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Male grooming trend prompts first monthly subscription service

By Andrew McDougall , 25-Aug-2010
Last updated on 13-Sep-2010 at 11:49 GMT2010-09-13T11:49:02Z

Men Are Useless has launched the UK’s first male grooming subscription service, delivering a monthly pack of products to men across all ages.

“The idea behind Men Are Useless is very clear – we’re here to cover the boring, but important, bits of men’s lives and we’re starting with the UK’s first monthly male toiletry delivery scheme,” said Paul Johnson, founder of Men Are Useless.

Male grooming market developments

Expectations are that the male grooming market will continue to display fast growth. Recent Mintel research has shown men are more likely to look for a ‘quick fix’ or multi-purpose solution when it comes to toiletries.

Men Are Useless told CosmeticsDesign-Europe.com, it is noticing a lot of activity in the sector with new products being developed and launched with great regularity. The problem is men’s reluctance to go to the shops to purchase, the main trigger for the home delivery scheme.

“Aside from the growth in good mid-market products our research suggests there is a slight swing in who is actually buying grooming products, with some men appearing to take control and buying themselves,” a spokesperson for Men Are Useless informed CosmeticsDesign-Europe.com.

However, this pro-active approach is a trend away from the majority of products for men being bought by the women in their lives, the survey showed.

Letterbox sized packages

The boxes will come in three different sizes, starting at ₤9.99 per month (€12), including delivery, and will contain everything from shower gel and shampoo, through to razors and shaving foam.

The Men Are Useless spokesperson told CosmeticsDesign-Europe.com, it only include brands in its boxes that have a good following, ensuring a high quality, popular pack.

The ‘star buy’, according to the online subscription service, is the ‘Essentials’ box containing further cartridges and deodorant, for ₤15.99 a month.

The company says that current feedback suggests this box will be a popular gift at Christmas, as will the option of a set month of deliveries. Men Are Useless will also look to introduce its own brand product once sufficient brand loyalty has been achieved.

More information can be found at www.menareuseless.com