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Masculine Dynamism—Men’s Care Growing Fast

By: Carrie Lennard, Euromonitor International
Posted: December 6, 2010, from the December 2010 issue of GCI Magazine.

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This meant that just as consumers opted for buy-one-get-one-free offers and private label in hair care, men’s hair care also saw consumers trading back down to unisex products. Male-specific skin care also reflects what is happening in the overall skin care market—that is to say, sales are booming. Male-specific skin care grew in 2009, registering 7% value growth.

Target Men’s Grooming for Cross-category Shifts

A common recession and post-recession tactic is to diversify product ranges into categories that offer better opportunities. A number of companies have made men’s grooming their top priority, thanks to its strong future growth potential—even in mature markets. Additionally, many areas of men’s grooming have proven to be relatively resilient to trading down during the recession.

In 2010, Unilever has expanded its Dove brand into men’s grooming, introducing Dove Men + Care in the U.S., Italy and the U.K. Procter & Gamble, meanwhile, beefed up its presence in the rapidly growing male skin care category in March 2010 with Fusion ProSeries—a range of male skin care products, including a moisturizer with SPF, to target the growing army of image-conscious young men.

Beiersdorf recently launched a male antiager for the under eye area, called Revitalising Q10 Eye Roller. Although male-specific skin care remains a comparative niche globally, the category is one of the most dynamic in the industry, and antiagers even more so. Value growth in male skin care (5%) far outstripped overall growth in beauty and personal care (2%) in Western Europe in 2009. The product perfectly taps into the growing acceptance among men in affluent Western regions of male beauty regimens that go beyond the basics.

Meanwhile, L’Oréal is focusing its attention on male-specific hair care. The French beauty company launched Kérastase Homme Capital Force in April 2010, a salon product aimed at targeting the problem of male hair loss.

Dedicated Retail Areas to Drive Sales