grooming market has certainly benefited from this trend as we have seen some dramatic increases in the growth of men’s face masks and men’s body care such as cleansers and exfoliators.”