Not all men want to discuss about skin problem or skin cancer. More than 280,000 skin melanoma cases were reported globally in 2018. Of these instances, more than 150,000 were in men, and the death rate in men continues to rise. Despite these statistics, males are less likely to link with awareness and prevention campaigns of skin melanoma than women.
DMS recently conducted studies and interviews to understand male viewpoint and barriers on sunscreen as well as their habits of using cosmetics and SPF products. Here are the insights they gain.
When it comes to the use of cosmetic products, men tend to take a short-term perspective; their priority is to solve issues rather than prevent them in advance. In other words, when males feel their skin tightening, they are more likely to apply moisturizers than to purchase and apply cosmetic personal care products on a daily basis. Unlike women, caring for their skin is not a pleasure men want to pursue.
Research by DSM has shown that men have a very simple knowledge of SPF and are not conscious of products that offer SPF protection beyond traditional sunscreens. They understand it's dangerous to be in the sun, but later they would rather cope with any unwanted effects.
The results also indicated that barriers to sunscreen use vary depending on the industry, suggesting that the advantages of the sun care product should be specific to distinct areas. French men are interested in tanning and think this would be prevented by using an SPF product. Young men in China, on the other hand, either use very elevated SPF products or remain away from the sun because fair skin is attractive in their culture. Men in the U.S. and Brazil only associate sun care with the beach and holidays, so they feel little need to apply it every day, particularly as some believe that living in an urban area implies less sun exposure.
Packaging can be an obstacle, as people do not sometimes relate to it, perceiving it as childish and cheap. The study by DSM discovered that most men prefer blue, orange and pink packaging with family-oriented products, while sun symbols on labels mean a beach-only sunscreen in their minds. Men would be more likely to buy a multiple-benefit, daily skin care product with a dark color scheme and minimalist and chic packaging design, as this would be considered a premium male product. Beach care packaging, on the other hand, with a smooth color scheme should be more science-focused.