Bundles and kits are everywhere in male grooming, and this is why

This article was originally published in the Male Grooming Trend Report. Receive your copy here

Male grooming has always been a tough market for brands to crack.

Persuading men to try new products, switch to different brands and to spend money on the category takes more investment and education from brands than it does to engage women in beauty and skin care, say industry experts.

But there is one strategy that men’s brands are increasingly adopting to address these challenges.

Bundles, kits and sets have proven to be a tried-and-tested way of attracting gift-seeking customers for years, particularly during key seasonal and holiday periods such as Christmas and Father’s Day.

But men’s grooming brands have grown savvy to the benefits of bringing kits into their year-round offer, and are reaping rewards as a result.

Whether it’s The Routine Revolution from Shakeup Cosmetics, Rock Face’s Ultimate Scent Kit or Lumin’s Badass Bundle – all of which have five-star customer reviews – sets are not only incredibly popular with customers, they are often among the best selling SKUs in a brand’s line-up.

For Rock Face, which prides itself on its fragrance-focused range of deodorant, shower and skin care products, bundles or ‘scent kits’ as it calls them, are integral to its D2C strategy.

“In the past, bundles were mostly bought as gifts, but now they’ve become a go-to for men who want an easy, all-in-one way to take care of themselves year-round,” says Brand and Innovation Director James Langdon.