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German men seek skincare to defy signs of aging

25 November 2014

In the traditionally female-oriented skincare market, it is men who present a highly attractive opportunity in Germany, finds new report by Canadean. 

According to the report, German men are increasingly image-conscious, leading them to seek skincare products that meet their age-based needs. Both anti-wrinkle formulations for older men and milder formulations for sensitive younger skin are growing in popularity, as is the desire among 25-44 year olds for preventative products to delay the initial signs of aging. Men are becoming more aware of the need for skincare as part of a daily ritual, and manufacturers have responded with a range of products designed to help men look and feel their best. 

Sam Allen, analyst at Canadean, says: “The German skincare market is evolving from being more female-oriented to presenting a sizeable opportunity to target men with products that meet both their individual and age-based needs. However, manufacturers will still need their products to offer great value, as men are more likely to seek functionality over indulgence and will opt for effective skincare products.”

Germans want high value skincare

Canadean data shows that the desire for better value is high among consumers in Germany. With sophisticated private label skincare emerging in the market, manufactures must ensure that they highlight the superiority of their products in terms of formulation and ingredients. By reassuring consumers of the effectiveness of any claims their products make, such as anti-aging and anti-wrinkle formulations, brands can encourage consumers to seek value through trading-up for the best experience. 

Consumer perceptions of private labels are changing, highlighting the need for brands to promote value, both through lower pricing and premium offerings. Allen adds: “Many consumers now believe there is little difference between more expensive and premium branded skincare and private label alternatives, and manufacturers must defend their market share from further erosion.”

Anti -ageing Skincare For Men

The German drugstore 'DM' offers their own private label skincare range for men, including the anti-ageing skincare product pictured above.



All numbers used in this text are based the Canadean report 'Consumer and market insights: Skincare Market in Germany,' published in November 2014. 

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact Verena Niederacher at the Canadean press office on +44 (0) 207 936 6536 or email


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