Pure Beauty gives you the complete guide to men’s grooming in 2014 highlighting skin care, shaving, body care, hair care options before providing a brand guide
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Although highly unlikely to ever become as huge as the female beauty
market, male grooming is pretty big business for the UK’s personal care
industry. A report by Mintel published last year found the UK grooming
category grew by 12% between 2007-2012, from £512m to £574m, and sales
are expected to rise a further 6% by 2017. Globally, sales rose by 70%
over the six year period and up to 74% of British men are now defined
as keen shoppers when buying personal care products. Growth is largely
being fuelled by the younger market, for whom grooming is seen as far
more acceptable. Herbie Dayal, CEO at KMI Brands, says: “Ask any
12-year-old about grooming and they will tell you about hair styling
products (waxes or gels), skin cleansing products (for spot free skin)
and fragrances such as Lynx. More men are getting into grooming and
talking about grooming products at a younger age. As they get a bit
older, say 18+, they may start investing more in facial care products –
moisturisers, face wash and, of course, shaving products. There has
been a dramatic shift in grooming in terms of overall spend and the
young age at which grooming comes into a man’s life.” Male products tend to offer more straightforward descriptions of their
functions and benefits than female ones, and this is because men tend
to want problem/solution type purchases that do what they say on the
tin. However, there is still a lot of choice out there. Having a sound
understanding of the specific grooming needs of men will help you to
suggest products succinctly and knowledgeably, and guide your male
customers to their perfect products.
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