The latest research from Mintel reveals that online retailing is the ultimate shopping channel for American men when it comes to beauty products.

According to the market research company, the ease and convenience features of shopping online appeals to some 60% of men aged 18-34 who buy beauty products – and they agree that buying online is more convenient than shopping in-store.

This compares to 52% of women of the same age – and 41% of their older male counterparts (aged 55+).

Moreover, 37% of younger men who buy beauty products also report being more likely to make impulse purchases when shopping online compared to shopping in-store, versus 26% of female consumers of the same age.

Shannon Romanowski, beauty and personal care analyst at Mintel, said: “The time-saving factor is one of the key drivers for shopping online. As men are particularly motivated by time-saving and convenience as reasons for shopping online, beauty retailers may want to consider expanding more marketing efforts to this often untapped consumer in the beauty category.

She continues, “Men are a prime target for online beauty retailing as they are less likely to want to spend a lot of time browsing stores and are looking for quick, simple and convenient ways to get the products they want. Additionally, the internet allows for a level of anonymity when shopping for products that may be a bit embarrassing to shop for in person like anti-aging or hair thinning products, particularly for men.”

Mintel’s research also shows what types of beauty products online shoppers purchase he most. So – what’s the most popular online beauty purchase? Facial skincare.

One in ten (10%) U.S. consumers who buy online say they have bought facial skincare products online in the last year, followed by women’s fragrances (8%), male fragrances (7%), and makeup (8%).

“Facial skincare, fragrance, and makeup are the most purchased beauty products online, which is a departure from the most purchased beauty products in-store,” explains Romanowski.

She continues, “These products tend to be higher priced, making them more of an investment, and also have longer purchase cycles so consumers may not mind waiting a little longer for shipping. Online shopping also provides consumers with access to more premium and specialty items that were once only available to those who lived near urban areas or high-end shopping outlets.”