When it comes to beauty and personal appearance, women report spending more time and money perfecting their look. However, over the last decade, the range of beauty and personal care products considered socially acceptable for men has expanded, including in this group knit pajamas; and men are paying increasing attention to their personal appearance.
One third of men spend more than thirty minutes a day grooming themselves, opening up a range of opportunities for companies, both in personal care and nightwear such as pajamas, to develop products aimed at the unique needs of this segment of men especially concerned with appearance. Furthermore, as more men become interested in improving their appearance by extending their grooming habits and product use, it will be essential for brands to create products specifically for men, allowing them to feel more comfortable during rest and personal care.
Daily Time Dedicated to Personal Appearance
Men’s beauty and personal care needs are not uniform across all regions or consumer types. In fact, a critical factor distinguishing low-maintenance men from higher-maintenance men is whether the consumer lives in an emerging or developed market.
As disposable incomes rise and Western culture expands in emerging markets, male consumers in these countries are putting more effort into their appearance and using a wider range of products than many of their counterparts in developed countries. Hence the rise of luxury pajamas and well-known brands.
While the amount of time men spend on beauty and personal care each day does not differ dramatically between emerging and developed markets, the range of products men regularly use does. In four categories of personal care items (fragrances, hair care, skin care, and cosmetics); men in emerging markets are diversifying their product and pajamas choices, occasionally indulging in more traditionally feminine toiletries and cosmetics.
Across all markets, 85% of men who have used deodorant in the last three months rely on daily applications of the product to maintain a fresh scent. Men in developed markets tend to stick to basics and are twice as likely to apply deodorant as cologne, and four times more likely to apply deodorant than body spray. Men in emerging markets, however, are equally likely to apply cologne and deodorant, and some also regularly spray body fragrances.
Latin American men are particularly diligent about smelling fresh; daily, nearly 100% of male product users in Brazil, Colombia, and Mexico apply deodorant, and more than 70% apply body sprays and cologne. In emerging markets, industries and retailers can drive sales by diversifying deodorants and other fragrances with modern and fashionable marketing, especially in Latin America.
Hair and Sleep Care
Most men keep it simple with hair products, using only shampoo in their daily routine. About 40% of men also pamper their locks with hair conditioner; Latin American and Indian men are more likely to add this extra step to their shower routine. Men in emerging markets are also twice as likely to apply hair oils, use hair fragrances, and apply hair loss treatment products.
Again, these appearance-conscious men in emerging markets seek modern and fashionable styles by diversifying their use of modern knit pajamas and trending styles, while men in developed markets stick with basic styles. To boost their sales of male hair care products, industries and retailers can attract men in emerging markets with more diversified and sophisticated hair care products.
Appropriate Cosmetics
While not as common as other personal care products, cosmetics are slowly being incorporated into men’s grooming routines, especially in emerging markets. Worldwide, one in two men reports using at least one type of cosmetic product. In developed markets, men rely on more basic cosmetics, such as lip balms and, rarely, foundations.
In emerging markets, men venture into a wider variety of cosmetic products, using lip gloss in addition to lip balm and BB creams in addition to foundation. Nail polishes are also becoming increasingly common for men, especially in Colombia, where 35% of men report using them weekly. Retailers and industries should be attentive to men in emerging markets to capitalize on traditionally feminine cosmetic products.
Men worldwide are increasingly indulging in beauty and personal care products, which go hand in hand with pajamas as well. While basic, simple, and low-maintenance routines remain the norm in developed markets, men in emerging markets tend to lean toward more modern, sporty, and fashionable styles.
These style preferences are evident in the products men in emerging and developed markets incorporate into their personal grooming, rest, and sleep routines; reinforcing the importance of personalized marketing and product development when targeting these groups.
Brands and retailers should highlight the “basic” and “masculine” features of products when promoting personal care products in developed markets, for example: silk pajamas over cotton ones, deodorant over fragrance, shampoo over conditioner, and lip balm over lip gloss. Conversely, men in emerging markets will be more attracted to a wider range of products with specialized varieties and innovative combinations.
It is said that clothes make the man, and although pajamas are generally not mentioned in those cases, pajamas are still considered clothing. Therefore, what a man chooses to sleep in also makes him, to some extent. In any case, the pajama is a garment that has no expiration date and should always be present in the wardrobe of any man who wants to maintain in good condition; his mood, rest, sleep, and the sensitivity and care of his skin. On our website El Búho Nocturno you will find all kinds of pajamas that you will surely like and that will suit your needs.
Undoubtedly, the use of pajamas is increasingly immersed in the “personal care” department. In this current new perspective on masculinity, this garment does not lose prominence; on the contrary, it enjoys growing popularity evident in sales reports and the increase in their numbers, in specialized stores and well-known brands, in the resurgence of their use as a trend, to the point of reaching fashion runways.