Season 5: Episode 4 – Men’s Beauty: Evolving Attitudes and Fresh Insights

Customer Perspective: An Ipsos Podcast

New Ipsos research shows men having expressed increased interest in purchasing male cosmetics in recent years, exposing an opening for brands to target this cohort, and signaling a likely evolution in the definition of masculinity. Overall, 15% of heterosexual men aged 18–65 in the U.S. currently use male cosmetics and makeup; an additional 17% would consider using it in the future.

We’re joined by two expert guests, both from Ipsos in the U.S.: Carlos Aragon, a Vice President, in our Channel Performance business and Kristy Click, Senior Client Officer – and they’re co-authors of our recently published PoV, ‘There’s a market for men’s cosmetics – and a generation gap’. Carlos and Kristy share a brief history of men’s grooming, skincare and cosmetics products, describe how expectations and behaviours have changed, tell us about the products that are being added to routines and benefits sought, conversations that are taking place on social media and what’s/who’s topping the social media chats, and give advice to brands wanting to reach men searching for skincare and cosmetics products, and tap into the massive growth potential in this area.

Head here to read their paper, or here to watch Carlos’ and Kristy’s recent webinar.

Find out more about our latest Ipsos CX and Channel Performance thinking.