Mintel urges men’s brands to address mental health in campaigns

In recent years, male grooming brands and barbershops have stepped up to help tackle harmful stereotypes of men

As Movember kicks off another year of campaigning to raise awareness for men’s mental health, market intelligence company Mintel is putting the onus on male grooming brands.

The company is encouraging men’s brands to highlight issues around mental health in their campaigns.

A recent study by Mintel found that a third of men aged between 16 and 34 are too embarrassed to seek help for their mental health problems.

“There has been a strong focus on men’s mental health in the last few years and there are certainly signs that things are changing for the better,” said Mintel’s Associate Director of Consumer Lifestyles Research Jack Deckett.

“But given that so many men say feelings of embarrassment could prevent them from seeking help suggests that men’s mental health is still a deeply stigmatised issue.

“Campaigns must continue to encourage men to feel more comfortable discussing their mental wellbeing, whether that be with family, friends or in a professional setting.”

He continued: “Although there is a growing acceptance of conditions such as depression and anxiety, there is a need to change perceptions of severe mental illnesses such as schizophrenia, bipolar disorders and personality disorders.”

Male grooming brands and barbershops have been at the forefront of raising awareness for men’s mental health in recent years.

Shaving subscription brand Harry’s introduced its ‘A Man Like You’ campaign to tackle harmful stereotypes of men last year and The Bluebeards Revenge tailors many of its marketing campaigns to promote positivity among men.

Meanwhile, The Lions Barber Collective, a charity and community of barbers, launched in 2015 to help to raise awareness of mental illnesses to prevent suicide among men.

Speaking to Cosmetics Business, The Lions Barber Collective ambassador Ken Hermes said: “Male grooming is at an all-time high and brands have developed unique connections with the millions of men they service.

“These connections can offer so much support, if used properly. For example, The Bluebeards Revenge team tailors many of their marketing efforts to promote positive mental health in men.”

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