Old habits of little beyond a cursory cleaning and shaving regime, or of using wives’ products, are finally giving way, consequently strengthening the growth of men’s skin care products.

While Europe is the largest market for male grooming products, Asia—fueled by two distinct paradigms—is posting the highest growth. The advanced markets of Japan and South Korea are benefiting from male grooming, including the use of cosmetics, as an entrenched socially encouraged practice wherein men are seeking to retain a youthful and appealing look. By contrast, within China and India, male grooming as a trend has only recently been developing its significant potential and is being assisted by greater disposable income among consumers.

Although the European male grooming market is growing at a comparatively slower pace, products are generally more sophisticated and leading brands vary from country to country. The leading male grooming industry marketers in Europe's strongest market of Germany are Nivea for Men, L’Oréal Men Expert, and DM's Balea MEN.

“ Our extensive research has revealed a myriad of exciting developments ,” notes Nancy Mills, Kline's Consumer Products Practice Industry Manager.  “ One that strikes most, revealed in the consumer part of the research, concerns the major cultural shift …