The new media manscape: connecting with the image-conscious Aussie male
From beard oil to facial cleansers, 69% of all Australian men now use at least one male grooming product in the bathroom.
The latest research from Nielsen highlights the changes in male attitudes toward grooming products in recent years. It identifies which products and brands are of most interest; explains the purchasing habits of these consumers; and highlights the best ways to reach and connect with them.
- Just under a quarter of all men (23%) agree that they always try to look stylish; while 37% admit to taking care of their appearance at all times.
- Aussie men are finding skin care to be an increasingly integral part of their bathroom regime. Usage of product categories such as facial cleansers increased by 37% over the past five years amongst men aged 25 to 54.
- Not only are men using moisturisers and cleansers more often, but they’re also increasingly prepared to invest in more expensive brands.
- Male grooming brands can reach and connect with these buyers through both traditional and online media channels