Male order

Pure Beauty gives you the complete guide to men’s grooming in 2014 highlighting skin care, shaving, body care, hair care options before providing a brand guide

Although highly unlikely to ever become as huge as the female beauty market, male grooming is pretty big business for the UK’s personal care industry. A report by Mintel published last year found the UK grooming category grew by 12% between 2007-2012, from £512m to £574m, and sales are expected to rise a further 6% by 2017. Globally, sales rose by 70% over the six year period and up to 74% of British men are now defined as keen shoppers when buying personal care products. Growth is largely being fuelled by the younger market, for whom grooming is seen as far more acceptable. Herbie Dayal, CEO at KMI Brands, says: “Ask any 12-year-old about grooming and they will tell you about hair styling products (waxes or gels), skin cleansing products (for spot free skin) and fragrances such as Lynx. More men are getting into grooming and talking about grooming products at a younger age. As they get a bit older, say 18+, they may start investing more in facial care products – moisturisers, face wash and, of course, shaving products. There has been a dramatic shift in grooming in terms of overall spend and the young age at which grooming comes into a man’s life.” Male products tend to offer more straightforward descriptions of their functions and benefits than female ones, and this is because men tend to want problem/solution type purchases that do what they say on the tin. However, there is still a lot of choice out there. Having a sound understanding of the specific grooming needs of men will help you to suggest products succinctly and knowledgeably, and guide your male customers to their perfect products.

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