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Mintel Beauty Innovation has seen a dramatic increase in the number of new personal care products launched for men. So far in 2008, Mintel has tracked more than 500 new men's personal care products in the U.S., a substantial increase from the 375 launched in 2007. Globally, Mintel has recorded more than 3,600 new men's personal care product launches to date in 2008.
But beyond increased volume in the marketplace, Mintel Beauty Innovation's Taya Tomasello sees more men's personal care products being designed for advanced male grooming:
"Beauty manufacturers are trying to stay one step ahead of men's evolving grooming habits. New personal care products launched for men today step beyond the basics of showering, shaving and deodorizing. At both the high and low ends of the market, new men's grooming products try to provide tangible benefits based on appearance, specific body needs and ethical concerns."
Mintel Beauty Innovation sees rapid growth in four areas of advanced male grooming:
1. Lip-, eye- and hand-specific: Premium and mass-market brands alike now offer products for men that promise to enhance certain areas of the body. Clarins Men Lip Guard and Jack Black Industrial Strength Hand Healer emphasize functionality, not preening, to appeal to ordinary men. Still, other products such as L'Oréal Men Expert eye cream and the 4VOO Shape and Shine Nail Set target men seeking a flawless appearance.