The Permission Gap – The State of Male Beauty

$4,725.00

Male beauty is one of personal care’s largest untapped opportunities, yet men still spend much less on the category than women, despite out-earning them across most economies. The barriers holding it back are structural, not biological – awareness, culture, peer pressure, media and availability – and they are now breaking down as younger generations engage with fewer inhibitions.

“For men” branding is no longer a growth strategy. Understanding who the modern man really is, how his engagement shifts by generation, region and life stage, and how to win his first purchase is critical to capturing a hard-to-reach but loyal, high-value shopper.

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The Permission Gap – The State of Male Beauty

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NIQ Beauty Inner Circle

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A trusted solution

“Amid emerging shifts in consumer habits, companies are under pressure to accelerate business growth. It’s effective and now more accessible to use data-gathering technology and insights to drive results thanks to companies like NielsenIQ.

Businesses have access to immense amounts of data, and data-collecting is only going to accelerate. Executives increasingly cite the two biggest challenges for not utilizing information in decision-making as “siloed/difficult to access,” and “teams don’t have the know-how or capacity to extract insights.”

Ashley Miles
Founder and CEO of Franklyn West


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Expert category insights

“NielsenIQ has always been my go-to for expert category insights, and the introduction of NIQ Beauty Inner Circle has amplified that. The real-time data, category tracking and lifestyle insights are second to none-  invaluable resources we use to help our client’s innovation and expansion efforts.

I’ve been incredibly impressed with the community-building and networking tools as well. Highly recommend!”

Nikola Cline
Founder and President of Brandettes

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