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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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As brands introduce more male-specific products to the market, retailers are responding with male-specific beauty sections. Behavioral studies show that men dislike too many options, preferring simple solutions. Moving products such as men’s skin care from the female skin care aisle to a section of the store in which men feel more comfortable shopping is an excellent tactic that is already being employed by some retailers. At the beginning of 2010, H-E-B, a U.S. regional grocery chain, went a step further and launched Men’s Zone, a male-specific beauty aisle in several of its stores. The aisle displays all the products targeted at men in one easy-to-shop space that also offers a television sports channel and masculine blue lighting.

Outlook: Major Bright Spot for the Beauty Industry

Men’s grooming is set to add an additional $3.9 billion to its value size by 2014. As attitudes to the concept of masculinity change, and the use of male-specific products becomes the norm for men around the world, this will continue to provide new opportunities, particularly in categories such as deodorants and skin care—which are set to grow by approximately $970 and $950 million, respectively, by 2014. As a result, the category is set to see a good deal of investment from major players over the mid to long term.

Carrie Lennard is a research analyst at Euromonitor International.