Marks & Spencer is launching its first skincare range for men this month as part of a move to capitalise on the change in British men’s grooming habits.
The Skincare for Men range, which will go on sale in selected M&S stores across the UK, claims to offer “a new solution in a new man’s world”.
It was developed following research by the retailer which found that while men are increasingly interested in enhancing their looks, they are also confused by the vast array of products sold in larger chemists and department stores.
The men interviewed by M&S wanted high-performance products with clear packaging and felt uncomfortable shopping for grooming products in “feminine environments”. The range will be sold in M&S’s menswear section and in its in-store “beauty shops”.
M&S this week reported a 20 per cent rise in half-year profits to &£220.3m before tax, for the period to September 29, compared with &£183.4m the previous year.
The roll-out of its George Davis-designed Per Una clothing range is now back on track after the range experienced overwhelming demand.
Per Una is sold in 55 stores and will be rolled out to 90 before the end of the month.