For a very long time the personal care industry was dominated by products targeting women. Things are changing massively though. In fact, the male personal care market is getting bigger every year. This presents some big opportunities for businesses. However, it also means they need to think very carefully about packaging and marketing. Things like foiling services can be fantastic if brands want to target men.
Gender norms
The great thing is traditional stereotypes are largely out of the window today in many parts of the world. This is clear to see in the personal care industry. Men in numerous countries are more confident buying a variety of products, including skincare, make-up, hair treatments, and more. As a result, you can see more products for men on shelves.
There has also been interesting growth in the popularity of gender-neutral and unisex products. Brands market them as being suitable for both men and women. They provide another option for personal care, but men need to be careful, especially with skincare. Some may not work as well because male skin is thicker and tougher.
Thinking about what consumers want
Businesses have lots of opportunities to benefit as the male personal care market grows and develops. However, it is vital to think about packaging and how to make the best impression. Using foiling services effectively is a great way to do this.
One thing to keep in mind is traditionally packaging for male personal care products was functional above all else. There wasn’t a huge amount of effort in most cases to do things like provide information or add value. That isn’t the case today. There is a higher demand for details to ensure men choose the right products, especially for skincare and grooming.
Another thing brands should keep in mind here is that there is more focus now on male mental health and wellbeing. So, brands should market their products to promote this.
Proper representation on packaging is important to help more men branch out with personal care. This comes down to seeing more advertising and packaging promoting male ambassadors.
An absolute must for personal care products is to promote clean, eco-friendly beauty. It is important to all audiences, but data shows it is a particularly big factor for men. Things like ethical, cruelty free, free-from, and vegan are all important.
Do you want to arrange foiling services?
It is incredibly interesting to see how markets develop over time. The impact on everything from marketing materials and packaging is notable too. Businesses that act quickly and innovate can be really successful here.
We’re happy to help clients who want to use foiling services for different projects. They work well for almost anything you can imagine, including personal care packaging and more. The great thing is there are so many options, such as metal colours and special effects like wood or holographic. This encourages creativity and designs for all kinds of audiences.
If you’d like to learn more about foil, you can speak to us.