the men's cosmetics market | France

1.1 Presentation and definition of the men's cosmetics market

A cosmetic is defined by the public health code as " any product intended to be placed in contact with the superficial parts of the human body with a view to cleaning, perfuming, modifying the appearance of, protecting, maintaining in good condition or correcting body odours ". Men's cosmetics are adapted to the specificities and needs of the skin and the male body .

The men's cosmetics market can be divided into several segments

• the products of hygiene (shower gel, shampoo, deodorant) ;
• the products of treatment (shaving foam, after shave, body cream) ;
• the products beauty (perfumes, make-up).

By 2020, the men's cosmetics segment will account for about 25% of the global cosmetics market. L Europe is the leading market for men's cosmetics, followed by Latin America and North America L france is the leading European exporter and the second largest European market behind Germany

In France, while the cosmetics market is stagnating, the the men's cosmetics segment is booming and represents a significant growth driver driven by consumer habits and changing customs

The types of products used by men are increasingly diverse and are no longer limited to simple shower gels, deodorants or shampoos. From new brands are investing in this promising segment by offering a dedicated and adapted offer to male customers, also benefiting from the boom in online sales. The product offer is therefore increasingly complex and the men's cosmetics segment is no exception to the organic trend . It should also include the men's makeup in full growth at the global level

However, the market remains largely dominated by the giants of the cosmetics market to the historical brand portfolios. Similarly, their distribution is primarily in supermarkets and hypermarkets especially for the more traditional hygiene products mentioned above, but this is increasingly being done online. Since the covid-19 crisis, 33% of French people tend to prefer buy their cosmetics online, a trend driven by men in particular