Are boys really such strangers to care products as is often claimed? And what differences are there when it comes to the use of the products? In an in-depth psychological-representative study* on behalf of the German Cosmetic, Toiletry, Perfumery and Detergent Association (IKW), it became clear that boys have caught up a lot in terms of cosmetics and personal care. It is true that young men still frequently associate the term "cosmetics" with decorative cosmetics, i.e. "products for your face and nails". But just like young women, young men also value a well-groomed appearance – both closely associate their external appearance with their own self-worth. The smarter they look, the better and more confident they feel in themselves.
For example, at the first signs of puberty, boys and girls alike start to use care products which help to tackle spots, greasy hair or the smell of perspiration. Boys no longer leave the house without a daily shower, washing their hair and using a deodorant. In the case of hairstyling they actually outdo the girls and are considerably more adventurous where their haircuts are concerned. 50 percent of boys use hairstyling products at least once a day.
In the process of growing up, increasing importance is given to products such as deodorant, shampoo, etc. which are intended to emphasise individual personality and increase attractiveness. The development of one’s own masculinity or femininity is becoming increasingly more important. For example, young men are investing more time and effort in looking after their beards. Ever since men started to wear beards again, many young men have devoted more attention to the care of this distinctive sign of their own masculinity. After all, the abundance of the beard is a clear sign of whether you are still a mummy’s boy or are already a big guy.
For their part, girls use products such as lipstick, eyeliner and mascara to emphasise their femininity. They deliberately use mascara to attract the attention of others. 67 percent apply mascara at least once a day and many actually own several products. And when it comes to nail varnish, girls have whole treasure chests full of different colours, so that they can always look their best, right down to their finger tips.
About IKW
The German Cosmetic, Toiletry, Perfumery and Detergent Association, with headquarters in Frankfurt am Main, was founded in 1968. It represents the interests of more than 400 companies from the fields of beauty and home care on a national and European level. With sales revenues of almost EUR 18 billion, the member companies cover approximately 95 percent of the market and employ a workforce of approximately 500,000 people.
IKW is the contact partner for its member companies, ministries, public authorities, consumers, institutions and associations as well as for the media as far as scientific, regulatory or business topics are concerned. Experts from the beauty care and home care departments within IKW provide competent answers to questions concerning skin and hair care, beauty and self-esteem as well as hygiene and cleaning.
* Youth undisguised, The self-perception and self-esteem of adolescents and young adults, An in-depth psychological-representative study from Rheingold Salon compiled for IKW – German Cosmetic, Toiletry, Perfumery and Detergent Association. This in-depth psychological representative study on the transition to adulthood was carried out within the framework of the qualitative polling, group discussions and individual in-depth interviews. 56 adolescents and young adults aged between 14 and 21 years were interviewed. For the representative quantitative survey 1,012 adolescents and young adults aged between 14 and 21 years were surveyed.
