Evonik’s new Men’s Care Concept in tune with market demands

This new concept encompasses a consumer survey covering market insights on male grooming routines, as well as the implementation of Evonik’s own scientific studies on male skin and the development of selected formulations just for men with proven efficacy data.

The men’s toiletries market is one of the fastest growing categories in terms of value and volume in the beauty and personal care industry and Silke Langer, global marketing manager Rinse Off Personal Care, tells CosmeticsDesign-Europe.com that cosmetics companies need to pay more attention to men as they pay more attention to their looks.

Growth​

“The estimated growth rates across 80 markets globally will be 7% until 2017​,” she says as her firm launches the global concept including information on regional differences on product preferences.

“As one of the world’s leading specialty chemistry companies, we have a strong expertise in skin science. Cosmetic consumer tests confirm the efficacy of our active ingredients and prove and expand our deep scientific know-how in this field.”​

As part of this project, Evonik collected market insights on male grooming routines, buying decisions and information on the main performance criteria for male products.

“We received interesting insights on male perception and on differences to female skin,”​ continues Langer.

“Scientific studies on male skin have been conducted. Furthermore, our consumer survey has arrived to the conclusion that male consumers are looking for multifunctional, high performing and easy to apply products.”​

Tailored​

Evonik has developed formulations specifically for men who like to take care of themselves, particularly focusing on the specific needs of men, such as the different skin structure compared to women as mentioned above, as well as different application forms and properties.

An increasing number of exceptionally innovative products and different application forms are being introduced right across the market, meaning ingredients suppliers have to be as in tune as finished goods manufacturers when it comes to meeting demands and trends.

Langer concludes that it is important for suppliers to serve their clients with innovations suitable for the end consumer market and thus respond to the needs and demands of the male grooming segment.

The Concept is being unveiled today rise at the SCS Formulate Exhibition in the Ricoh Arena in Coventry.