When it comes to beauty and personal appearance, women report spending more time and money perfecting their appearance. However, during the last decade, the range of beauty and personal care products considered socially acceptable for men has expanded, including in this grouppyjamas; and to which men pay more and more attention to their personal appearance.
One-third of men spend more than thirty minutes a day grooming, opening up a number of opportunities for companies, both in personal care and nightwear like pajamas , to develop products aimed at the unique needs of this segment of men. Men especially concerned about appearance. Additionally, as more men become interested in improving their appearance, expanding their grooming habits and product use, it will be essential for brands to create men-specific products, allowing men to feel more comfortable at rest and in personal care.
Daily Time Dedicated to Personal Appearance
Men's beauty and grooming needs are not uniform across all regions or consumer types. In fact, a critical factor that distinguishes 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 recognized 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 use regularly does. In four categories of personal care items (fragrances, hair care, skin care and cosmetics); Men in emerging markets are diversifying their product choices and occasionally indulge in more traditionally feminine toiletries and cosmetics.
Across all markets, 85% of men who have used deodorant in the past three months rely on daily applications of the product to keep them smelling fresh. Men in developed markets tend to stick to the 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 scents.
Latin American men are particularly diligent about smelling fresh; Every day, 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 boost 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.
Once again, these appearance-conscious men in emerging markets are seeking modern and trendy styles by diversifying their use of modern and on-trend pajamas , while men in developed markets stick with basic styles. To increase their sales of men's hair care products, industries and retailers can attract men in emerging markets with more diversified and sophisticated hair care products.
Suitable Cosmetics
While not as common as other personal care products, cosmetics are slowly entering the men's grooming routine, especially in emerging markets. Worldwide, one in two men reports that he uses 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 are dabbling in 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 must keep an eye on men in emerging markets to enjoy traditionally feminine cosmetic products.
Men around the world are increasingly turning to beauty and personal care products, which go hand in hand with pajamas as well. While basic, simple, 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 that men in emerging and developed markets incorporate into their grooming, rest and sleep routine; reinforcing the importance of personalized marketing and product development when targeting these groups.
Brands and retailers should highlight “basic” and “masculine” product characteristics 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. In contrast, men in emerging markets will be more attracted to a broader range of products with specialized varieties and innovative combinations.
It is said that clothes make the man, and although generally they are not talking about pajamas in those cases, pajamas are still considered clothing. Therefore, what a man chooses to sleep in also defines him, to a certain knit. 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 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 adapt to your needs.
"Undoubtedly, the use of pajamas is increasingly immersed in the 'department' of personal care. In this new current perspective on masculinity, this garment does not lose prominence; on the contrary, it enjoys a growing popularity that is evident in sales reports and the increase in numbers at specialized stores and recognized brands, as well as the resurgence of its use as a trend, to the knit of reaching fashion runways."