Australian supplements and skincare company Swisse is extending its offering with the launch of a skincare range created specifically for men.
Similarly to the Healthy Beautiful range for women, which was launched by Swisse Beauty in April, the men’s skincare range focuses on naturally-derived ingredients such as Tea Tree Oil, Cocoa Seed Butter and Charcoal Powder.
Swisse marketing director Stu Diamond spoke to Inside FMCG about the thinking behind the launch and the trending ingredients in men’s skincare.
“Launching a men’s skincare offering was always part of our portfolio planning, we were just slightly delayed in getting to market, as we spent more time ensuring we got our formulations to the levels we had envisioned as right for our consumer. That vision was anchored in creating a naturally simple range, that works hard, smells great, and is easy on the skin,” Diamond said.
“It was definitely worth taking the extra time, we feel we’ve really nailed the concept, and can go to market knowing we’ve done a solid job of ensuring the value is there for our consumers.”
Male and female skin differs greatly in terms of thickness, smoothness and oiliness due to differing hormones, according to Swisse, which is why men are encouraged to use skincare products tailored for their needs.
“There are studies that show the differences in hydration, oiliness, skin thickness, and PH levels, that can be driven by various different internal and external impacts. So when developing a range for men it’s important to take these details into account through formulation,” he said.
The men’s range is more simplified than the female range, with just four key products including Swisse Body Wash for Men, Swisse Daily Face Moisturiser for Men, Swisse Deep Face Scrub for Men and Swisse Charcoal Face Wash for Men. Diamond said this comes down to keeping the skincare routine “uncomplicated”.
“We have seen a rise in men investing more time and money in their overall health, in particular in their skincare … Generally speaking, men like to keep their routines simple and that’s why we wanted to create a range that is uncomplicated but is specifically designed to support male skin,” Diamond explained.
While men may be less invested in skincare generally, Diamond expects to say much innovation in this growing category.
“I think we’re going to see more and more caffeine-based offers in the market in the coming months, with a focus on tightening and firming the appearance of dull skin,” he said.
“Of course, beard oils continue to grow in popularity both locally and globally as more men get in touch with either their inner Rockstar or their hipster personas – no doubt we’ll be seeing greater development in this space! This flows over into serums and mousses, with ingredients like Argan oil, keratin and Vitamin B5 taking the stage.”
Diamond said there is also significant moves towards probiotic skincare, which is still in the early adoption phase for men, and believes Charcoal will continue to feature strongly.