Facial hair impacts male grooming market

The trend for beards is offering interesting opportunities for personal care companies, writes Julia Wray

A look through the SPC archives reveals a familiar refrain when it comes to male grooming; back-issues are jam-packed with beauty and personal care experts bemoaning the sector’s failure to skyrocket in the manner predicted at the turn of the century. In the past decade and a half the sector has exhibited strong, but never dizzying growth, and progress has always lagged behind expectation.

Recent months tell a similar story. Euromonitor International says that the total men’s grooming market grew 5.9% in 2013 to reach US$35.4bn, a slightly lower increase than in 2012, during which the global market grew by 6.9%. Once again, the men’s market performed well, but without the wow-factor.

Even so, it remains a sector in which brand owners and manufacturers continue to invest. Molton Brown, for instance, introduced a Men’s Grooming Collection of pre- and post-shave items in January, while, in March, Clinique, part of The Estée Lauder Companies, revamped its Clinique Men range, renaming it Clinique For Men, modernising the packaging design and adding three new products – Anti-Age Moisturizer, Oil Control Mattifying Moisturizer and Moisturizing Lotion – to the line-up

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