Unlike the elaborate and sophisticated grooming trends of Asian men, such as those in South Korea, male grooming regimes in the West have traditionally lacked complexity. However, driven by the individualistic mind-set of the millennial consumer, the male grooming industry is seeing something of a revolution in the West. Traditional gender norms are being broken down and challenged in ways unprecedented in categories traditionally viewed as ‘feminine’, such as colour cosmetics, highlighting key innovation opportunities for beauty manufacturers worldwide.

According to GlobalData’s consumer research, 72% of millennial males believe their looks and appearance to be important to them, while 61% of millennial men prefer to be unique and stand out from the crowd. Considering these statistics, the uptake of the male beauty trend no longer appears difficult to comprehend. Millennial males seek freedom from the gender norms associated with traditional notions of ‘masculinity’, and in their continued quest for individuality, are turning toward the beauty industry to help differentiate them, similarly to the way they would with their clothing or music choices.

While more niche players in the beauty industry are creating products that cater specifically to male demands, it has become increasingly common that mainstream beauty players are engaging with this trend through inclusive advertising campaigns. Just last year alone, prominent players such as Rimmel London, Maybelline and L’Oreal launched advertising campaigns featuring male spokesmen, often well-recognized within the beauty industry, to attract wider millennial appeal.

This March, Milk Makeup also paved the way for a more inclusive way of thinking about make-up, and created a ‘genderless campaign’ which encouraged their fan base to ‘blur the lines’ between genders, demonstrating that make-up appeals to all. MAC Cosmetics also collaborated with social media stars, the Brant brothers, to create a unisex make-up line that challenges the traditional standards of masculinity and femininity.

Millennials and their evolving, unconventional attitudes are therefore creating important opportunities for beauty and personal care brands to capitalise on. GlobalData’s presentation will take an in-depth look at the beauty and grooming trends being driven by the wider millennial demographic and will explore how brands can effectively target this cohort through innovation both now and in the future.

GlobalData will present on targeting millennials through beauty innovation on Thursday from 12.15 to 13.00 on 6 April 2017 in the Marketing Trends Theatre at in-cosmetics Global