When it comes to men’s grooming, language is the Holy Grail

By Andrew McDougall

- Last updated on GMT

Despite men’s grooming becoming more popular, 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.

Cosmetics Design caught up with King of Shaves founder and CEO Will King who was speaking at the recent in-cosmetics show in Barcelona about the slumbering giant that is men’s toiletries – and how to awaken it.

King explained that the men’s care market is not growing as fast in the developed markets such as the US, Canada and Europe. Also a large percentage of the market is taken up by body washes, deodorants and other essentials.

“In order to reach men with skin care and anti-aging products, language is the holy grail,”​ explained King.

“Men are relatively relaxed when it comes to skin care, so we need to adopt a new approach designed to engage men.”

One of the ways to engage the consumer is social media as it is a conversational method allowing for dialogue. Having utilized platforms such as Twitter, King states it is a great way to get feedback and ensure you are reaching the consumer and meeting their needs.

King of Shaves has also launched its unique online subscription service​ offering three razor blade cartridges for just £3 a month, to challenge the global shaving giants and offer consumer savings.

Related topics: Market Trends, in-cosmetics 2012, Skin Care

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