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Death of the metrosexual? Kline claims male grooming is more mainstream

By Andrew McDougall , 26-Jun-2012
Last updated the 26-Jun-2012 at 17:06 GMT

The growing popularity of male grooming products in 2012 has taken the category into the mainstream and could see the term ‘metrosexual’ become obsolete according to market analyst Kline.

Rising consumer demand for a number of skin and hair care products has stabilized the market and means the term ‘metrosexual’ no longer serves, as it no longer applies to a certain niche group.

More and more men are now adopting a daily grooming regimen as part of their lifestyle which has seen the market develop through demand for anti-wrinkle creams, scrubs, or face washes.

Everyday routine

“Men are increasingly using skin care products such as anti-aging creams, eye creams, energy-boosting serums, tinted moisturizers, blemish balms, and hand and body lotions as a part of their everyday routine,” says Nancy Mills, Industry Manager, Consumer Products.

Kline’s consumer research shows that just over a quarter of the male population in the United States use face cream sometimes and another one in five men use it regularly.

“Hair care products are also gaining popularity as leading marketers such as American Crew, John Paul Mitchell Systems, Procter & Gamble, and Unilever begin to offer a plethora of hair care products across relevant categories,” continues Mills.

Rising trends

Multi-functional and technologically advanced products are finding popularity with the male consumer due to the convenience of having a number of benefits in one product.

The use of natural ingredients is another rising trend, but male grooming products with organic ingredients are losing share to those with fewer natural ingredients, but higher efficacy.

According to Kline’s 2012 research report, the key drivers contributing to the market’s growth involve a wider range of consumers opening up to and becoming comfortable with the idea of male grooming, a number of new entrants in the market, technologically advanced products, innovative packaging, and clever marketing strategies targeting the male consumers exclusively.

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