ESPM study analyzes male self-care and skincare trends

A study conducted by the Center for Applied Marketing Studies (CEAM) at ESPM reveals a growing interest in self-care and skincare among men in the São Paulo Metropolitan Area. According to the research, 91.7% of the 295 men surveyed expressed a high concern for their personal appearance, with 83% stating that appearance is very important in their daily lives.

Beyond aesthetics, health and longevity are significant drivers for consumption. Approximately 68% of respondents indicated they would purchase skincare products for health-related reasons, and 88% reported actively reflecting on their own health.

Digital platforms play a crucial role in the purchasing process. The study found that 83% of men use social media to seek information and guidance before buying personal care products. Furthermore, social proof is a major factor, as 73% of participants stated they would adjust their preferences based on online reviews or purchase products recommended by friends.