Beiersdorf on how to retail to men

By Lucy Whitehouse

- Last updated on GMT

Beiersdorf on male grooming retail

Related tags Facial hair Personal care products Shaving

Beiersdorf has spoken of its approach to retailing personal care products to men, as the male grooming category continues to develop.

Speaking recently to Drug Store News,​the company’s marketing director for its Nivea brand, Jennifer Delaney, spoke of the importance of catering to a consumer demand for hassle-free retail experiences among men. Increasingly, male consumers are turning to online retail for personal care products, she explained.

She also noted that due to the decline in shaving and the reduced focus on the upkeep of facial hair, the shave category is facing a challenge in keeping male consumers spending.

The biggest challenge for the shave category overall is the decreased household penetration of shaving,”​ the male grooming marketing expert told the publication.

Tricky times for shaving category

Delaney spoke of the declining interest among male consumers in regular upkeep of facial hair, and the challenge this presents brands like Nivea.

Men are shaving less frequently than they used to, and when they do shave, more often they are opting for facial hair styles that require less grooming, and therefore, less shaving cream,”​ she explained.

Indeed, facial hair is increasingly in the spotlight when it comes to male grooming, and shaving and the razor category is a hot point of competitivity following Unilever’s acquisition of razor subscription service the Dollar Shave Club​.

Beards have become more acceptable in the workplace and in casual settings​,” Euromonitor International has said of the trend, noting that resultingly, shaving is suffering. Beard care, on the other hand, is a point of opportunity.

Opportunities

Market commentators have noted that although growth has slowed in saturated markets such as the UK and Australia, there is still a large amount of white space for male grooming to expand into globally.

Indeed, Datamonitor Consumer recently revealed that African men are offering an exciting emerging consumer group for personal care.

"African men are not shy about shopping for – and using – grooming products to improve their appearance​," Datamonitor Consumer​researcher Massiata Barro told CosmeticsDesign-Europe.com.

Euromonitor’s research agrees with this. The company notes that “men’s grooming is still comparatively low, at US$35.4 billion value in 2013, which suggests vast, unrealised potential in the category.”

Related news

Show more

Related products

show more

Collagen Reimagined, Discover Biodesigned Type XXI

Collagen Reimagined, Discover Biodesigned Type XXI

Content provided by Geltor | 20-Mar-2024 | Product Brochure

Collagen is the body’s most abundant protein and a mainstream ingredient for beauty. Type XXI collagen transcends a common protein into a powerful bioactive

Empowering natural barrier function for future-proof skin

Empowering natural barrier function for future-proof skin

Content provided by Lucas Meyer Cosmetics | 14-Mar-2024 | White Paper

Corneopeptyl™ is a new patented peptide biomimetic to the LCE6A protein, obtained by green chemistry-based synthesis. By mimicking the LCE6A protein activity,...

Get your skin ready for summer

Get your skin ready for summer

Content provided by Robertet Health & Beauty | 27-Jun-2023 | Product Brochure

Sunbathing at the beach is the first UV-related skin damage that comes to mind. Whereas, enjoying a coffee on a terrace under the sun can be as harmful.

Related suppliers

Follow us

Products

View more

Podcast

Beauty 4.0 Podcast