One LifeVestís Journey To Reach The Male Anti-Aging Market
Can One LifeVest Sell Anti-Aging Serum to Men?
The historical tendency to sell beauty products for women is not without reason. Women, more than men, believe that their appearance has a tangible affect on how they see themselves, but more importantly, how others see them. Half of US women believe that wearing makeup gives them an advantage at work and makes them feel more in control. A L'Oreal survey found that 82% of women believe wearing makeup makes them feel more confident; 86% of women believe it improves their self image.
This emotional tie with appearance is what makes women reliable sources of consumption. An average American woman will spend around $16,000 on makeup alone, over the course of her life. Even during recessionary periods, women are willing to shell out cash for anti-aging skincare (amazon.com/anti-aging) and organic beauty products. Sales of cosmetics and toiletries reached $36.5 billion in 2010, which far surpassed pre-recession levels.
Yet, men are also spending more on "grooming" and beauty products. Social progress has made it less taboo for men to care and spend time and money on their appearance. In the UK, men annually spend 65 million pounds on skincare products, 88 million on fragrances, and 278 million pounds on grooming. 9 out of 10 men, in the US, use some sort of grooming product today, according to an NPD Group study. Globally, the men's grooming market grew by 7.4% from 2009-2010, to reach a total value of $29.6 billion.
Like many other industries, much of the projected growth in the beauty market stems from the emerging market, particularly Asia. Ashley Kang, Asia's Regional Director of Beauty at Kantar Worldpanel noted that, "with 748 million men aged over 15, the potential consumer base for male grooming products in Asia is huge." They also don't suffer from Old World notions about beauty. 80% of them claim they care about their looks. In China, 73% of men pay attention to their appearance because "women like it," while a majority of men in the Philippines, Vietnam and Malaysia feel it's important for their job.
While more men are taking time and spending more on beauty products than they have before, the numbers belie the fact that relatively few men are actually using beauty products today. The NPD Group claims that 75% of men ages 18 and up are not currently using facial skin care products. While their proportion of the market is growing, some estimates show men representing only 4-10% of the overall beauty and cosmetic market. Surveys show that for men to use a product, he must first be aware that there is an underlying need that requires addressing. Moreover, men value function over fashion. Beauty products should work well first, and look nice, second. In addition, men want speed, convenience and immediate results, along with portability.
One LifeVest's innovative Vitamin C +Hyaluronic serum aims to meet these challenges. The serum is an anti-aging solution that fights wrinkles by stimulating collagen production and tightening loose skin. Founder Ms. Magdalena Solihin believes men will recognize the product's utility. The serum's organic ingredients work quickly; many users report visible results within weeks. Moreover, the serum integrates seamlessly into regular routines. It's applied right after a facial wash, and left to dry on the skin's surface, taking less than five minutes to use.
The biggest challenge, however, remains convincing men that their aging skin requires care. Yet, One LifeVest remains confident that certain social forces will show men their need for a skin care product. Globally, aging populations will naturally drive men to anti-aging serums. Additionally, scientific research continues to show how pollution, smoking, bad diets, and other modern-day detritus negatively affect our skin. As more men begin to realize how they're being affected and begin to look for natural skin care solutions, One LifeVest hopes to provide the answer.
About One Life Vest
One Life Vest, a southern California-based company is dedicated to protecting the well-being of Earth's inhabitants by using all natural and organic ingredients for their health (amazon.com/health) and beauty needs. Compelled to finding the safest and most beneficial ingredients that nature has to offer, extensive studies have been tested on a myriad of plants in an FDA-approved laboratory. One Life Vest has combined the amazing benefits of natural plants with modern day science, to bring the best gift nature can offer.
One Life Vest
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