The men's cosmetics market - France (2024)

1.2 The global market for men's cosmetics is growing

according to Grand View Research, the global market for men's cosmetics is experiencing positive growth. In fact, the global market in **** was estimated at $***.* billion, and is expected to grow at a CAGR of *% between **** and ****:

Sales trends in the global men's cosmetics market World, ****-****, in billions of dollars Source: ****

Sales of leading global players World, ****, billions of dollars Source: ****

In ****, the sales of the world's leading players in the beauty products industry reveal a clear hierarchy. At the top, L'Oréal dominates with impressive sales of $**.* billion, illustrating its position as undisputed leader. Unilever followsclose behind with $**.*billion, whileEstée Lauder and Procter & Gamble complete the podium with $**.* and $**.* billion respectively. This breakdown reflects the dominance of the major multinationals in this highly competitive sector, where brand portfolio diversity and innovation play a crucial role in maintaining competitiveness.

Breakdown of the global cosmetics market by region World, ****, % (***) Source: L'Oréal *SAPMENA - SSA: South Asia Pacific, Middle East, North Africa, Sub-Saharan Africa

In ****, the global cosmetics market will be dominated by North Asia at **%, followed by North America at **% and Europe at **%. The SAPMENA-SSA and Latin America regions account for **% and *% respectively.

Developing regions such as SAPMENA-SSA and Latin ...

1.3 The European beauty and skincare market

The overall European market for beauty and skincare products is a dynamic one, which is expected to develop positively over the next few years. Sales in **** are estimated at $***.** billion, and the market is expected to grow at a CAGR of *.**% between **** and ****. These figures enable us to estimate sales for the following years:

European beauty and personal care market size Europe, ****-****, in billions of dollars Source: ****

Cosmetics consumption in Europe in **** in millions of euros

Germany leads the way with consumption of **.* billion euros, closely followed by France with **.* billion euros. The United Kingdom ranks third with consumption of **.* billion euros, followed by Italy with **.* billion euros. Spain, Poland, the Netherlands and other European countries have relatively lower consumption levels, but nevertheless make a significant contribution to the European cosmetics market.

IMarc group estimates **** sales for the European men's cosmetics market at *****.* million dollars. This market is expected to grow at a CAGR of *.*% over the period ****-****. These data enable us to estimate sales over the next few years:

Size of the European market for men's beauty and personal care products Europe, ****-****, in millions of dollars Source: ****

The European men's cosmetics market will therefore continue to be ...

1.4 A French market growing in value and volume

The FEBEA (***) estimates cosmetics manufacturing sales at **.* billion euros in ****.

Cosmetics market size France, ****-****, billions of dollars Source: ****

Over the period ****-****, the cosmetics manufacturing market in France experienced significant growth, as evidenced by the gradual increase in sales. In ****, sales stood at **.* billion euros, rising to **.* billion euros in ****, ** billion euros in ****, and finally **.* billion euros in ****.

This upward trend suggests a growing demand for cosmetics made in France, probably due to factors such as innovation, changing consumer trends and the appeal of quality products.

In ****, the men's cosmetics market in France was estimated at **.* million[***] and grew by *.*% compared to ****.

Number of men's cosmetics sold France, ****-****, in thousands of products GfK; GIFAM

A clear upward trend can be observed over this period, with an evolution of ***.**% between **** and ****.in ****, the number of products sold was *,*** thousand, and this value has risen steadily over the years, reaching a peak of *,*** thousand in ****, before declining slightly in **** to *,*** thousand products sold.

This significant increase reflects a growing trend among men to adopt cosmetic products, underlining changing attitudes and consumer habits in this market segment.

Breakdown of men's skincare spending France, ****, in millions of euros Source: ****

The products most purchased ...

1.5 French trade balance in cosmetics

Cosmetics market trade balance France, ****-****, in billions of dollars and as a % of sales Source: ****

The trade balance of the cosmetics market in France from **** to **** reveals annual variations in the values of imports, exports and the coverage rate. Despite these fluctuations, the trade balance remains in surplus every year, with France exporting more cosmetics than it imports. Overall, the value of imports has fluctuated very little, remaining close to *.* and * billiondollars each year. There was a slight decrease in ****. Exports fell by **.*% between **** and ****, almost certainly due to the pandemic. In ****, exports rise by almost $* billion, with a **. *% increase between **** and ****.

France's main customers France, ****, in millions of dollars Source: UN comtrade China stands out as the leading customer, with an export value of $****.* million, followed by Singapore with $****.* million. The United States and Germany are also among the main customers, with export values of $****.* million and $***.* million respectively. Finally, Italy imported $***.* million worth of cosmetics from France.

France's main suppliers France, ****, in millions of dollars Source: UN comtrade Italy is the leading supplier with an import value of $***.* million, followed by the United States with $***.* million. Germany and Spain also occupy significant positions as suppliers, with import values ...

2.1 Men taking better care of themselves: the groom boom

In the past, a man's beauty routine was limited to a good shower gel and a fresh-smelling aftershave... Since then, they've embraced more sophisticated beauty rituals, and even dare the occasional colored make-up... This trend has a name: the "groom boom".

Today, the majority of men are familiar with the use and purpose of serums, demonstrating a heightened concern for improving their skin and fighting the signs of aging. This awareness has led to the emergence of cosmetics brands exclusively dedicated to men, whereas previously these products were often limited to a restricted range developed alongside women's skincare by established brands. A notable example is the French brand Horace, launched in ****, which offers a premium skincare range for men.

By ****, **% of men in France will be using * to * skincare products. Also, **% of men express growing concern about the aging of their skin, and are interested in exploring products to mitigate its effects. Hydration plays a central role in achieving radiant skin, and men are gradually becoming more aware of this. **% say they are willing to experiment with new products, while **% appreciate the fun aspect of a skincare routine . Unsurprisingly, moisturizing cream tops the list of products most appreciated by men, with ...

2.2 Demand for organic and natural products

French consumers are showing a growing trend towards natural and organic cosmetics. This trend reflects a growing interest in products that respect the environment, health and well-being. Increasingly aware of the ingredients contained in the products they use, consumers are looking for formulations that are more transparent and free from controversial substances. This growing demand for more natural and organic products has led many brands to review their development strategies and offer specific ranges that meet these criteria.

Beauty product consumer expectations France, ****, % of total Source: ****

In France in ****, consumer expectations of beauty products are clearly oriented towards environmental and ethical concerns. A significant majority of respondents, **%, express a desire to buy environmentally-friendly products, while **% are looking for ethically-sourced products. What's more, half the respondents (***) attach importance to the use of products not tested on animals. The demand for products containing organic ingredients and recyclable packaging is also notable, with **% of respondents expressing this preference for each of these criteria.

According to Le Sybarite, men are more sensitive than their female counterparts to the quality of the cosmetics they consume, with men often expressing a willingness to pay for higher quality products even if it means buying less of them in ...

2.3 A significant proportion of French people wear a beard

The increasingly common practice of wearing a beard is playing a major role in the boom in cosmetics sales worldwide and in France. According to Boursorama, Australian researchers have estimated that the "beard peak" in the world will be reached in the first half of ****. With this new fashion comes a definite interest in products to maintain it. What's more, in France,**% of men aged between ** and ** wear beards[***]On the French market, the strong growth of British brand Bulldog is a perfect illustration of this phenomenon. According to one of the brand's product managers, Bulldog contributed **% of the market's growth in specific beard care products. This trend is all the more visible in that the brand, which ranks *rd in terms of market share for men's skin care (***).

This growth in the beard care market is also fuelled by an evolution in terms of the tools used to care for it: the French increasingly like to change their style, and buy tools accordingly.

Number of tools used by men for beard care France, ****-**** LSA

2.4 Interview with Alexis de Guitaut, director of the Rasage Classique website

As part of an interview with an industry expert, we present an interview we conducted with Alexis de Guitaut, director of the Rasage Classique website.

Cantiane, Businesscoot analyst

Hello and welcome to Vue d'Ensemble, the podcast that gives you a **-minute insight into the challenges facing a market. My name is Cantiane, and I'm an analyst at Businesscoot, a start-up specializing in market research. Today, we're going to talk about the shaving market, and to do so, I'm joined by Alexis de Guitaut, director of the Rasage Classique website. Alexis, I'd like to start by letting you introduce yourself and, in particular, explain what drew you to the world of shaving.

Alexis, Director of the Rasage Classique website

Thank you very much for having me here today. I'm delighted to take part in your show and try to shed some light on this market. My background: I've had a varied career. I went to business school. I first worked in an investment firm, then in an NGO, then in management consulting for the retail sector. Then I set up my first start-up in men's skincare, in shaving. Then I worked in affiliation, in marketing, and entered this market again. I met ...

3.1 Value chain

In the cosmetics market, production production processes differ depending on the type of product, but cosmetics laboratories have very strict procedures, from the choice of raw materials to human testing in specialized clinics. The trend is even towards ever-higher standards, with brands gradually removing dangerous or controversial substances from their products as they listen to legislators and consumers.

Broadly speaking, this means :

Innovating by proposing new products, and therefore relying on the company's R&D department Proposing product design and marketing Choosing raw materials through raw materials sourcing Carry out dermatological tests and trials (***); Carry out physico-chemical and bacteriological controls. Production start-up in factories The logistics centers then deliver the various products to the appropriate distribution channels.

3.2 Number of companies and number of employees

Change in the number of employees registered in activity ****Z "Manufacture of perfumes and toilet preparations" France, ****-****, in number of employees Source: ****

In France, changes in the number of employees registered under activity ****Z "Manufacture of perfumes and toilet preparations" between **** and **** show a steady growth trend. The number of employees rose by **.**% between **** and **** .

Indeed, in ****, the number of employees was **,***, and has gradually increased each year to reacha peak of **,*** in **** .

This positive trend testifies to the dynamism of the perfume and toiletries manufacturing sector in France over this period. This growth can be attributed to a variety of factors, including sustained demand for beauty and personal care products, innovations in fragrances and toiletries, and investment in research and development.

Change in the number of establishments registered under activity ****Z "Manufacture of perfumes and toiletries" France, ****-****, in number of establishments Source: ****

In France, the trend in the number of establishments registered under activity ****Z "Manufacture of perfumes and toilet preparations" between **** and **** shows an overall growth trend, albeit slightly fluctuating. In ****, the number of establishments was ***, and it increased each year until ****, reaching ***, an evolution of **.**%.

However, in ****, there is a slight decrease of *.**% between **** and ****, with ...

3.3 Distribution dominated by supermarkets

Men's cosmetics products can be distributed via three modes of distribution:

Exclusive distribution: a single distributor for a given area, allowing control of distribution and brand image; Selective distribution: a limited number of distributors to control brand image; Intensive distribution: the manufacturer chooses maximum distribution, to reach a very wide customer base.

There are * main distribution channels for perfumes and cosmetics:

Selective distribution (***); Beauty brands (***); Pharmacies; Supermarkets and hypermarkets; Online sales.

In general, in France in ****, cosmetics purchases between the different distribution channels were distributed as follows:

Breakdown of cosmetics sales by distribution channel France, ****, in Source: ****

In the overall cosmetics market, the breakdown of cosmetics sales by distribution channel in France in **** shows a diversity of consumer preferences. Pharmacies and parapharmacies account for **% of sales, underlining consumer confidence in these distribution channels for the purchase of cosmetics, often associated with professional advice. Selective retailing contributes **%, highlighting consumers' attraction to prestige brands available in exclusive outlets. Large and medium-sized retailers (***) dominate the market with **% of sales, reflecting the convenience and availability of cosmetics in these mass-market stores.

What's more, by **** in France, **% of men will make their beauty and personal care purchases in supermarkets [***]

4.1 Product segments

As a result, men are taking over the beauty segment of the market : traditional care products are no longer sufficient, in line with the new desire to take care of oneself. In addition to the major players in the sector and the luxury houses, which offer more products, other players are adapting their offer, such as Neutrogena and Vichy, which are particularly responsive to this segment. New French brands specializing in men's skincare, such asHorace, are experiencing unprecedented growth,riding thewaves of e-commerce and natural/organic products.

Breakdown of cosmetics sales by category France, ****, % of sales Source: ****

The global cosmetics market is divided into * categories. In ****, the French cosmetics market will show a diversified breakdown of sales by category. The data show that the Beauty and Care category dominates with **%, highlighting the importance attached to skin care. Perfumes also account for a significant share at **%. Body hygiene products also occupy a notable share at **%.

There are several categories of men's cosmetics, encompassing a wide variety of products, ranges and prices for different uses. These products can be classified under * main segments.

hygiene products (***) ; skincare products (***); beauty products (***).

The different types of men's cosmetics brands:

Major brands that have launched special men's ...

4.2 Sales prices

Change in the annual consumer price index recorded under the nomenclature "**.*.*.*.* - Make-up and skin care products" France,****-****, index Source: ****

Changes in the annual consumer price index for make-up and skincare products in France between **** and **** show slight but significant variations. Until ****, increases were very slight, with indices never exceeding ***. However, in ****, the index increases by almost *% compared to ****. In ****, there was a *% change between **** and ****. **** and **** were highly inflationary years, which may explain this situation

To sum up, between **** and ****, the index rose by * points, underlining the rising price of cosmetics in France.

4.3 Development of beauty tech and digital

The rise of beauty tech in the global cosmetics market

Beauty tech is emerging as a major asset for differentiating brands, both online and in-store, by offering personalized experiences. This trend harnesses technological advances to meet changing consumer needs, notably through virtual trials that enhance the shopping experience by amplifying sensory sensations. Although the concept of metavers and NFT is still unfamiliar to four out of ten French people, according to a recent study, these immersive virtual spaces are set to become essential channels for the beauty industry. By combining physical and digital aspects, these hybrid channels promise to revolutionize customer interactions, while strengthening the community around brands. [***]

The impact of social networks on the rise of men's cosmetics

The importance of reach (***) is not negligible in explaining the growth in demand for men's cosmetics.american youtuber Manny Gutierrez became the official mascara ambassador for Maybelline, and instagrammer James Charles, who has over ** million subscribers, became the official mascara ambassador for CoverGirl.

So, Instagram is the social network that concentrates the most traffic for the beauty and cosmetics industry, taking advantage of its lifestyle positioning.

Share of beauty and cosmetics-related publications World, **** Premium Beauty News

In France, there are also a ...

5.1 European regulations governing marketing conditions

Regulation (***) N°****/**** repealed the "Cosmetics Directive" **/***/EEC on **/**/****. The aims of this regulation are "to ensure a high level of consumer health protection, to simplify and harmonize notification procedures, to clarify responsibilities, to guarantee the traceability of products, and to promote and protect the health of consumers".claration procedures, clarify responsibilities, guarantee product traceability, and promote and monitor their marketing within the European market."according to theANSM.

The marketing of a cosmetic product is not conditional on obtaining a marketing authorization. As of the "Cosmetics Directive", responsibility is therefore assumed by manufacturers, importers or others responsible for marketing, according to the CNRS. Negative and positive lists of substances are also included in the regulations.

The **** European regulation introduces additional requirements for pre-marketing safety reports, the obligation to declare a responsible person for each product on the market, and notification of serious adverse reactions. It also defines compliant labels and packaging.

In short, brands must meet several obligations to comply with current regulations:

Appoint a responsible person. establish precise specifications for product composition. Ensure the quality of cosmetic products throughout the manufacturing process. Assess product safety. Provide a complete product file to the authorities (***). Respect the ban on animal testing in cosmetics. Implement ...

5.2 Labeling cosmetic products

Cosmetic product labeling meets regulatory requirements designed to protect consumers and provide them with fair, transparent information.Regulation (***) n°***/**** of July **, ****, which establishes the uniform criteria that claims relating to cosmetic products must meet in order to be used.

The regulations concerning the labeling of cosmetic products stipulate the mandatory information that must appear on them. This information must be clearlyvisible, legible and indelibly written in French. Consumers must be able to find the following information on the label:

Name and address of a contact within the European Union: This information enables consumers to report any problems or undesirable effects associated with the product. Country of manufacture if the product is manufactured outside the European Union. Nominal content (***) of the product. Precautions for use: These indicate the safety measures to be taken when using the product. Dates : Minimum durability date: Mandatory if product durability is less than ** months. It is indicated with the words "Best before..." or an hourglass symbol, specifying the recommended use-by date. Post-opening period: Mandatory if the product's shelf life exceeds ** months. It is represented by an open jar symbol accompanied by the number of months or years during which the product can be used safely after opening. Batch ...

6.1 Segmentation

There are * main types of player in the cosmetics industry, distinguished by their size and positioning:

• Chanel
• Shiseido
• L'Occitane Groupe
• Clinique (Estée LAUDER)
• Clarins Groupe
• Bulldog Skincare
• Horace
• Men-Ü
• Baxter of California
• American Crew
• Jack Black Skin Care
• Anthony Cosmetics
• Aesop (L'Oréal groupe)
• Grown Alchemist (L'Occitane Groupe)
• 66°30
• Bivouak
• Botak
• Into The Beard
• La Crème Libre
• Les Hommes d'abord
• Monsieur Barbier
• Sapiens
• Big Moustache
• Comptoir de l'homme