{"id":5986,"date":"2021-11-25T08:31:00","date_gmt":"2021-11-25T06:31:00","guid":{"rendered":"https:\/\/blog.weareprovital.com\/?p=5986"},"modified":"2021-11-25T09:22:03","modified_gmt":"2021-11-25T07:22:03","slug":"creme-pour-la-peau-grasse-de-lhommeess","status":"publish","type":"post","link":"https:\/\/blog.weareprovital.com\/fr\/creme-pour-la-peau-grasse-de-lhommeess\/","title":{"rendered":"La cr\u00e8me pour la peau grasse de l\u2019homme \u00e0 l&rsquo;\u00e8re de l&rsquo;inclusion et du genderless"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Developing products that treat <strong>oily skin in men<\/strong> has always been a place for innovation and constant remodelling. This is even more true in today\u2019s landscape: consumers have reached a <strong>post-inclusive mindset<\/strong>, where beauty is increasingly considered genderless and ageless.\u00a0<\/p>\n\n<!--more-->\n\n<p class=\"wp-block-paragraph\">At the same time, consumers are demanding an increasing <strong>transparency <\/strong>and authenticity from brands, seeking out communication channels where exchanges between brands, influencers and followers are horizontal.<\/p>\n\n<p class=\"has-text-align-center wp-block-paragraph\">\n\t\t<div class=\"ic_cta_wrapper\">\n\t\t\t<div class=\"ic_cta_banner\">\n\t\t\t\t<!--HubSpot Call-to-Action Code -->\n\t\t\t\t<span class=\"hs-cta-wrapper\" id='hs-cta-wrapper-ff490be9-ccb3-413b-a28b-6af0721e580f'>\n\t\t\t\t\t<span class='hs-cta-node hs-cta-ff490be9-ccb3-413b-a28b-6af0721e580f' id='hs-cta-ff490be9-ccb3-413b-a28b-6af0721e580f'>\n\t\t\t\t\t\t<!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]-->\n\t\t\t\t\t\t<a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/6867183\/ff490be9-ccb3-413b-a28b-6af0721e580f\" target=\"_blank\" rel=\"noopener\">\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-ff490be9-ccb3-413b-a28b-6af0721e580f\" style=\"border-width:0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/6867183\/ff490be9-ccb3-413b-a28b-6af0721e580f.png\"  alt=\"New Call-to-action\" \/>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/span>\n\t\t\t    <script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script>\n\t\t\t\t\t<script type=\"text\/javascript\">\n\t\t\t\t\t\thbspt.cta.load(6867183, 'ff490be9-ccb3-413b-a28b-6af0721e580f', {\"useNewLoader\":\"true\",\"region\":\"na1\"});\n\t\t\t\t\t<\/script>\n\t\t\t\t<\/span>\n\t\t\t\t<!-- end HubSpot Call-to-Action Code -->\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n  <\/p>\n\n<p class=\"wp-block-paragraph\">The post-pandemic landscape has seen these trends exacerbated. For instance, 46% of women and 41% of men said they have spent more time on social media during the pandemic, according to figures published by <a href=\"https:\/\/www.businesswire.com\/portal\/site\/home\/\" target=\"_blank\" rel=\"noreferrer noopener\">Businesswire<\/a>.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Furthermore, all indicators confirm that COVID-19 has increased<strong> demand for anti-acne treatments<\/strong>, following growing stress and the use of face masks.<\/p>\n\n<p class=\"wp-block-paragraph\">Considering these scenarios, a new product for <strong>oily skin for men<\/strong> must encompass all these trends.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">A specific strategy must be generated for the <strong>younger demographics<\/strong> (typically more interested in reducing sebum overproduction), taking into account the new post-inclusive narratives that captivate them, as well as the new channels and tools (such as social media) for communicating with them.<\/p>\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_87 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Content<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.weareprovital.com\/fr\/creme-pour-la-peau-grasse-de-lhommeess\/#How_BPC_brands_can_reach_the_%E2%80%9Ctik_tok%E2%80%9D_and_%E2%80%9Cfreedom_journey%E2%80%9D_generation_for_a_remedy_for_oily_skin_for_men\" >How BPC brands can reach the \u201ctik tok\u201d and \u201cfreedom journey\u201d generation for a remedy for oily skin for men<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.weareprovital.com\/fr\/creme-pour-la-peau-grasse-de-lhommeess\/#Nelupure%E2%84%A2_the_post-inclusive_active_for_oily_skin_in_men_and_women\" >Nelupure\u2122: the post-inclusive active for oily skin in men and women<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_BPC_brands_can_reach_the_%E2%80%9Ctik_tok%E2%80%9D_and_%E2%80%9Cfreedom_journey%E2%80%9D_generation_for_a_remedy_for_oily_skin_for_men\"><\/span>How BPC brands can reach the \u201ctik tok\u201d and \u201cfreedom journey\u201d generation for a remedy for oily skin for men<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>Hypersecretion <\/strong>of oil in the skin is a common problem that occurs when the sebaceous glands produce too much sebum, giving the skin a shiny, oily appearance. Secondary effects like blemishes, dilated pores and acne (Sakuma &amp; Maibach, 2012) can be so visible that they may cause emotional issues.<\/p>\n\n<p class=\"wp-block-paragraph\">Although it\u2019s not circumscribed solely to younger generations, the fact that acne is more prevalent in younger men and women, means BPC brands must generate products and communication strategies for this specific target.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">To develop a successful product for oily skin for men today, this means taking into account new values and ways to communicate:\u00a0<\/p>\n\n<ul class=\"wp-block-list\"><li><strong>Freedom journey values: <\/strong>younger consumers see products as assets that enhance their self-expression. Self-experimentation and self-education through the internet and social media are prevalent, especially in pandemic scenarios where people have been spending more time at home.\u00a0<\/li><\/ul>\n<ul class=\"wp-block-list\"><li><strong>New channels<\/strong> to <strong>educate and entertain. T<\/strong>he short-video platform Tik Tok has reached <a href=\"https:\/\/blog.hootsuite.com\/tiktok-stats\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><strong>689 million<\/strong> global active users<\/a> as of January 2021. This social media has propelled a <strong>new skincare conversation<\/strong> around freedom, authenticity and education, where new influencers are leading these trends.\u00a0<\/li><\/ul>\n<p class=\"wp-block-paragraph\">In order to fit these new communication channels, brands must both educate and entertain consumers. BPC companies are expected to communicate in a transparent manner and use their sense of humor while, at the same time, educate consumers on the science behind their product\u2019s claims.<\/p>\n\n<ul class=\"wp-block-list\"><li><strong>Embrace imperfection.<\/strong> The post-inclusive scenario also means brands must ditch unrealistic beauty ideals in advertising. This is especially true for acne treatments: while the presence of acne can cause distress, with sufferers noting its detrimental impact on self-confidence, brands must provide an optimistic, all-inclusive point of view in their narratives, that encourages natural results and looks.\u00a0<\/li><\/ul>\n<ul class=\"wp-block-list\"><li><strong>Science with a twist.<\/strong> Younger consumers are interested in science-backed claims in beauty and personal care products. For instance, in Indonesia, 87% of consumers trust products and ingredients created by scientists; this grows to 94% for women aged 25-34, according to <a href=\"https:\/\/es.mintel.com\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Mintel&rsquo;s <\/a>35-market consumer research study.<\/li><\/ul>\n<p class=\"wp-block-paragraph\">However, companies must be able to mix science with humor, adding pop-culture references and making sure they can both inform and entertain consumers.<\/p>\n\n<ul class=\"wp-block-list\"><li><strong>Genderless products. <\/strong>Beauty categories are seeing how gender-neutral products are increasingly demanded. For instance, in the US, <a href=\"https:\/\/data.mintel.com\/databook\/918322\/question\/Q24Net\/group\/7?country=3&amp;d=gender&amp;d=age&amp;d=gender_and_race#Q24Net\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">50% of White men and 53% of Black men<\/a> have or are interested in using genderless personal care products, and these figures are much higher for younger men.<\/li><\/ul>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nelupure%E2%84%A2_the_post-inclusive_active_for_oily_skin_in_men_and_women\"><\/span>Nelupure\u2122: the post-inclusive active for oily skin in men and women<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.weareprovital.com\/en\/careactives\/nelupure\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><strong>Nelupure\u2122<\/strong><\/a><strong> <\/strong>can provide the right solution for brands looking to generate a treatment for oily skin in men that is successful today.<\/p>\n\n<p class=\"wp-block-paragraph\">This active gets <strong>oily skin under control<\/strong> by reducing the activity of key factors in <strong>sebum overproduction.<\/strong> This is done through a blended extract from two types of lotus flower, the Egyptian Lotus (<em>Nymphaea<\/em> <em>caerulea<\/em>) and the Sacred Lotus (<em>Nelumbo<\/em> <em>nucifera<\/em>), thus also appealing to vegan and eco-oriented young consumers.<\/p>\n\n<p class=\"wp-block-paragraph\">Nelupure is thus a great active to provide natural sebum-regulating claims for younger generations and treating oily skin in men:<\/p>\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<ul class=\"wp-block-list\"><li>It\u2019s <strong>genderless <\/strong>and its efficacy has been proved in a young panel of volunteers, which included both young men and women.\u00a0<\/li><li>It provides <strong>science-backed, immediate results<\/strong> for in-vivo efficacy 8 hours after the first application on Shine and sebum production ( thanks to an empirical decrease of active sebaceous glands) and a reduction of -15% concerning the area covered by sebum.<\/li><li>It encourages natural, all-inclusive beauty: the active reduces excess sebum production in the skin and the processes that cause inflammation of the pores, leaving a <strong>smooth, radiant and natural-looking skin<\/strong>.<\/li><\/ul>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">\n\t\t<div class=\"ic_cta_wrapper\">\n\t\t\t<div class=\"ic_cta_banner\">\n\t\t\t\t<!--HubSpot Call-to-Action Code -->\n\t\t\t\t<span class=\"hs-cta-wrapper\" id='hs-cta-wrapper-fad7c237-7cdc-406e-8e07-c90983a7a50e'>\n\t\t\t\t\t<span class='hs-cta-node hs-cta-fad7c237-7cdc-406e-8e07-c90983a7a50e' id='hs-cta-fad7c237-7cdc-406e-8e07-c90983a7a50e'>\n\t\t\t\t\t\t<!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]-->\n\t\t\t\t\t\t<a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/6867183\/fad7c237-7cdc-406e-8e07-c90983a7a50e\" target=\"_blank\" rel=\"noopener\">\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-fad7c237-7cdc-406e-8e07-c90983a7a50e\" style=\"border-width:0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/6867183\/fad7c237-7cdc-406e-8e07-c90983a7a50e.png\"  alt=\"New Call-to-action\" \/>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/span>\n\t\t\t    <script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script>\n\t\t\t\t\t<script type=\"text\/javascript\">\n\t\t\t\t\t\thbspt.cta.load(6867183, 'fad7c237-7cdc-406e-8e07-c90983a7a50e', {\"useNewLoader\":\"true\",\"region\":\"na1\"});\n\t\t\t\t\t<\/script>\n\t\t\t\t<\/span>\n\t\t\t\t<!-- end HubSpot Call-to-Action Code -->\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n  <\/p>\n<\/div><\/div>\n\n<p class=\"wp-block-paragraph\"> <span style=\"color: initial;font-size: revert\"> <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Developing products that treat oily skin in men has always been a place for innovation and constant remodelling. This is [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":5977,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[38],"tags":[],"class_list":["post-5986","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-encourager-toutes-sortes-de-beaute"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La cr\u00e8me pour la peau grasse de l\u2019homme \u00e0 l&#039;\u00e8re de l&#039;inclusion et du genderless<\/title>\n<meta name=\"description\" content=\"Les traitements tels que la cr\u00e8me pour la peau grasse de l\u2019homme doivent \u00e9voluer en fonction des nouvelles tendances post-pand\u00e9miques.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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