Millennial Dads Bring Self-Care Into The Fathers Day Gifting Realm

Curated by Claudia Shannon / Research Scientist / ishonest

Ceylon's digital magazine taps into the male self-care effect with interviews and lifestyle content to build a robust culture around the brand, said its founder, Patrick Boateng. It's not just the grooming; it's wellness, it's well- being, it's self-understanding, it's about growth, it's about health. That's the journey that a lot of our guys are going into.

There's this broader excitement and discovery element around self-care and personal care, in general, said Matt Mullenax, co-founder and CEO of men's personal care brand Huron, which is offering a Father's Day buy-two, get-one- free deal of its body-care products. What was historically a purchase you wouldn't really talk about that often, or a category this guy might not have cared that much about, in 2021 is something he's actually really focused on.

Huron also features blog content around skin-care routines and mental health.

So many subjects that were previously taboo are not off the table any longer. We can talk about them, said Matt Teri, Huron co-founder and chief development officer. Personal care is not personal hygiene any longer; it's so much more than that. Self-care is a mindset. It's health, wellness, fitness taking care of yourself, your body, your mind.

To get men to level-up their routines, providing them with education about skin care and self-care has been an important part of these brand playbooks.

According to Boateng, As they learn, as they get educated, they understand what works well for their skin and graduate to something that can be the right type of product for them. Ceylon's community-building strategy has paid off, with 50% sales growth over the past three quarters. Boateng estimates that the average age of the brand's customers is 35.

Millennial men become interested in upgrading their routines when major life changes happen, said Mullenax. There are these moments where it's like, I need a better suit. I need better jeans. I need better X.' Once you start being a father caring for someone else, now it's like, Wow, I actually have to take better care of myself.'

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