Beard boom fuels NPD growth

Beard and moustache launches rise as brands make the most of the fuzzy trend

Global launches of beard and moustache products rose from 8% in 2011 to 42% in 2014 according to Datamonitor. With 2015 well underway, these brands see a continued growth opportunity in the trend for facial fuzz

1 Recipe For Men the Swedish brand which originally launched in 2005 and has since expanded into 25 countries around the world, including much of Europe and the US, offers a sleek range of skin care products specifically tailored for the needs of men. Beard Elixir, which hit shelves in the fourth quarter of 2014, is a conditioning and soothing oil which is said to leave the beard groomed and easy to comb. The product, which is rubbed into the beard after washing, contains natural oils and extracts including almond oil, cedar wood and jojoba oil to add shine, calm the skin and relieve itching and irritation. Pine oil, lemongrass and sea buckthorn extract are also included to provide an anti-fungal action and prevent beard dandruff. PRICE €19

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