Men’s grooming trend influences latest introduction of on-the-go products

By Andrew McDougall

- Last updated on GMT

Related tags: Marketing

As men become more interested in grooming products, and the market shows significant growth, more companies are introducing products to meet market demands.

UK-based company Wingman has pounced on this trend with the introduction of its new deodorising wipe, claiming men can stay clean and fragrant whilst on the move.

wingman pack shot
Wingman deodorising wipes

The company cites the change in men’s behaviour as one of the key influences for the product.

“Men's attitudes and motives in buying new products are changing and men can now admit they like looking themselves. Think back ten years, men would never have walked into a shop to buy a moisturiser or energy eye roll on,”​ managing director, Stuart Jolley told

Niche product market on the rise

The rise in niche grooming products, has aided the growth in the male grooming segment and this is one of the trends Wingman hope will aid the success of its product.

“We set our designers the challenge to deliver a masculine design with great stand out on shelf and memorable identity. Our vision was to create a premium range of male wipes which would serve men through travelling, after work or during nights out,” ​he continued.

The design for the product packaging is by Wiltshire-based packaging firm Artejano Design, with the view of creating a stand-out piece that would also be of convenient size.

Artejano account director Lizzie Scott said: “The challenge to design packaging for a new product launch in an already cluttered male-grooming market, but with a premium product, enabled us to create a design that delivered against all of Wingman’s values and vision.”

Men’s grooming market showing growth

Earlier this year, market research company Mintel announced its expectations for the male grooming market to flourish, and this seems the case as established players are being joined by new companies in the market.

Global firm P&G announced last month it would look to expand its Olay brand to build on the male grooming market development which is seeing significant growth.

Mintel research has shown men are more likely to look for a ‘quick fix’ or multi-purpose solution when it comes to toiletries, and male grooming web service MenAreUseless also commented on how there has been increasing regularity of new product introduction.

The issue the online service quoted in its research was that men were showing great interest in grooming products, but are still displaying reluctance to go to the shops to purchase the items.

Brand identity is vital

Jolley believes Wingman combats this problem as it “stands out because of the memorable identity that is Wingman. The term, which stems from the military, is a very popular word that captures our brands vision of loyalty, trust and reliability.”

The product comes in an 8-pack box or a 2-pack box for convenience and is exclusively sold in UK retailer, Boots. Wingman will also feature on a BBC television series tracking the product from prototype to shop floor.

Related topics: Market Trends

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