According to latest research from Mintel, Men’s grooming is growing at a healthy pace. While the category is still dominated by Asia, western countries are participating to the rise of the category too with strong sales in the US.
The boom in men’s grooming comes from the fact that men are taking more of an interest in their personal appearance and have grown comfortable using beauty products, going beyond the basic daily grooming routine to integrate a skincare regimen .
In South Korea, effeminate beauty standards are commonly accepted amongst men while Western men remain hesitant to embrace a skincare routine. Looking at product practicality rather than speaking to male vanity is key to attract the large audience.
Time saving, multi-functional and practicability
Because men spend limited time to get ready, products that promote ease of use and multi-functionality appeal to them. As a result, men’s grooming products are blurring the boundaries between categories.
Aftershave and shaving products, for example, go beyond classical soothing and anti-irritation claims to include hydration and anti-ageing properties. Sothys Homme Softening Shaving Foam energizes, chases away fatigue, detoxifies the skin and helps slow the appearance of ageing. Similarly, skincare products include aftershave properties. Lierac’s Premium Integral Anti-Ageing Fluid is said to offer a complete response to men’s skin concerns, providing anti-wrinkle, firming, anti-fatigue and soothing post-shave properties.
Makeup for men is mainly restricted to Asia, but Estee Lauder’s Lab Series has edged into this …
