Tapping into the booming men’s grooming market, UK beauty brands Rodial and Nip+Fab have launched Nip+Man, a new face and body care range specifically designed for men.
The range includes Manotox, a firming and plumping advanced anti-ageing moisturiser that retails at £19.95. According to Nip+Fab, the key ingredients in the product are gransil and sea minerals which are claimed to smooth and revitalise the skin, and liftonin, which is said to reduce the appearance of lines and wrinkles.
In addition to face washes and moisturisers, the range includes a post-work out muscle fix and firming and toning products. The Nip +Man Pec Fix, for example, is a sculpting gel claimed to help improve tone and texture. The product contains laracare to firm and tone and unislim to sculpt.
Growth in UK men's grooming market
According to recent data from market researcher Mintel, the market for men’s toiletries in the UK was set to grow 4.2 percent in 2012 to stand at an estimated £574mn, up from £523mn in 2009.
“The men’s grooming market has had a buoyant few years, proving itself to be largely recession-proof with sales growing across most sectors. A renewed interest by men in personal grooming and a change in social attitudes towards male vanity have been at the heart of the industry’s growth,” said Alexandra Richmond, Mintel’s head of beauty and personal care.
“The challenge ahead is how brands market their products to reluctant shoppers and an ageing population,” she added.
Skin care emerging as essential product
Within the men’s grooming market, skincare accounts for 15 percent of the market according to Mintel. The market retailer forecasts that skincare sales would eclipse those of shaving products to stand at £86.2mn in 2012, compared to £83.3mn in 2011.
Indeed, the market researcher notes that the most significant rise in usage over recent years has been seen in the facial moisturisers category, with 64 percent of men now using a facial moisturiser and 23 percent doing so on a daily basis.
According to Mintel, men's renewed interest in grooming stems from both the trend for image conscious men and advertising campaigns tailored towards men and which speak directly to the consumers (such as by using showbiz and sports personalities to promote products).