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Gone are the days of a quick shave and dash…men’s grooming has evolved into a full-blown ritual, where self-care meets precision! With new products and innovations hitting the market, grooming routines are now an essential part of self-care. From hypoallergenic blades to natural ingredients, the options are endless.
But what are men really looking for when choosing their go-to products?
As more men adopt tailored grooming routines, now is the perfect time to explore the growing world of men’s grooming rituals and how sensitive skin plays a key role in their purchasing decisions.
Objective
We set BoltChatAI on a mission to find out exactly what matters most to men when it comes to grooming products. Our Qual at Scale platform dug into the grooming habits of men aged 25 to 60 in the United States, with a particular focus on those with sensitive skin.
We wanted to understand which ingredients and product features they seek out, and how skin-friendly formulations influence brand loyalty.
We also wanted to evaluate the impact of innovative features, such as lubricating strips and hypoallergenic blades, and how men balance the need for a close, effective shave with the desire for skin-friendly products.
Methodology and Audience
Using BoltChatAI’s detailed discussion guide, we engaged with men across the U.S.
Our AI-powered platform allowed us to gather a wide range of insights on everything from their daily routines to the factors that influence their brand loyalty.
Our consumer chats included questions about product features, the importance of ingredients and how they handle skin irritation after shaving.
Men’s Grooming Preferences
One recurring theme from our AI-driven discussions was the high priority men place on products that cater to sensitive skin. Many participants expressed frustration over skin irritation, razor bumps, and cuts, and stressed the importance of hypoallergenic, fragrance-free products.
While a smooth shave is the ultimate goal, men are increasingly cautious about the ingredients they’re putting on their skin, with many looking for products that offer both hydration and protection.
Lubricating strips and multi-blade razors were also discussed, with men showing mixed feelings about their effectiveness. While some appreciated the added comfort and close shave, others questioned whether these features actually made a difference for sensitive skin.
The Rise of Natural Ingredients
Natural ingredients are playing a major role in the men’s grooming market. Many respondents noted that they look for products that moisturise and exfoliate the skin, favouring ingredients like aloe vera and shea butter for their soothing properties.
There was a clear desire to avoid chemicals such as aluminium sulphate and artificial fragrances, with men preferring products that have easily recognisable and trustworthy ingredient lists.
This trend is reshaping the market, with many men willing to pay more for grooming products that promise natural benefits and better skin health.
However, some remain sceptical about whether natural ingredients actually improve shave quality, suggesting that product performance still holds the crown.
Innovative Features and Loyalty
Innovation is driving change in men’s grooming, with new features like hypoallergenic blades and lubricating strips gaining popularity.
Men with sensitive skin are particularly interested in razors that offer a balance of comfort and performance. The concept of a razor that protects against irritation, while still providing a close shave, was high on their wish list.
Brand loyalty is tied to this balance, with many men sticking to trusted names like Gillette, but remaining open to switching if a new product offers better skin compatibility.
Free trials or sample sizes were suggested as a great way to encourage men to try new products without committing to full-sized purchases. Try before you buy!
The Ideal Grooming Product
When it comes to the perfect grooming product, men with sensitive skin know what they want.
Many respondents described their ideal razor as one that delivers a sharp, precise shave without cutting the skin or causing irritation. Moisturising properties were often mentioned as a must-have feature, along with the ability to handle multiple grooming tasks efficiently.
Interestingly, while performance remains important, men are increasingly aware of the need for skin-friendly products. This delicate balance is what drives their loyalty and brands that can successfully offer both are likely to win them over.
Beyond the Routine
Men’s grooming routines are getting a serious upgrade. Guys are after products that not only get the job done, but leave their skin feeling smooth and irritation-free.
Ready to cut through the details? Check out the full report! Want to see how BoltChatAI can shave time off your research process? Click that ‘Book A Demo’ button in the top right and let’s get started!
