Many men are spending more time than ever on grooming. Over 9 in 10 men (ages 18+) are using some sort of grooming product today, which can include facial and body skincare, shaving, hair care, and fragrance, according to a new study, Men’s Grooming Consumer Report conducted by market research company The NPD Group Inc. However, only one quarter of men are currently using facial skincare products, such as facial cleansers and moisturizers, lip and eye products, and anti-aging treatments.

The men’s facial skincare market has grown 11 percent in dollar sales in 2011, compared to 2010, according to the report. When looking at those men using facial skincare, over one-third (37%) reported using facial cleansers (excluding bar soap) and facial lotions/moisturizers. Three in ten (30%) were cited using lip products, and over one-fourth (26%) are using acne treatment products. Even within facial skincare, men purchase the more commonly used products that target basic cleaning and moisturizing, while those that offer more specialized benefits such as treating acne and preventing or diminishing the signs of aging, are less likely used by men.

“There is a huge opportunity with men for facial skincare. The challenge is getting them involved and engaged,” said, Karen Grant, vice president and senior global industry analyst, The NPD Group. “Seventy-five percent of men ages 18 and up are not currently using facial skincare products. There is a feeling that facial skincare products are not needed unless you have a specific skin problem such as acne. For men to use a product, he first must be aware that there is an underlying need that requires addressing,” she said.

“Once men know they have a need to fill, their problem-solution orientation will fuel their desire to find products to alleviate their grooming challenges. They also have to unlearn the idea that the body skincare product they use such as bar soap and body lotion works just as well for facial skin. And, while men of all ages present an opportunity, need-based opportunities seem to be most pronounced with Black and Hispanic men, as well as younger men ages 18 to 34. To create life-long user, marketers will not only need to build awareness of the benefits that products offer, but also show that these products can be seamlessly incorporated into his grooming routine,” she said.