When it comes to beauty and personal appearances, women report spending the most time and money perfecting their looks. Yet, over the last decade, the range of beauty and personal care (BPC) products regarded as socially acceptable for men has widened, and men are paying increasingly more attention to their personal appearances. One third of men spend more than thirty minutes a day grooming, opening up a number of opportunities for BPC companies to develop products targeted to the unique needs of this especially appearance-minded segment of men. Furthermore, as more men become interested in improving their appearance by extending their grooming habits and product usage, it will be essential for brands to create male-specific products that enable men to feel more comfortable in the beauty and personal care aisle.
Daily Time Spent on Personal Appearance and Grooming, by Gender
Source: Euromonitor International Personal Appearance Survey, 2014
Note: Showing percent of respondents spending the indicated amount of each day cleaning and caring for appearance (e.g., brushing teeth, bathing, styling hair, applying make-up, etc.). Includes all time spent grooming during the day – morning, evening, and in between. Does not include time spent selecting or changing clothing.