Euromonitor International’s Voice of the Consumer: Beauty Survey shows that 20% of U.S. male consumers voted “skin care is an important priority for me” as a common reason for purchasing skin care products.
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Younger generations are leading the push to normalize advanced skin care practices for men. At the same time, social media is delivering more male-focused education. To tap into the category’s growth opportunities, companies will need to pursue brand building online to reach an increasingly digital male skin care consumer.
