The retail of men’s grooming products is an area that presents challenges for brands and retailers alike. Lucy Copp explores some of the strategies employed by those in the industry
Blow dry bars, foundation matching services and even beauty vending machines – the women’s beauty retail scene has experienced no shortage of innovation over the last year. But while the floor space of retail giants globally has long been influenced by what women want, where does that leave the retail of grooming products for men?
Mintel’s Men’s Toiletries – UK – October 2012 report states: “Men’s shopping habits are very different to women’s. He doesn’t browse; he shops with purpose, knowing what he wants even before entering the shop.” It appears that while women relish trying out new products and brands, taking advantage of sampling opportunities and innovative in store services, men like to stick to what they know and are, predominantly, creatures of comfort when it comes to buying beauty.
It is this attitude that continues to challenge retailers today. However, Mintel’s report also offers some advice: currently under-35s are the biggest buyers of male grooming products with 44-48% using more than seven different products. While these men are the most interested in new products, they are also the least brand loyal and so, if a brand can attract their attention at this stage, they are statistically likely to stay with that brand for the rest of their lives, as brand loyalty increases with age.
The full experience
In the US, male grooming retail is an evolving and active area, and retailers here have been experimenting with ways to attract the younger generation of male consumers. Over the last few years, a number of dedicated male grooming aisles or zones have been cropping up in US stores, with chains including the H-E-B Grocery Store, Target, CVS, Duane Reade, Ulta and Macy’s all rolling out their own versions and prototypes. While most of these stores have focused on simply creating a separate space for male grooming products in order to make
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