For the men who are taking charge of their personal care choices, over 50% say they prefer brands like Harry’s, Jack Black and Dr. Squatch that specifically target men. By contrast, only 32% prefer brands that are gender neutral (such as Kiehl’s, C.O. Bigelow or SkinCeuticals), and just 16% favor female-oriented brands with a subline for men (e.g., Clinique for Men or Dove Men+Care).
The preference for male-oriented brands is especially strong among higher-income consumers. About 55% of men earning up to $75,000 a year prefer brands that target men. That share goes up to 66% among men earning over $100,000 a year. Clearly, a relevant, male-centric brand is emerging as a pathway to capturing a more attractive, higher-income segment composed of men who are also most likely to be early adopters.