According to research by Mintel, there has been a boost in sales of male grooming products and men are catching up with women when it comes to purchasing and use of these type of personal care goods.
Market share struggle
Many brands have capitalised on this boom, and Radox told CosmeticsDesign-Europe.com it intends to crack the market with its the brand's universal appeal, and control the 25-45 age group as it is the market segment currently being neglected.
“We felt there was a space in the current grooming market for a trusted brand which is tangible, simple and practical,” a Radox spokesperson told CosmeticsDesign-Europe.com.
The current trend suggests building loyalty with male consumers is the key, and then targeting their specific requirements. Men are now more likely to shop for themselves and male variants are more likely to hold a higher value proposition for them.
According to Radox, which was bought from Sara Lee by Unilever in 2009, its male consumers want something that is designed for them, that will keep them clean and refreshed, yet is also convenient and creates minimal fuss.
“Simplicity and convenience are massively important for men – and we know they have been using shower gel as a shampoo for years. We have acknowledged this with this new range and formulated an extra invigorating, 2-in-1 product for all their showering needs.”
The ‘all-in-one’ trend is noted in the Mintel research, and Radox believe its appeal to men in the male toiletry category is unrivalled by other brands, highlighting its iconic hook-cap as just one example of this consumer appeal.
The bubble bath brand believes it can offer exactly what the male consumer wants, picking ingredients that are popular with them, and subsequently encouraging them to trust the brand and make repeat purchases in the future.
CosmeticsDesign-Europe.com was told of plans for an integrated multi media above-the-line campaign for future products that would go into 2011, serving as part of plans for Radox to cement its position in the male grooming market.