Insider’s reached out to Emma Nowakowski, Global Director, Education & Training, OM4 Organic Male to talk about men’s skincare and grooming trends. Here’s what she shared with us.
Men are an underserved demographic, yet they are looking for attention and options served to them in the right way. At OM4 we focus our attention and education directly on the guest. Our goal is to develop dialogue around skincare and grooming needs that utilizes humor and heartfelt emotions to break the down the walls that keep men from exploring options in the skin health and wellness, plus grooming sectors.
For example, during our Men’s Face Fitness Treatments we incorporate Face Grooming Analysis, utilizing a beard comb to go deeper than just the hair to treat the underlying skin beneath. Facial hair is here to stay, so we need to make this a standard in men’s skin analysis.
I personally love seeing a more health-focused approach to skin protection, like OM4s’ Sunsecure Natural Mineral SPF 30. We are also pleased to see an openness to men incorporating cosmetic products into their day-to-day regimen, from a simple dot of concealer to a daily ritual of cc/bb crème. Why shouldn’t men have access to creating a vibrant skin finish?
While gender identity and inclusivity are hot topics of conversation in the industry, the reality is most men are not there yet.
Big retailers are finally recognizing this is a growing market, and have designed store layouts to meet male consumers’ needs in this category, while some have incorporated grooming services at their outlets, enhancing the customer experience and creating opportunities for cross-selling. Target specifically has created a man-centric area, focusing on everything from the standard grooming products to the more taboo, such as Manscaped, a men’s grooming package featuring products specifically designed to trim a man’s most intimate areas.
We love Sephora’s marketing approach to cosmetics, expanding its visibility to pure inclusivity, which is the vision for our haia skincare line launching later this year, a gender neutral, inclusive and not exclusive brand, looking to create awareness, confidence, acceptance, diversity, authenticity, and most importantly inclusion.
While gender identity and inclusivity are hot topics of conversation in the industry, the reality is most men are not there yet. We still need to meet the “novice groomer” with tons of questions where he is. That conversation is best had within a safe space–all masculine men-only brand. In another decade, an inclusive brand like haia will obviate the need for exclusively men’s brands. Not today!
Until that time, OM4 will continue to take a leadership role in educating men on best practice skin wellness and grooming routines.