Wednesday, February 11, 2015Market

Men’s grooming attitudes extend into body hair

© Thinkstock/L'Observatoire des Cosmétiques

Men’s body grooming and hair removal habits are changing and could be a lucrative revenue source for cosmetic brands. An analysis by Mintel Beauty Team for CosmeticOBS-L'Observatoire des Cosmétiques.

Reading time
~ 14 minutes

Bullet points

 1. Hair removal products see an upturn
 2. Younger males are experimenting with an array of non-traditional hair removal methods
 3. Inhibitif is positioning itself as the hair minimising solution for a younger generation

Body hair removal is gaining popularity with men

Men’s grooming continues to diverge from the most traditional shaving products/after shave to skincare. Noticeably, US retail sales of shaving products/after shave fell 4% over 2011-2013 and are forecast to continue on a downward path, falling nearly 6% from 2013 to 2019. In contrast, US men’s facial skincare and bodycare sales have climbed  45% over 2009-2013, driven largely by personalized bodycare innovations for men.

Men’s growing interest in personalized skincare products continues to evolve into more ancillary grooming activities. Specifically, consumers have a stronger desire to remove ‘unsightly’ body hair. A majority of 16-44-year-old men consider body hair to be unattractive and feel more pressure to remove/groom hair on their body. In terms of product purchasing interest, over 25% of men aged 16-34 are looking for methods to remove hair from their torso. When it comes to removing hair from the pubic region (which 29% of men do compared to 57% of women), more men do …

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