Rising men’s grooming demand presents protective packaging potential
The BB trend has helped more than just skin care manufacturers; as it boosted cosmetic packagers as well, due to increased demand for formula protection.
It is a trend that has also made its way into the men’s market and from a packager’s point of view, is an example of one such product line that is seeing increased demand for protection in the male arena.
Men’s grooming is one of the fastest growing segments in the beauty and personal care field, and according to Eric Desmaris, Business Development Director at German packager Mega Airless, the development of these new male-oriented formulas leads to an increase in demand for the dispensing technology needed to properly protect them.
Attitudinal changes
The willingness of the younger generation to spend and the change in behaviour and attitude in young men is one of the reason sales are growing and the market is seeing increased demand, says the Mega Airless man.
“Younger men enjoy the benefits of the daily regimen and have no stigma using and telling their friends about eye creams, anti-aging formulas, skin preparations and even cosmetics,” he explains.
Desmaris also says this attitude shift is concurrent with the development of multi-functional products, similar to the scenario in the market for Blemish Balm, or BB, preparations, as the new men’s products work well, and are convenient and easy to use.
“Add powerful marketing and advertising programs featuring celebrity endorsements, and clever retail strategies that deliver special sections that combine a variety of male grooming products, and you can see why the barriers to use have been broken so quickly,” he adds.
Developed market, developing opportunity
Grooming and daily regimen have also become the norm now in many men’s lives meaning it is no longer a niche market, as the segment moves to the mainstream.
The rate of growth has sped up all over the globe, with Asia, and South Korea in particular, leading the way, and this presents a great opportunity for men’s care manufacturers, and in turn, the packaging firms present in the market.
“Imagine the potential for this category, as roughly half the global population is now starting to use grooming products,” says Desmaris.
“It’s no longer only women that have a daily grooming regimen, and use toners, moisturizers, cosmetics and other related products.”
