Author S. Hettwer, E. Besic Gyenge, S. Breitenbach, B. Suter, B. Obermayer
Journal Edition sofw journal 9-2019


Men’s care is a difficult topic. Although the number of new product launches for men is steadily increasing (Mintel GNPD database July 2019), it seems that the use of cosmetic products by men is still mostly restricted to basic needs: rinsing, washing and hygiene products, deodorants, sun care and beard and hair care products. The use of anti-ageing formulations and creams for long-term protection of the skin still appear not to be of particular interest to male consumers.

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