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Insights to Men's Grooming

By: Tom Wilscam
Posted: February 21, 2014, from the March 2014 issue of GCI Magazine.

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And trends in tightly cut beards that are shaped and sculptured daily with a razor and special clippers, as well as sculpted eyebrows, owe their origins to men in the Middle East.

Grooming Goes Global

In summary, men worldwide all have similar challenges with grooming and can benefit from learning about products, ingredients, treatments and best practices in men’s grooming from other cultures. As interest in men’s grooming products continues to grow, so will the opportunities for beauty brands. However, that doesn’t mean bringing a successful men’s grooming product to a global market is easy. It requires dedication to developing and constantly improving products by incorporating advantageous new ingredients and formulations—wherever their origins—as well as being on the lookout for interesting new ideas and practices and carefully considering how they can be best brought to target consumers.

Tom Wilscam is CEO and founder of men’s grooming brand Hommage, which has locations in more than 20 countries worldwide. For more information, visit Wilscam also can be reached directly at with questions or comments.