In an article titled “Men's Grooming Habits in Emerging and Developed Markets,” Lisa Holmes and Jocelyn Dautel write for Euromonitor International on the current state of men’s grooming in the global beauty and personal care industry, including where there are opportunities and where beauty brands are missing the mark.
Based on recent research from Euromonitor’s “Personal Appearances Survey 2014,” the article discusses how brands can work to continue to entice men into the personal care and grooming category. Holmes and Dautel write, “One third of men spend more than thirty minutes a day grooming, opening up a number of opportunities for BPC companies to develop products targeted to the unique needs of this especially appearance-minded segment of men.” Targeting products specifically to men is important, as they are typically resistance to female-marketed personal care products. And another important factor in enticing male beauty consumers is maintenance effort. “As disposable incomes rise and Western culture expands in emerging markets, male consumers in these countries are putting more effort into their appearance and using a wider range of products than many of their counterparts in developed countries,” Holmes and Dautel explain.
Deodorants are still the key in the fragrance market for men, as 85% have used it in the past three months to stay smelling fresh on a daily basis, according the Euromonitor statistics. Cologne and body sprays also continue to be a strong factor in emerging markets, as the writers share, “Latin American men are particularly diligent about smelling fresh; each day close to 100% of male product users in Brazil, Colombia, and Mexico apply deodorant and more than 70% apply body sprays and cologne.”
Sticking with more straightforward personal care choices, most men only use shampoo in their hair care routines, according to Euromonitor, while approximately 40% use conditioner. Men in emerging markets are more likely to add additional products to their hair care routines, Holmes and Dautel note. They also share that more mature markets should likely focus on developing hair care products that streamline the process, such as 2-in-1 products and other multifunctional options.
In the skin care category, men are mostly using facial and body cleansers, but again, Holmes and Dautel point out that male consumers in emerging economies are the more skin care-adventurous, adding new products into their regimens. Sun care also is factored in here, with it not surprisingly being more important in more sun-drenched locales. Holmes and Dautel also write, “In addition, brands and retailers should place a particular focus on Indian markets where the most men currently report using body moisturizers (54%), body scrubs (38%), face masks (25%), whitening or lightening creams (25%), and anti-aging creams (22%).”
Moving into color cosmetics—traditionally a much harder sell to the male market—the report again finds that this category is finding more opportunities in the emerging markets. Holmes and Dautel explain, “In developed markets, men rely on more basic cosmetics, such as lip balms and, on rare occasion, foundation. In emerging markets, men dabble in a wider variety of cosmetic products, using lip gloss in addition to lip balm, and BB creams in addition to foundation. Nail polishes are also becoming increasingly common for men, especially in Colombia where 35% of men report using it on a weekly basis.”
There are opportunities growing in men’s grooming, beauty and personal, but they need to be approached and developed in the right way, according to Holmes and Dautel. “While basic, simple, and low maintenance routines are still the norm in developed markets, men in emerging markets tend to lean toward more modern, sporty and trendy styles,” they write. “These style preferences are evident in the products that men in emerging and developed markets incorporate into their grooming routine, reinforcing the importance of tailored marketing and product development when targeting these groups.” When developing and extending products for the men’s market in the global landscape, definite attention needs to be paid to particular market needs, as well as emerging attitudes about what is easy to use versus what is necessary to use.