Most Men Happy to Receive Self-Care Products, but Wouldn’t Buy Any for Themselves

Ever wondered how men view luxury skincare products and gifts?

Designer department store Liberty London conducted a survey asking 2,000 men aged 18-65+ about their self-care and skin care habits to better understand how men view luxury skincare products. 

33% of men said they use personal care products, with the largest age group being aged 18-24 years old (79%), followed by 25-34-year-olds (39%). 

The researchers asked how important self-care is to them and over half (59%) said it was important, with 29% engaging in self-care practices daily. This number was highest amongst 55-64-year-olds (38%) followed by the 65+ age group (32%). 

Key Study Findings

• 59% of men said self-care is important to them, but only 36% of men use personal care products regularly.
• 40% of men do not intend to buy any self-care products over the next 12 months, and 58% have never bought any luxury self-care products.
• 88% of men said they would be happy or wouldn’t mind receiving luxury self-care products as a gift.

Predominantly, younger men (aged 18-34) engage in self-care practices weekly (62%). The highest bracket for never participating in self-care practices was 55-64-year-olds, with 10% never engaging in any self-care. 

Men’s Skin-Care Practices

When exploring which specific self-care practices men undertake, the researchers found that:

• 46% of men said they exercise
• 44% of men eat healthily
• 44% of men try to get a good night’s sleep
• 34% take multivitamins
• 33% use personal care products
• 15% attend a spa

Interestingly, 47% of men said they have never or do not remember receiving luxury self-care products as a gift. Despite this, 50% of men said they would be happy to receive self-care products as a gift, with the majority being aged 18-24 (64%) and 35-44 (64%). 

Commenting on the findings of the study, Liberty's Digital Marketing Manager Mwaka Kalawo, said: 

"The results from the study were somewhat surprising to see. They revealed that men are not interested in purchasing self-care products for themselves but are happy to receive them as a gift."

A Little Encouragement

With these findings in mind, you may want to encourage the men in your life to step up on their skincare habits, andhand them holiday gifts featuring a variety of luxury men’s skincare products. Half of men surveyed said they would be happy to receive self-care products as a gift.

In fact, 53% of men said they have never or do not remember being gifted an advent calendar as an adult, making this a perfect gift this Christmas holiday season. 

“A daily deep cleanse is vital to rid the skin of any dirt of harmful bacteria collected throughout the day, and in turn prevent breakouts.,” says Liberty. “This is especially important after shaving, and particularly important if you clean shave, as the skin is now exposed to all and any elements.”