Aussie blokes love their lotions

Posted: 13 July 2016 12:58 pm


One brand dominates all others.

If you thought skincare was only important to women, you'd be very wrong.

New research by Roy Morgan revealed more than a third of Aussie men (37.9%) purchased at least one skincare product in any given six month period, in the year to March 2016.

While a significantly greater proportion of women (83.7%) bought skincare products in the same period, the findings expose a considerable male market who are dedicated to dermatology.

Hand-and-body lotion was incredibly popular among men, with more than a quarter (26.8%) of Aussie fella's buying some in an average six months, way ahead of facial moisturiser (21.5%) and facial cleanser (17.8%).

This is true of all age groups except the under-25s, who are slightly more likely to pick up a facial cleaner than any other product. Men aged 25-34 are the most likely group to buy skincare products.

One brand in particular, Nivea, surpassed all others. Nivea facial care products (moisturisers and cleansers) were purchased by 17.9% of all men who bought skincare products in an average six months, while L’Oréal (5.8%) and Olay (5.0%) trailed behind.

The popular brand also lead men's hand/body lotion sales, with 10.2% of men buying Nivea products in an average six months.

Roy Morgan Research industry communications director Norman Morris said Nivea dominates the women’s skincare market in a similar way.

"Hand and body lotions are generally quite unisex in their branding and marketing, which suggests that Nivea’s success in this category may be the result of men being familiar with its face-care range and feeling confident that they’ll also like its hand and body lotion," he said.

Last month, Roy Morgan findings revealed Aussie ladies love to buy beauty products online. Maybe the fella's will follow this trend?

Picture: Shutterstock

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