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Men's Skincare Boom: UV Protection Goes Mainstream
16 Aug
Summary
- New UV protection products for men emphasize non-sticky textures.
- Products also offer odor control and moisture with tea extracts.
- Younger and older men show increasing interest in skin health.
Japanese consumer goods companies are releasing a new line of UV protection items tailored for men, responding to persistent heatwaves. These products focus on smooth, non-sticky textures, aiming to attract male consumers.
Cosmetics makers like Shiseido and I-ne have launched multi-functional UV gels. These products offer lightweight feel, skincare benefits, and odor-masking fragrances, simplifying routines for men. Suntory Wellness introduced a UV protector with tea extracts, specifically designed to combat stickiness and condition dry skin.
Sales data indicates strong interest, particularly from men in their 50s and 60s. Surveys reveal a significant increase in men's skincare habits between 2022 and 2026, with notable growth among those in their 40s and 50s.
Factors contributing to this shift include increased self-visibility via online meetings and a greater emphasis on maintaining a well-groomed appearance due to longer working lives and reemployment opportunities.
