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Men's Personal Care - US - October 2013

“The men’s personal care category is expected to grow steadily into 2018. However, there are some challenges. Companies need to look for ways to better engage with older men, determine how male-specific skincare and haircare products can better compete with general market products, and improve the current shopping experience.”

– Gabriela Elani, Home & Personal Care Analyst

Some issues addressed in this report include:

  • Engaging older men in the category
  • Male-specific skincare and haircare struggle to compete with general market
  • Improving the shopping experience

The men’s personal care products market is growing steadily. In 2013, total US retail sales for men’s personal care products are $3.9 billion, a 15% increase from 2008 before adjusting for inflation. The market performed well during the recession and in the years that followed because men use a number of personal care products to maintain their daily hygiene. Category growth in the coming years will largely be driven by the product segments where products have traditionally been segmented by gender and both market penetration and usage frequency are high, including the APDO (antiperspirant/deodorant), shaving, and body care segments. 

Product segments that have not traditionally been segmented by gender—namely haircare and facial skincare—face bigger challenges because use is lower among men and general market offerings are more prevalent. Scalp health in haircare and antibacterial and skin healing properties in facial skincare could be potential opportunities to boost sales in these segments.

The key topics of focus for the 2013 report including understanding men’s current product usage, what tactics may be needed to increase product adoption and more regular usage, and what the opportunities are for retailers and brands to improve the current shopping experience. This report also analyzes US sales performance for men’s personal care products for the past five years and the market forecast through 2018. This report also explores men’s personal appearance preferences, attitudes concerning their appearance, and attitudes concerning product quality.

This report covers the US market for men’s grooming products that are designated specifically for men. Mintel defines the men’s grooming market as any of the following products that are marketed specifically or, by their positioning, primarily to men:

Deodorant/antiperspirant
Shaving creams/lotions/gels and aftershave; note that because of data limitations, the aftershave estimates include men’s cologne, however, these are not discussed in the report (See Mintel's Fragrances—US, September 2013)
Body care: liquid body wash, body lotion
Haircare: shampoo, conditioner/crème rinse, hair color, styling products, nonprescription hair-growth products
Facial skincare: acne treatments, facial anti-aging, facial moisturizers, and facial cleansers
Personal care/grooming utensils, implements, and equipment (hair dryers, razors and blades, electric shavers, grooming scissors, nail clippers, etc.) are excluded from this report.

The market/sales data of this report includes only products specifically designated for men, but the consumer research covers any product usage by men, whether the product is specifically designed for/marketed to men or not.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Figure 1: Total US retail sales and fan chart forecast of men’s personal care products, at current prices, 2008-18
                      • Market factors
                        • Population of older men growing and facing different life experiences with age
                          • Growing Black and Hispanic segments will help the category
                            • Segment performance
                              • Figure 2: Total US retail sales of men’s personal care products, by segment, at current prices, 2011 and 2013
                            • Market players
                              • Figure 3: Share of MULO sales of men’s personal care products, by leading companies, 2013
                            • The consumer
                              • Younger men more likely to use variety of products, including skincare
                                • Figure 4: Men's personal care product usage (by category), by age, August 2013
                              • Men tend to stick with the same brands
                                • Figure 5: Shopping for men's personal care products, August 2013
                              • Price and product scent are the most important purchase factors
                                • Interest in new products not strong
                                  • Figure 6: Interest in new men's grooming products, August 2013
                                • What we think
                                • Issues and Insights

                                    • Engaging older men in the category
                                      • Issues
                                        • Insights
                                          • Male-specific skincare and haircare struggle to compete with general market
                                            • Issues
                                              • Insights
                                                • Improving the shopping experience
                                                  • Issues
                                                    • Insights
                                                    • Trend Applications

                                                        • Trend: Experience Is All
                                                          • Trend: Mood to Order
                                                            • Mintel Futures: Generation Next
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Men’s personal care market continuing to grow
                                                                  • Sales and forecast of men’s personal care products
                                                                    • Figure 7: Total US retail sales and forecast of men’s personal care products, at current prices, 2008-18
                                                                    • Figure 8: Total US retail sales and forecast of men’s personal care products, at inflation-adjusted prices, 2008-18
                                                                  • Fan chart forecast
                                                                      • Figure 9: Total US retail sales and fan chart forecast of men’s personal care products, at current prices, 2008-18
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Population of older men growing and facing different experiences
                                                                        • Figure 10: Male population aged 18 or older, by age, 2008-18
                                                                      • More older men facing divorce
                                                                        • Older men will likely retire later than expected
                                                                          • Ethnic populations highly engaged in men’s personal care category
                                                                            • Figure 11: Hispanic male population, aged 18 or older, by age, 2008-18
                                                                            • Figure 12: Black male population, aged 18 or older, by age, 2008-18
                                                                        • Competitive Context

                                                                          • General market products provide strong competition
                                                                            • Figure 13: Share of male claims in new deodorant/antiperspirant product launches, 2008-13
                                                                            • Figure 14: Share of male claims in new shaving preparation product launches, 2008-13
                                                                            • Figure 15: Share of male claims in new haircare product launches, 2008-13
                                                                            • Figure 16: Share of male claims in new facial skincare product launches, 2008-13
                                                                          • Opportunity for men’s personal care market:
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • APDO products make up largest segment
                                                                                • Shaving products/aftershave segment struggling
                                                                                  • Body care segment growth driven by shower products
                                                                                    • Haircare segment growing
                                                                                      • Facial skincare declining
                                                                                        • Sales of men’s personal care products, by segment
                                                                                          • Figure 17: Total US retail sales of men’s personal care products, by segment, at current prices, 2011 and 2013
                                                                                      • Segment Performance – Men’s Deodorant/ Antiperspirant

                                                                                        • Key points
                                                                                          • High penetration and usage frequency drives growth for APDO segment
                                                                                            • Sales and forecast of men’s deodorant/antiperspirant
                                                                                              • Figure 18: Total US retail sales and forecast of men’s deodorant/antiperspirant, at current prices, 2008-18
                                                                                          • Segment Performance – Men’s Shaving Products/Aftershave

                                                                                            • Key points
                                                                                              • Shaving products/aftershave segment struggling
                                                                                                • Sales and forecast of men’s shaving products/aftershave
                                                                                                  • Figure 19: Total US retail sales and forecast of men’s shaving products/aftershave, at current prices, 2008-18
                                                                                              • Segment Performance – Men’s Skincare

                                                                                                • Key points
                                                                                                  • Shower products drive growth for men’s body care segment
                                                                                                    • Sales and forecast of men’s body care products
                                                                                                      • Figure 20: Total US retail sales and forecast of men’s body care products, at current prices, 2008-18
                                                                                                    • Specific brands will likely help facial skincare segment grow
                                                                                                      • Sales and forecast of men’s facial skincare
                                                                                                        • Figure 21: Total US retail sales and forecast of men’s facial skincare, at current prices, 2008-18
                                                                                                    • Segment Performance – Men’s Haircare

                                                                                                      • Key points
                                                                                                        • Men’s haircare segment growth expected to slow
                                                                                                          • Sales and forecast of men’s haircare
                                                                                                            • Figure 22: Total US retail sales and forecast of men’s haircare, at current prices, 2008-18
                                                                                                        • Retail Channels

                                                                                                          • Key points
                                                                                                            • Most men’s personal care purchases take place through “other retail channels”
                                                                                                              • Supermarkets see growth; drug stores witness small decline
                                                                                                                • Sales of men’s personal care products, by channel
                                                                                                                  • Figure 23: Total US retail sales of men’s personal care products, by channel, at current prices, 2011-13
                                                                                                                  • Figure 24: Total US retail sales of men’s personal care products, by channel, at current prices, 2008-13
                                                                                                              • Leading Companies

                                                                                                                • Key points
                                                                                                                  • Unilever and P&G command majority of MULO sales
                                                                                                                    • Some smaller players see growth while others struggle
                                                                                                                      • MULO manufacturer sales of men’s personal care products
                                                                                                                        • Figure 25: MULO sales of men’s personal care products, by leading companies, 2012 and 2013
                                                                                                                    • Brand Share – Men’s Deodorant/Antiperspirant

                                                                                                                      • Key points
                                                                                                                        • P&G sees strong gains with Old Spice brand
                                                                                                                          • Unilever finds success with Degree and Dove Men+Care
                                                                                                                            • Henkel struggles with Right Guard
                                                                                                                              • MULO sales of men’s deodorant/antiperspirant
                                                                                                                                • Figure 26: MULO sales of men’s deodorant/antiperspirant, by leading companies, 2012 and 2013
                                                                                                                            • Brand Share – Men’s Shaving Products/Aftershave

                                                                                                                              • Key points
                                                                                                                                • Most manufacturers experiencing declines
                                                                                                                                  • MULO sales of men’s shaving products/aftershave
                                                                                                                                    • Figure 27: MULO sales of men’s shaving products/aftershave, by leading companies, 2012 and 2013
                                                                                                                                • Brand Share – Men’s Skincare

                                                                                                                                  • Key points
                                                                                                                                    • Unilever grows due to Dove Men+Care
                                                                                                                                      • P&G finds success with some Old Spice products while others falter
                                                                                                                                        • Henkel experiences big decline in sales
                                                                                                                                          • MULO sales of men’s body care products
                                                                                                                                            • Figure 28: MULO sales of men’s body care products, by leading companies, 2012 and 2013
                                                                                                                                          • Beiersdorf Inc. struggles while Johnson & Johnson grows
                                                                                                                                            • Dove Men+Care facial skincare bright spot for Unilever
                                                                                                                                              • MULO sales of men’s facial skincare
                                                                                                                                                • Figure 29: MULO sales of men’s facial skincare, by leading companies, 2012 and 2013
                                                                                                                                            • Brand Share – Men’s Haircare

                                                                                                                                              • Key points
                                                                                                                                                • Axe styling products growing
                                                                                                                                                  • Combe Inc. sees slight growth with Just for Men Autostop
                                                                                                                                                    • P&G makes its presence known in the MULO men’s haircare segment
                                                                                                                                                      • American Crew brand enjoys continued growth
                                                                                                                                                        • MULO sales of men’s haircare
                                                                                                                                                          • Figure 30: MULO sales of men’s haircare, by leading companies, 2012 and 2013
                                                                                                                                                      • Innovations and Innovators

                                                                                                                                                        • Companies are not launching as many “for men” products
                                                                                                                                                          • Figure 31: Men’s personal care product launches, by category, 2008-13
                                                                                                                                                        • Private label launches slowly starting to gain momentum
                                                                                                                                                          • Figure 32: Share of private label and branded men’s personal care product launches, 2008-13
                                                                                                                                                        • Products with energizing capabilities
                                                                                                                                                          • Dove Men+Care product line continues to expand
                                                                                                                                                            • Multifunctional body wash products
                                                                                                                                                              • Multifunctional shave and skincare products
                                                                                                                                                                • Private label becoming more prominent
                                                                                                                                                                  • Boots Men’s Care comes to the US
                                                                                                                                                                  • Marketing Strategies

                                                                                                                                                                    • Overview
                                                                                                                                                                      • Theme: Appealing to the opposite sex
                                                                                                                                                                        • Figure 33: Axe Apollo fireman ad, 2013
                                                                                                                                                                        • Figure 34: Axe body wash print advertisement
                                                                                                                                                                        • Figure 35: Axe hairstyling products: the natural look, 2013
                                                                                                                                                                        • Figure 36: American Crew print advertisement
                                                                                                                                                                      • Targeting the older, more established man
                                                                                                                                                                        • Figure 37: Dove Men+Care Television advertisement, 2013
                                                                                                                                                                        • Figure 38: Dove Men+Care print advertisement
                                                                                                                                                                        • Figure 39: Aveeno Active Naturals Men print advertisement
                                                                                                                                                                        • Figure 40: Aveeno active naturals men television advertisement, 2013
                                                                                                                                                                      • Appealing to the partner or spouse
                                                                                                                                                                        • Figure 41: Nivea for men print advertisement
                                                                                                                                                                    • Social Media

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Key social media metrics
                                                                                                                                                                          • Figure 42: key brand metrics, men’s grooming brands, September 2013
                                                                                                                                                                        • Market overview
                                                                                                                                                                          • Brand usage and awareness
                                                                                                                                                                            • Figure 43: Usage and awareness of selected men’s grooming brands, August 2013
                                                                                                                                                                          • Interaction with brands
                                                                                                                                                                            • Figure 44: Interaction with selected men’s grooming brands, August 2013
                                                                                                                                                                          • Online conversations
                                                                                                                                                                            • Figure 45: Online mentions, selected men’s grooming brands, by week, September 2, 2012-September 1, 2013
                                                                                                                                                                          • Where are people talking about men’s grooming brands?
                                                                                                                                                                            • Figure 46: Selected Dove Men+Care Twitter mentions, March 2013
                                                                                                                                                                            • Figure 47: Mentions by page type, selected men’s grooming brands, September 2, 2012-September 1, 2013
                                                                                                                                                                          • What are people talking about online?
                                                                                                                                                                            • Figure 48: Mentions by type of conversation, selected men’s grooming brands, September 2, 2012-September 1, 2013
                                                                                                                                                                            • Figure 49: Major areas of discussion surrounding men’s grooming brands, September 2, 2012-September 1, 2013
                                                                                                                                                                          • Brand analysis
                                                                                                                                                                            • Old Spice
                                                                                                                                                                              • Figure 50: Old Spice key social media indicators, August 2013
                                                                                                                                                                            • Axe
                                                                                                                                                                              • Figure 51: Axe key social media indicators, August 2013
                                                                                                                                                                            • Right Guard
                                                                                                                                                                              • Figure 52: Right Guard key social media indicators, August 2013
                                                                                                                                                                            • Nivea for Men
                                                                                                                                                                              • Figure 53: Nivea for Men key social media indicators, August 2013
                                                                                                                                                                            • Dove Men + Care
                                                                                                                                                                              • Figure 54: Dove Men+Care key social media indicators, August 2013
                                                                                                                                                                            • Just For Men
                                                                                                                                                                              • Figure 55: Just for Men key social media indicators, August 2013
                                                                                                                                                                          • Product Usage – Toiletries

                                                                                                                                                                            • Key points
                                                                                                                                                                              • APDO most commonly used personal care product
                                                                                                                                                                                • Younger men gravitate toward shower gel and all-in-one shower products
                                                                                                                                                                                  • Figure 56: Men's personal care product usage (regular – a few times a week or more – toiletry usage), by age, August 2013
                                                                                                                                                                                  • Figure 57: Men's personal care product usage (regular – a few times a week or more – toiletry usage), by household income, August 2013
                                                                                                                                                                              • Product Usage – Skincare

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Skincare usage highest among younger men
                                                                                                                                                                                    • Figure 58: Men's personal care product usage (regular – a few times a week or more – skincare usage), by age, August 2013
                                                                                                                                                                                    • Figure 59: Forms of moisturizers/creams/lotions used, by age, January 2012-March 2013
                                                                                                                                                                                  • Foaming face wash and scrubs most commonly used facial skincare products
                                                                                                                                                                                    • Figure 60: Types of facial cleansing and medicated skincare products used, by age, January 2012-March 2013
                                                                                                                                                                                  • Neutrogena most commonly used facial skincare brand
                                                                                                                                                                                    • Figure 61: Top brands of facial cleansing and medicated skincare products used, among men, January 2012-March 2013
                                                                                                                                                                                  • Less affluent less likely to use skincare products
                                                                                                                                                                                    • Figure 62: Men's personal care product usage (regular – a few times a week or more – skincare usage), by household income, August 2013
                                                                                                                                                                                • Product Usage – Shaving Products

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Men consistently use shaving products
                                                                                                                                                                                      • Figure 63: Men's personal care product usage (regular – a few times a week or more – shaving usage), by age, August 2013
                                                                                                                                                                                      • Figure 64: Men's personal care product usage (regular shaving usage), by household income, August 2013
                                                                                                                                                                                    • Most men stick with regular shaving cream or gel
                                                                                                                                                                                      • Figure 65: Types of shaving cream and gel used, by age, January 2012-March 2013
                                                                                                                                                                                    • Barbasol most commonly used brand
                                                                                                                                                                                      • Figure 66: Top brands of shaving cream or gel used, among men, January 2012-March 2013
                                                                                                                                                                                  • Product Usage – Haircare

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Most men are using shampoo; younger men more apt to use conditioner and styling products
                                                                                                                                                                                        • Figure 67: Men's personal care product usage (regular – a few times a week or more – haircare usage), by age, August 2013
                                                                                                                                                                                        • Figure 68: Types of shampoo used, by age, January 2012-March 2013
                                                                                                                                                                                        • Figure 69: Types of conditioner used, by age, January 2012-March 2013
                                                                                                                                                                                        • Figure 70: Top brands of shampoo and conditioner used, among men, January 2012-March 2013
                                                                                                                                                                                        • Figure 71: Types of hair styling products used, by age, January 2012-March 2013
                                                                                                                                                                                    • Personal Appearance Preferences

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Facial hair is becoming more acceptable
                                                                                                                                                                                          • Figure 72: Personal appearance preferences, by age, August 2013
                                                                                                                                                                                      • Shopping Behaviors

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Older men stick with what they know
                                                                                                                                                                                            • Figure 73: Shopping for men's personal care products, by age, August 2013
                                                                                                                                                                                          • Affluent men lean more toward male-specific offerings
                                                                                                                                                                                            • Figure 74: Shopping for men's personal care products, by household income, August 2013
                                                                                                                                                                                        • Factors Affecting Purchase Decision

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Price and scent most important to men
                                                                                                                                                                                              • Figure 75: Factors affecting purchase decisions, August 2013
                                                                                                                                                                                            • Younger men influenced by well-known brand names and positive product reviews
                                                                                                                                                                                              • Figure 76: Any importance of factors affecting purchase decisions, by age, August 2013
                                                                                                                                                                                          • Interest in New Products

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Interest in trying new products not very strong
                                                                                                                                                                                                • Figure 77: Interest in new men's grooming products, August 2013
                                                                                                                                                                                              • Younger men interested in body moisturizers that heal skin and muscle
                                                                                                                                                                                                • Figure 78: Interest in new men's grooming products, by age, August 2013
                                                                                                                                                                                              • Some men are interested in facial hair maintenance products
                                                                                                                                                                                                • Figure 79: Interest in new men's grooming products, by personal appearance preferences, August 2013
                                                                                                                                                                                            • Attitudes Concerning Personal Appearance

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Most do their own thing but feel confident and attractive when well groomed
                                                                                                                                                                                                  • Figure 80: Attitudes concerning personal appearance, August 2013
                                                                                                                                                                                                • Men aged 25-34 put a high value on personal appearance
                                                                                                                                                                                                  • Figure 81: Attitudes concerning personal appearance, by age, August 2013
                                                                                                                                                                                              • Attitudes Concerning Product Quality

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Men feel that private label products works just as well as branded products
                                                                                                                                                                                                    • Figure 82: Attitudes concerning product quality, August 2013
                                                                                                                                                                                                  • Younger men more apt to agree that branded products are better quality
                                                                                                                                                                                                    • Figure 83: Attitudes concerning product quality, by age, August 2013
                                                                                                                                                                                                • Race and Hispanic Origin

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Black and Hispanic men have high incidence of product use
                                                                                                                                                                                                      • Figure 84: Men's personal care product usage (regular toiletry usage), by race/Hispanic origin, August 2013
                                                                                                                                                                                                      • Figure 85: Men's personal care product usage (regular skincare usage), by race/Hispanic origin, August 2013
                                                                                                                                                                                                      • Figure 86: Men's personal care product usage (regular shaving usage), by race/Hispanic origin, August 2013
                                                                                                                                                                                                      • Figure 87: Men's personal care product usage (regular haircare usage), by race/Hispanic origin, August 2013
                                                                                                                                                                                                    • Black and Hispanic men less likely to stick with same brands
                                                                                                                                                                                                      • Figure 88: Shopping for men's personal care products, by race/Hispanic origin, August 2013
                                                                                                                                                                                                    • Product scent important to Hispanic men
                                                                                                                                                                                                      • Figure 89: Factors affecting purchase decisions, by race/Hispanic origin, August 2013
                                                                                                                                                                                                    • Black men interested in healing skin and muscles after sports
                                                                                                                                                                                                      • Figure 90: Interest in new men's grooming products, by race/Hispanic origin, August 2013
                                                                                                                                                                                                    • Hispanic men most likely to agree that branded and higher-priced products are better
                                                                                                                                                                                                      • Figure 91: Attitudes concerning product quality, by race/Hispanic origin, August 2013
                                                                                                                                                                                                  • Marital/Relationship Status

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Men living with partner more likely to use wide array of products
                                                                                                                                                                                                        • Figure 92: Men's personal care product usage (regular – a few times a week or more), by marital/relationship status, August 2013
                                                                                                                                                                                                        • Figure 93: Shopping for men's personal care products, by marital/relationship status, August 2013
                                                                                                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                      • Product usage
                                                                                                                                                                                                        • Figure 94: Men's personal care product usage (by category), by age, August 2013
                                                                                                                                                                                                        • Figure 95: Men's personal care product usage, August 2013
                                                                                                                                                                                                        • Figure 96: Men's personal care product usage, regular usage (a few times a week or more) by age, August 2013
                                                                                                                                                                                                        • Figure 97: Men's personal care product usage, regular usage (a few times a week or more) by household income, August 2013
                                                                                                                                                                                                        • Figure 98: Men's personal care product usage, regular usage (a few times a week or more) by race/Hispanic origin, August 2013
                                                                                                                                                                                                        • Figure 99: Men's personal care product usage, regular usage (a few times a week or more) by marital/relationship status, August 2013
                                                                                                                                                                                                        • Figure 100: Men's personal care product usage, regular usage (a few times a week or more) by employment, August 2013,
                                                                                                                                                                                                      • Facial skincare products
                                                                                                                                                                                                        • Figure 101: Brands of facial cleansing and medicated skincare products used, among men, January 2012-March 2013
                                                                                                                                                                                                      • Shaving products
                                                                                                                                                                                                        • Figure 102: After shave lotion and cologne usage, by age, January 2012-March 2013
                                                                                                                                                                                                        • Figure 103: Brands of shaving cream or gel used, among men, January 2012-March 2013
                                                                                                                                                                                                        • Figure 104: Types of after shave lotion and cologne used, by age, January 2012-March 2013
                                                                                                                                                                                                      • Haircare products
                                                                                                                                                                                                        • Figure 105: Men's personal care product usage (regular – a few times a week or more haircare usage), by household income, August 2013
                                                                                                                                                                                                        • Figure 106: Top brands of shampoo and conditioner used, among men, January 2012-March 2013
                                                                                                                                                                                                        • Figure 107: Brands of conditioner used, among men, January 2012-March 2013
                                                                                                                                                                                                      • Personal appearance preferences
                                                                                                                                                                                                        • Figure 108: Personal appearance preferences, by income, August 2013
                                                                                                                                                                                                        • Figure 109: Personal appearance preferences, by marital/relationship status, August 2013
                                                                                                                                                                                                        • Figure 110: Personal appearance preferences, by race/Hispanic origin, August 2013
                                                                                                                                                                                                      • Factors affecting purchase decision
                                                                                                                                                                                                        • Figure 111: Any importance of factors affecting purchase decisions, by household income, August 2013
                                                                                                                                                                                                        • Figure 112: Any importance of factors affecting purchase decisions, by marital/relationship status, August 2013
                                                                                                                                                                                                      • Interest in new products
                                                                                                                                                                                                        • Figure 113: Interest in new men's grooming products, by household income, August 2013
                                                                                                                                                                                                        • Figure 114: Interest in new men's grooming products, by marital/relationship status, August 2013
                                                                                                                                                                                                      • Attitudes concerning personal appearance
                                                                                                                                                                                                        • Figure 115: Attitudes concerning personal appearance, by household income, August 2013
                                                                                                                                                                                                        • Figure 116: Attitudes concerning personal appearance, by marital/relationship status, August 2013
                                                                                                                                                                                                        • Figure 117: Attitudes concerning personal appearance, by race/Hispanic origin, August 2013
                                                                                                                                                                                                      • Attitudes concerning product quality
                                                                                                                                                                                                        • Figure 118: Attitudes concerning product quality, by marital/relationship status, August 2013
                                                                                                                                                                                                        • Figure 119: Attitudes concerning product quality, by household income, August 2013
                                                                                                                                                                                                    • Appendix – Social Media

                                                                                                                                                                                                      • Brand usage or awareness
                                                                                                                                                                                                        • Figure 120: Brand usage or awareness, August 2013
                                                                                                                                                                                                        • Figure 121: Axe usage or awareness, by demographics, August 2013
                                                                                                                                                                                                        • Figure 122: Old spice usage or awareness, by demographics, August 2013
                                                                                                                                                                                                        • Figure 123: Nivea for Men usage or awareness, by demographics, August 2013
                                                                                                                                                                                                        • Figure 124: Dove Men+Care usage or awareness, by demographics, August 2013
                                                                                                                                                                                                        • Figure 125: Right guard usage or awareness, by demographics, August 2013
                                                                                                                                                                                                        • Figure 126: Just for men usage or awareness, by demographics, August 2013
                                                                                                                                                                                                      • Activities done
                                                                                                                                                                                                        • Figure 127: Activities done, August 2013
                                                                                                                                                                                                        • Figure 128: Axe – activities done, by demographics, August 2013
                                                                                                                                                                                                        • Figure 129: Old spice – activities done, by demographics, August 2013
                                                                                                                                                                                                        • Figure 130: Dove Men+Care – activities done, by demographics, August 2013
                                                                                                                                                                                                        • Figure 131: Right guard – activities done, by demographics, August 2013
                                                                                                                                                                                                      • Online conversations
                                                                                                                                                                                                        • Figure 132: Online mentions, selected men’s grooming brands, by week, September 2, 2012-September 1, 2013
                                                                                                                                                                                                        • Figure 133: Mentions by page type, selected men’s grooming brands, September 2, 2012-September 1, 2013
                                                                                                                                                                                                        • Figure 134: Mentions by type of conversation, selected men’s grooming brands, September 2, 2012-September 1, 2013
                                                                                                                                                                                                        • Figure 135: Mentions by type of conversation, selected men’s grooming brands, September 2, 2012-September 1, 2013
                                                                                                                                                                                                        • Figure 136: Major areas of discussion surrounding men’s grooming brands, September 2, 2012-September 1, 2013
                                                                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                      • American Crew, Inc.
                                                                                                                                                                                                      • Beiersdorf, Inc. (USA)
                                                                                                                                                                                                      • Colgate-Palmolive Company
                                                                                                                                                                                                      • Colomer
                                                                                                                                                                                                      • Combe Incorporated
                                                                                                                                                                                                      • Coty Inc
                                                                                                                                                                                                      • Dial Corporation, The
                                                                                                                                                                                                      • Energizer Holdings, Inc.
                                                                                                                                                                                                      • Global Gillette
                                                                                                                                                                                                      • Henkel Corporation
                                                                                                                                                                                                      • Procter & Gamble Company (The)
                                                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                                                      • Unilever USA
                                                                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                                                                      Men's Personal Care - US - October 2013

                                                                                                                                                                                                      US $3,995.00 (Excl.Tax)