The men’s category continues to pose challenges, but by offering more choice and focusing on wider male issues, brands are starting to win. This report reveals how
Credit: War Paint
Top 5 trends:
Source: Euromonitor International
Nearly every trend forecast for the beauty industry seems to pick a male grooming category that is set to explode in the year ahead. From male make-up to manscaping, the segment is a hotbed of promise, with many new brands entering the category, aiming to change the way men are marketed to, and increase usage.
But male grooming is a big ship to turn, and market penetration remains the biggest challenge. “Every year it’s seen as a huge opportunity to chase men’s spend on male grooming products, but it’s a tough market,” says Fiona Glen, Head of Projects at The Red Tree.
“You are marketing to a consumer group that is less engaged than females, and doesn’t seek out information as much. Compared to what women know about ingredients, male consumers do not have and also do not necessarily want that knowledge, so they are far more difficult to market to.”
Older men are a particular challenge. According to Mintel, the population of men aged over 55 is estimated to rise by 10% between 2013 and 2023 and this demographic is the least involved in the hair and skin care categories.
And it is also a demographic that brands can be guilty of forgetting, says Matt Maxwell, Category Insight Director at Kantar. “They make up a big percentage of the market, but it’s a tough sell for brands to persuade older consumers to change the way they have been doing things and get them to invest in the category.”. . .
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