Men's Grooming - Europe - November 2010
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The €5bn market for dedicated male grooming products has achieved a great deal in a relatively short time. The industry’s greatest achievement, arguably, has been to convince younger men that they need their own C&Ts; and that it is now permissible – even stylish – to take an interest in personal grooming.
However, the men’s market remains largely focussed on commodity sectors, such as deodorants, shampoos and shaving preparations. While facial moisturisers are growing strongly, with the claim migrating throughout the men’s category, men still demonstrate a deep resistance to skincare concepts such as anti-ageing and weight reduction. Usage of male grooming products remains weighted heavily to men in their twenties and thirties.
The family man who features in recent advertising from the likes of Unilever’s Dove For Men is a call to action to a much wider consumer base. Even so, the narrowness of the new Dove range implies acceptance of a new reality. Where complex facial skincare and body care products remain a niche, albeit a growing lucrative one, while high volume, low value products such as deodorants and bath and shower products drive the market.
Still, the market definitely has allure for manufacturers. In June 2009, Procter & Gamble bought two high-end male grooming brands, Art of Shaving and Zirh. While it is yet to wield the two brands with any significant activity in Europe, their acquisition is a sign of the company’s confidence in the prestige male grooming market. P&G’s rumoured interest in Beiersdorf indicates that it would also be interested in adding to its mass market offer too."
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