Recently, the global leading men’s skin care brand LAB Series announced plans to introduce Power V Serum and Lotion to its Max LS range. Max LS is a highly functional anti-ageing line to which additional formats and variants are added continuously. Premium positioned anti-ageing male skin care products are also launched by South Korean beauty brands such as Sulwhasoo Men and Hera Homme.
At the same time, with market premiumisation in male grooming products, unique, fun and budget products that appeal to younger consumers are emerging as well. Competition is fierce among men’s grooming brands as they try to engage with different male demographics, and many offer products boasting ease-of-use and convenience. They tend to focus on easy adoption within men’s busy lifestyles, rather than touting complex, elaborate skin care benefits and formulation.
For example Innisfree, one of Asia’s most popular men’s beauty brands, launched Handsome Hair Down Perm to tame bristling sideburns and flyaway hair; Tonymoly released Field Manual to appeal to South Korean men who have to undergo military service; and Skinfood introduced Beer One Shot range for men with fun and attractive beer-designed packaging.
Products such as these can help young men to see grooming as an enjoyable, manly activity, without worrying about whether using grooming products looks ‘girlish’. Shaving products are evolving as well to provide additional benefits.
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