Market grows as men concentrate more on skincare and anti-aging
Avon recently produced their first men’s catalog, which features a PROExtreme skin care line, boxer shorts and power tools. New recruiting brochures also picture both men and women. “Anti-aging is very intriguing to (men),” said Regina Dinisio, public relations manager of Avon fragrance. “They want no-hassle products, but they want to see the real benefits.”Industry experts say the men’s market is ripe, though still in it’s early stages.“We have seen that men are more interested in pampering themselves and taking better care of themselves overall,” said Karen Grant, senior beauty industry analyst at market research company NPD Group Inc. She’s seen an increase in sales in the men’s beauty market, along with a host of new products since 2003. U.S. sales of men’s skincare products totaled $68.9 million in 2008, up from $45.8 million in 2003. In comparison, women’s skincare sold about $2.1 billion in 2008 and $1.7 billion in 2003, according to NPD. Less than 13,000 of Avon’s 650,000 representatives in the U.S. are male, though that figure is rough because applicants are not required to state their gender. Competitor Mary Kay says 5,738 of its 700,000 sales reps are men.