40 MEN’S GROOMING
this strategy over self talk or seeking support from others, both things that females turn to in greater percentages. This simple differentiator cannot necessarily
be universally applied across regions, age grouping and other categories, so gathering actual data is vital. This broad idea can, however, lead to some lessons about the way self-care products should be developed for males. Men want to fix the issue and move on.
Whether they are dealing with razor burn, eczema, oily skin, scarring or something else, they want products that target these irritants and solve the problem. They want to know what it does and if it works, and that is about it. The utilitarian branding of the past is not
necessarily the way to go, either. Brands can take more of a risk these days with packing and marketing to men, making the whole experience a bit more personal and fun. Merchandise images can be more rugged, woodsy, humorous and male-centric, even for a product that has traditionally been used by females. Do not forget the massive success of Proctor & Gamble rebranding Old Spice in 2010 with the “Man Your Man Can Smell Like” campaign. The original video has over 59 million views, and led to a 107% increase in body wash sales. The Old Spice campaign was further proof
men can be marketed to if the messaging is accurate. It also proved that men want the variety of fragrances and product mix. That research, preparation, willingness
to pivot and keep your true target audience in mind are all vital to a product that men actually want to buy.
Filling the void The trends of male grooming are almost as varied as men themselves. The late 2000s saw the rise of the sling bag, 2020 saw a huge rise in quarantine-motivated skin care routines for men, and here we are in 2021, clamoring for a variety of male grooming focused subscription boxes and anti-ageing products. Fashion and personal care trends are easy
to fall into, even for the businesses attempting to create the next big thing. Trying to ride all of the latest trends is not a smart brand strategy, whether you are a large, established corporation or a brand new indie label looking to break into the market. Trends are exciting, flashy and seem like
a guaranteed win. When something hits the market and it starts flying off the shelves, it is natural to assume that you should make more of it. However, inexperienced entrepreneurs sometimes fail to account for the time that research and development, design, legal issues, manufacturing and distribution will take. From the initial idea to the time products hit the shelves, the landscape may have changed significantly. It is more than likely that either the trend will be over or the market will be so saturated with other copy cats that the competition is overwhelming. Instead, stick with fundamentals. Go back
to your market research and find a void in the male grooming space that your particular
PERSONAL CARE September 2021
target audience needs. These are the products that will perform well over time and help your brand get an established following. It is impossible to focus on everything
at once, so go where the research takes you and work on perfecting a single, strong SKU. Proving your brand concept in this manner is a great way to open yourself up to new growth opportunities without stretching yourself too thing. Take for example California-based men’s
grooming tool company Manscaped. They entered the market in 2017 with an extremely niche tool for trimming below the waist. This was a genuine marketplace gap, and once they found their target market (and thanks to a successful appearance on Shark Tank), the hair trimmer really took off. Today they showcase more than twenty different products, a variety
of packaged sets, and are branching out into a subscription-based model. They are also working with high-profile partners like the NFL, UFC and the Testicular Cancer Society. Honing their hero product, keeping their audience in mind and scaling smartly lead to a company that is worth upwards of $700 million. While a hyper-specific trending product is
not necessarily a great business plan, being informed about where men’s interests lie and where the industry as a whole is going is necessary in order to find the market voids you need to focus on. One emerging niche for men’s grooming is
natural alternative products. While personal care products for women have heavily featured clean ingredients for at least a decade, men’s offerings have lagged behind. In a survey conducted by Kantar Worldpanel in 2014, more than a third of Men ages 13-24 said they prefer natural ingredients in their personal care products. Interest has only grown since then. In 2017, Statista published data showing that male customers are actually more likely to prefer natural or organic ingredients in skin care products than their female counterparts. The information surrounding natural
options is just one example of how solid research can help highlight areas where savvy brands can step in with a great idea, fill an empty void with a superior product, and reach customers on a personal level.
Build an experience As the male grooming industry grows and matures, there are more and more competitors vying for the same customer base. This means that every company hoping to enter the male grooming space needs a strong value proposition.
www.personalcaremagazine.com
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