NIVEA MEN

Beiersdorf market research studies provide revealing insights into male bathroom routines. British men spend an average of 26 minutes a day in the bathroom, while German men spend approximately 30.7, which puts them just behind the Italians. The men’s cosmetic market reflects the importance of skin care to men. In recent years it has grown by an average of 5%.

The feel-good factor doesn’t play an important role in men’s skin care (yet). Men are motivated to follow skin care regimens by their peers at work and their partners. According to Beiersdorf’s survey, more than 65 percent of German men feel more attractive and over half of them feel more confident when they use skin care products.

The outer layer of men’s skin is actually 15 to 20 percent thicker than women’s skin, and it also contains more supportive collagen. Because it has a firmer structure, it is more effectively protected against UV radiation and harmful environmental influences. That’s why men need fewer emollients and more moisturizers than women.

Specific regional features play an important role in the product development process. French men tend to have dry skin that is prone to impurities. Russian men have the most sensitive skin of all. And half of all Chinese men need products for oily skin.

Women love caring for their skin. Men think it’s inconvenient. They want products that are quick to use and deliver fast results. Beiersdorf discovered this in numerous studies, so NIVEA MEN focused on developing products that are as quick and effective as possible.