Gender-neutral branding is not the future of male grooming – yet

By Jo Allen | Published: 21-Apr-2022

Gendered 'for men' branding is still overwhelmingly preferred by male consumers, and new approaches from grooming brands are aiming to recruit more men into skin care

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This article was originally published in the April issue of Cosmetics Business Trend Report

Brands that are specifically designed and marketed ‘for men’ remain both popular and relevant in the skin care space.

More and more men's skin care brands are bringing fresh and innovative approaches to banishing stigmas around product and routine use. And they are also aiming to educate male consumers on why skin care use is relevant, and present easy-to-adopt routines, in order to clear up confusion and encourage usage.

This week's insight in April's men's care trend series showcases the brand strategies that are cutting through with consumers.

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