MEN’S GROOMING 25 clinical research institute
Dollar Shave Club’s spot on YouTube shows a diverse range of men, including a drag queen, using its products as they prepare for a night out their way – marking the evolution and diversity of men’s social identities – a trend expected to reflect in the way men indulge in personal care.
Are other regions, such as Asia, influencing the male grooming market in the West? As of now, we can’t say that we have seen an influence from the East on the Male Grooming Market in the West. It could be more subtle and be indirect, for example – certain masks and anti-ageing serums that have migrated from the East to the Woman’s skin care in the West can translate into men’s skin care and the evidence of this is sheet masks, which have penetrated into the men’s category.
Will we see any growth in the use of colour cosmetics in this category?
It is a question that remains to be seen. Brands such as Tom Ford Beauty continue to market men’s makeup and there are brands such as For Men that only focus on makeup for men. However, the trend has not had a major uptake with global manufacturers still not introducing men’s makeup lines. While the number of men that are more comfortable wearing makeup has increased, these men would most likely be using women’s makeup. The targeting of men is in line with the overall movement towards inclusivity and brands will continue to market their makeup products at men from time to time. However, the rise of specific male- centric makeup by brands is not highly anticipated.
February 2020
The beard trend was not expected to last as long as it has. Is there any sign of its demise? Beard care has had its run for a while. As of 2018, we reported an over 35% growth in beard care. The market is expected to steam off in 2020 as the trend slows and becomes more of a staple product.
Can you highlight one clear unmet need is this market?
This category has seen innovation and personalisation over the years. The brands such as Harry’s and the Dollar Shave Club have introduced subscription services to cater to the specific needs of men while skin care brands have come up with various types of anti-ageing products and masks. Innovation in product texture, type and delivery is what would drive the market with targeted, effective products, naturals, and new and convenient ways of delivery.
Conclusion Men’s grooming – a growing but slowing market, continues to offer opportunities for forward-thinking brand-owners who are prepared to think outside of the box and give image-conscious men a new way to get the look they want. Subscription box services have led the way and remained agile, despite their stratospheric growth. Kline’s Male Grooming Products: U.S. Market Analysis and Opportunities analysis reveals many more insights and data on this dynamic market segment. The study tracks the following six product classes: deodorants and antiperspirants, fragrances, hair care products, personal cleansing products, shaving products, and skin care products. The report also includes a market overview, profiles of each product category covered, and consumer insights.
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