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Men’s Grooming Booming

By: Carrie Lennard, Euromonitor International
Posted: November 9, 2009, from the November 2009 issue of GCI Magazine.

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Sachet packet marketing, long been used successfully in emerging regions as a way to grow sales among lower-income consumers who could not otherwise afford full-sized products, is now being used by the major players to grow their market share among price-conscious men in developing markets. The share of the Clinicare (Procter & Gamble) shampoo brand in India was greatly boosted in 2008 thanks to sachet marketing. The format is ideal for male grooming products because ubiquity increases product familiarity and helps to break down cultural stigma surrounding the use of male toiletries in emerging regions. Men’s lines in sachet format were also introduced at the beginning of 2009 by Beiersdorf Thailand Co Ltd, and sachets are expected to prove as successful as they have been in other areas of personal care.

Even with signs of improvement in the recession-hit Western markets, growth in the long term will slow down as they naturally begin to reach maturity. To sustain growth, it is vital for manufacturers to continue to look to developing markets and to use innovative, tailored strategies that could attract lifelong customers from new male consumers.

Carrie Lennard is a research analyst at Euromonitor International.