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Men’s Grooming—Worth the Hype?
By Briony Davies
Posted: April 30, 2008, from the May 2008 issue of Skin Inc. magazine.
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Although men’s grooming has not delivered the dramatic growth heralded in 2000, Euromonitor International forecasts the category will increase by $3.5 billion, at a global level, by 2011, and the potential offered by emerging regions is clear. In developed markets, products are becoming both increasingly segmented and sophisticated. In May 2007, U.K. supermarket chain Asda broke new ground by announcing plans to develop sunscreens containing “butch, ultra-masculine” scents—including beer. It will be the first time a mainstream label offers targeted men’s sun care. Men’s makeup line launches, however, generated the most publicity for the sector, with recent headlines focusing on the developments of a mascara and a concealer for men. Self-tan is proving to be big news in men’s grooming, as well.
Such launches are undoubtedly raising the profile of men’s grooming products generally, but it is questionable as to whether they are making use more acceptable. Attitudes take a long time to change, and Euromonitor International predicts real growth in men’s grooming products is a longer-term prospect.
It will not be until the generations of men that have been brought up with the notion of the three-step facial care regimen, for example, that the men’s toiletries subsector will begin to catch up to shaving products in value sales terms. Manufacturers can make immediate gains, however, by offering male-specific versions of already-accepted toiletries.