Although many segments of the cosmetics industry are levelling off, the area of men’s grooming is actually reporting strong sales growth. In light of this Cosmetics Design takes a look at what’s driving the segment so far in 2012...
Product categories like men’s facial skin care and grooming tools - electric shavers, trimmers and home hair clippers are said to be amongst the largest growth drivers in the personal care industry, boasting an overall sales growth of 12 per cent up from 9 per cent in the last twelve months alone.
Hair care products are also gaining popularity as leading marketers such as Procter & Gamble, and Unilever begin to offer a plethora of hair care products across relevant categories.
Multi-functional and technologically advanced products are also doing well due to the convenience of having a number of benefits in one product while the use of natural ingredients is another rising trend, especially those with fewer natural ingredients, but higher efficacy.
“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 Kline’s Nancy Mills.
According to the market researcher, the segment's growth is due to a wider range of consumers opening up to and becoming comfortable with the idea of male grooming, technologically advanced products, innovative packaging, and clever marketing strategies targeting male consumers exclusively.
Chinese sector stands out
According to a recent study by RNCOS, the Chinese male grooming industry in particular is expected to reach nearly RMB 10 Billion by 2014.
The report explains that male consumers in China are ready to spend more on cosmetics products due to the rising affluence, increased product knowledge & exposure, and desire for better lifestyle.
Currently, the hair care segment is dominating the market, however with the introduction of innovative products, the skin care section is to see rapid growth in the near future.
Despite the success of the segment, founder of men’s grooming giant King of Shaves says manufacturers still have to ensure they are marketing their products in the right way in order to get the most out of the market’s potential if the sector is to continue to do well.
“In order to reach men with skin care and anti-aging products, language is the holy grail. Men are relatively relaxed when it comes to skin care, so we need to adopt a new approach designed to engage men,” he told Cosmetics Design back in April.