This article was originally published in the Male Grooming Trend Report Receive your copy here.
For decades, it has been a tough shout for brands to persuade men to go beyond basic cleansing and maybe moisturising.
But a rise in video content around male grooming and self care routines on social media featuring men using their favourite skin care and cosmetics products is opening up the idea to more men.
TikTok has seen real growth in male grooming routine content, with multistep #GRWM (Get Ready With Me) videos by male creators proving particularly popular.
The hashtag has more than 83.2 billion views overall while TikTok has seen a a 98% y-o-y increase in video views for #mensgrooming (1.6bn views) across European markets.
Katie Potts, Brand Partnerships Manager for Beauty at TikTok, says: “Across the same region and timeframe, we’ve seen a 252% increase in video views related to make-up hashtags like #mensmakeup (334 million views), #boymakeup (224m views) and #guyliner (78m views).”
But perhaps most striking is the 389% y-o-y increase in video views for male skin care search terms like #menskincare (462m) and #mensskincareroutine (28m), where the TikTok community shares how they keep their skin in top condition day to day, and #menskincaretips (4.5m), adds Potts.
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