The company launched a new line of beard care products in the UK last year, with three items aimed at moisturizing, softening and freshening up facial hair: beard oil, beard balm and beard shampoo & conditioner.
According to the company, the success of the range in the UK has spurred it to launch across the Atlantic too, with the products available to buy from Walgreens, Target, Target.com and the company’s own website.
Male grooming in the US
According to the Financial TImes, the male grooming industry was worth close to USD 50bn last year, on the back of the rising popularity of skin and hair care products, including moisturisers, body hair products and blemish concealers.
According to Euromonitor, retail sales of male grooming products at Procter & Gamble, including its Gillette brand, are more than $11bn, while Unilever, which sells the Axe and Lynx brands, sold nearly $5bn in 2015 (the latest figures available).
In its report, the FT quotes Andrew Snavely, the founder of US online magazine Primer, a publication on practical style and grooming advice for young men.
According to Snavely, middle income men hold a big opportunity for male grooming brands that can successfully court them.
“For the first time men actually have tailored options for their own unique grooming needs, and that’s only going to continue to expand as social perceptions of male grooming evolves.”
Bulldog’s beard care
Bulldog seems confident it can tap into this consumer group, with the latest launch in the US an expansion on the company’s already well-established presence.
The brand notes that consumers have responded well to the range: its independent user trial revealed the following insights:
92% said the Original Beard Oil left the beard feeling conditioned while 85% said it left the beard feeling less itchy
80% said the Original Beard Balm was fast absorbing and left the beard feeling moisturised
- 92% said the Original 2in1 Beard Shampoo and Conditioner left the beard feeling soft and fresh.