According to a research,regular moisturizers,creams or lotions account for 69% of products used by US males,which shows that men’s skincare cosmetic packaging tends to focus on the standard product. 

 

Products for sensitive skin also fair well accounting for 25% of male moisturizer use. However anti-aging is still a relatively low priority, accounting for just 8% of male product use compared to a significant 35% for females. However this is likely to change as the population ages and senior males look to recapture their youthful looks. 

 

As men’s skincare products start to become commoditised consumers may start to purchase on price. As a result brand owners will be looking to leverage value added skin care to maintain and grow value margins. This will lead to greater use of innovative packaging to highlight on shelf the added value positioning and communicate the additional functional benefits, or enable application to specific targeted areas such as around the eyes.

 

In addition to standing out on shelf, packaging attributes can increase consumer perception of product performance. Dosing closures suggest that an exact amount of product is required, helping to reinforce the strong clinical positioning of many prestige skin care products, whilst protecting the contents from contamination. Increasingly dosing closures are combined with airless technology to better preserve functional ingredients which can easily oxidize. This can ensure longer shelf life for the product, reduce the amount of active ingredient required, and help to reduce the use of preservatives in the product for better clean label positioning.

 

In conclusion,the increase in men’s skincare market will make it a chance for the skin care packaging suppliers,they should keep developing the closures,the labeling and some other technique.