Episode 20: Real men use moisturiser: When will the male beauty industry get it right? - a podcast by Mintel Little Conversation

While male grooming is on the rise, most men's bathroom cabinets are still a barren wasteland, occupied by only generic moisturiser, sad deodorant and a razor. Is that because men are not being catered for or because they simply don't care? Either way, the potential of the male grooming category isn't fully being met. Brands have an opportunity to stand out by going beyond the stereotypes of 'masculine' packaging and messaging, and athlete endorsements. Meanwhile, inclusive and genderless messages around body positivity, self confidence and mental health could resonate more than promises of strength and sex appeal.

Host: Andrew McDougall (Associate Director, Beauty & Personal Care)
Guests: Alex Fisher (Global Skincare Analyst),
Margaux Caron (Global Beauty Analyst)

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