Growth in Male Skin Care Outpaces All Other Global Personal Care Categories

- Kline Study Reveals Today's Man Spends Time and Money on Preserving a

Youthful Complexion -

Sep 17, 2007, 01:00 ET from Kline

    LITTLE FALLS, N.J., Sept. 17 /PRNewswire/ -- As sophisticated men
 around the world embrace the "ubersexual" trend, sales of just-for-men skin
 care products are skyrocketing, particularly in some of the world's most
 mature markets, according to a newly published study by worldwide
 consulting and research firm Kline & Company. In 2006, male skin care
 became the single fastest growing category in the global cosmetics and
 toiletries industry, posting an 8.7% gain, well above the 5.6% industry
     "Men are becoming more image conscious, realizing there's no shame in
 taking care of yourself," says Deirdre McNulty, project manager for Kline
 Europe. "It is no longer considered exclusively feminine to moisturize.
 Manufacturers are heeding the call with products packaged and marketed
 specifically for men, including anti-aging and wrinkle treatments that
 mirror women's lines."
     Data in Kline's in-depth report Global Cosmetics & Toiletries 2006
 ( indicates that sales of men's
 skin care products have shot up 41.5 % in Canada, 21.5 % in France and
 19.3% in Italy. Driving the trend, particularly in developed nations where
 the overall cosmetics and toiletries market is quite mature, is the
 continuing economic shift from manufacturing industries and manual labor to
 the service- based professional economy where appearance plays a more
 important role.
     "Men of all ages are trying to look young in order to stay competitive
 in the workplace," McNulty says. "Marketers have traditionally targeted the
 20-40 age range, but are now going after the image-conscious baby boomers.
 These men have more money to spend on grooming and are encouraged to do so
 by the women in their lives."
     McNulty adds that the growing range of sales channels is also boosting
 sales. Historically the domain of luxury marketers, men's lines are now
 mass marketed and available in the supermarket and drug store, making them
 more accessible to both male and female purchasers.
     Published in July 2007, Global Cosmetics & Toiletries 2006 is the
 latest edition of Kline's annual service assessing 21 product categories in
 the cosmetics, toiletries, and fragrance markets across 16 countries in
 Europe, Asia, Latin America, and North America. Additionally, Kline plans
 to publish Male Grooming Products 2007
 ( in the
 first quarter of 2008. This study will examine emerging market
 opportunities and provide detailed analysis of this robust segment in both
 the United States and Europe. For more information about Kline's personal
 care industry research, go to or contact a
 member of our global sales team at
     About Kline
     Kline is a worldwide consulting and research firm dedicated to
 providing the kind of insight and knowledge that helps companies find a
 clear path to success. The firm has served the management consulting and
 market research needs of organizations in the chemicals, materials, energy,
 life sciences, and consumer products industries for nearly 50 years. For
 more information, visit
     Media Contact:
     Carrie Mellage
     Director, Consumer Products Practice