Is the industry doing enough to engage men?

09-Mar-2018 - Last updated on 09-Mar-2018 at 10:49 GMT

With the category strengthening globally, and the industry even beginning include men in colour cosmetics campaigns, we consider what more could be done in the male grooming segment.

Louise Barfield, Head of Marketing, Two by Two, will be speaking on ‘Is the beauty industry doing enough to engage men?’ at the Marketing Trends Theatre on Tuesday, 17 April, 13.15 – 14.00 at in-cosmetics Global in Amsterdam.

We caught up with her on the firm’s latest insights into the potential of the male grooming category.

How is the demand for male grooming evolving? What have the latest trends been, and where are they likely to go?

The male grooming category reflects changing attitudes to men’s styling and personal identity: from ‘hipster’ beards and more meticulous hair grooming, for example, to men paying more attention to their skincare routines.

In terms of the future of the category, what factors are causing any shifts in consumer behaviours, trends and demands?

Two factors that directly impact the male grooming category are Wellbeing and Diversity. Consumers are demanding greater transparency of product ingredients and more ethical production methods - from vegan and organic to ‘greener’ sourcing and packaging.

Secondly, consumers are demanding more diverse product offerings that fit their individual style and solutions that solve their specific skin and grooming needs.

Diversity in male grooming also stems from an expectation amongst male consumers to no longer conform to the ‘usual’ concepts of being a man, avoiding traditional role models.

Who are the most exciting brands and products leading innovation in this space? How is male grooming evolution set to impact on the wider beauty and personal care market?

There are almost too many to mention here! We’ll be exploring this in our talk but suffice to say the most intriguing innovations are coming out of Australia, Korea and New York, with California being a reliable source of consumer insight and trends.

What, if any, are your top tips for industry professionals, brands or formulators looking to maximise on the potential of male grooming trends?

I would recommend looking beyond the superficial solutions-based products for shaving, hair care and skin care.

Explore concepts around pursuits, sports and wellbeing, where we see untapped opportunities for engaging men and their grooming needs.

Any other thoughts?

‘Real Men’...are curious about looking and feeling good.

Brands need to create more empathy with men at different stages of their lives and careers - and innovate not only in the lab or the store, but in how they inspire male consumers to invest in their looks.