There is a significant shift occurring in the men’s skin care industry. Men are rapidly becoming savvy skin care consumers, trading in their all-purpose moisturizer or cleanser for more specific solutions to their individual skin challenges.
According to market researchers at the NPD Group, skin care will be the most dynamic segment in men’s grooming.1 In 2012, this segment of sales increased 6%, reaching $45.5 million, proving men’s skin care is on the upward trend.1
With an increasing number of men embracing good skin care practices, professionals will benefit from knowing how to work with men’s skin, particularly the different nuances of their respective age groups. (See Working With Generations of Men.)