Newcomers inject personality into male grooming market

Today’s personality-packed brands are asking men to select products based on their style, ethics and even their hobbies

What makes you ‘you’? Do the clothes make the man, or the style of beard? Is it what you do at weekends, the causes you support, or (most likely) a mix of all of the above?

Beyond the usual, “do you suffer from sensitive skin?” or “do you wet or dry shave?” these are the kinds of questions today’s grooming brands are getting male consumers to ask themselves via strong identity-driven brand positioning.

The male grooming market enjoyed solid, if not exactly speedy growth globally in 2017, according to data from Euromonitor International, rising 5% on 2016’s figure to reach US$49.52bn worldwide.

The biggest leaps were in Latin America (12.4%) and Eastern Europe (11.7%). And, while the largest market – Western Europe at $12.39bn – inched up by just 0.8%, male grooming gained ground on the prior year across all geographies in 2017.

The Asia Pacific market for male grooming reached $8.60bn with year-on-year growth of 5%, and in this region, fellow analyst agency Mintel cites India as a potential growth market.

“[India] is one of the markets that is really expanding in terms of male grooming and this is not just driven by typical facial skin care – we’re seeing strong demand for beard products,” says Sharon Kwek, Senior Innovation & Insights Analyst, Beauty & Personal Care at Mintel.

Indian consumer goods giant Godrej certainly signalled its faith in India’s male grooming sector this year with the launch . . .

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