Size matters: Givaudan eyes gap in the men’s cosmetics market for pore-reducing products

The male cosmetics market is currently one of the hottest segments in personal care, said Micaela Perlada, APAC regional marketing manager, Givaudan.

Speaking to CosmeticsDesign-Asia​ at the 11^th​ Society of Cosmetic Scientists Singapore (SCSS) Suppliers Day, she said there was a need to develop targeting men’s specific skin needs.

“The male consumer is a lot more educated and looking for solutions that solve their specific needs. They no longer want to use their girlfriend’s products. They want to use something that is designed for men because they know that men's skin type is structurally different [from women].”​

In CosmeticsDesign-Asia’s​ in-depth analysis​ of the male personal care market, insight from pioneers and innovators in this segment revealed that men tend to take a problem-solving approach to buying personal care products.

From its consumer market research, Givaudan identified that men were particularly concerned about visible pores. One finding highlighted that large pores were the primary worry of around two-thirds of Chinese men.

While the men’s personal care market is generally “huge”,​ said Perlada, Givaudan sees a lot of potential in APAC, particularly in North Asia.

Recently, Givaudan launched Neoporyl, an active ingredient that claims to reduce pore size quickly. One of its tests on Asian skin showed that it was capable of a 30.2% reduction of pore size in one week.

“Traditionally, pores have been treated with exfoliation methods. However, with Neoporyl, it actually works to restructure the area around the pores, so they aren’t as lax. And at the same time, it does also contribute to that evening of the skin,”​ explained Perlada.

Your skin but better

Overall, Givaudan expects to see more concern for pore size in the market given the latest habit developments such as video conferencing.

“The prevalence of TikTok, Zoom has made people even more critical of how they look like on screen so even the small pores are coming to the forefront,” ​Perlada said.

This issue will be of particular importance in the APAC region, she added.

“Everyone has pores – that’s true, but I think Asian consumers, particularly in North Asia, pay attention to brightening benefits. And obviously, if you have more pores, the brightness of your skin is affected, it goes hand-in-hand.”​

The company also believes this ingredient can tap into the demand for multifunctional products. This includes hybrid products like make-up with skin care benefits.

“Less make-up means maximal skincare. It’s going to be the next generation expectation – not just from skin care but also make-up. It’s about how you can impart benefits to the skin while wearing base make-up that let’s your skin look like skin, but better.”​