Trends in The Men’s Grooming Market
The maturity of the men’s grooming market has been a long time coming. Not so long ago, men would have been reluctant to admit using a deodorant or shower gel, let alone a brand with a For Men label. Men’s grooming meant little more than a daily wash with soap, a shave, and perhaps a splash of something sweet-smelling on special occasions.
Today’s modern male is far more clued up when it comes to his grooming routine and is likely to use a range of products to feel fresh and look good. What changed attitudes was the advent of the celebrity icon, in particular footballer David Beckham, who made fashion style and grooming acceptable. Although most men would not go so far as to wear pink nail polish or wax their body hair.
Taking care of one’s appearance has given rise to the term “metrosexual”, used to describe ultra groomed men, such as David Beckham. Women too are encouraging this notion, with the message being that well-groomed is sexy,” The term “metrosexual” was coined by marketing consultant Marian Salzman in 2003 to describe the male consumer who is willing to spend a couple of hours at a spa getting a massage and facial. Salzman now believes the “ubersexual” is replacing the metrosexual who is less concerned with fashion and more into relationships than self. Salzman and co-author Ann O’Reilly, in their book “The Future of Men”, maintain that the ubersexual possesses “M-ness”, a type of masculinity “that combines the best of traditional manliness…with positive traits traditionally associated with females.”
The health and wellness trend is still a driver for sales of men’s grooming products. Its impact has been felt across cosmetics and toiletries, particularly in the demand for natural and organic ingredients, as well as in the sales of preventative care. “As populations age and life expectancy rises, consumers are becoming more concerned with preserving their looks. Men now recognize the long-term benefits of following a skin care regime. In addition, in developed markets, sophisticated consumers are experimenting with specialized products, like anti-agers, at-home microdermabrasion, self-tanners, abs-sculpting products and depilatories. There are also night creams that reduce in-growing hairs and sensitive skin shower gels.
I was curious to find out what the current trends were in terms of men’s grooming. So, I did a quick Google search for the particular market I am interested in. I recently did a search in the men’s treatment market. I got some surprising results. Since I didn’t specify the specific area of the men’s treatment market, which contained quite a number of regular gift items, what did come up time after time in terms of technical content was the following 7 items:
- Herbal Hair Loss Treatments
- Erectile Dysfunction Treatments
- Rogaine Treatments for Hair Loss
- Vitamin A Facial Treatments
- Men’s Skin Care Products
- Spas for Men
- Men’s Anti-Aging Treatments
Watch this space…Organic Beauty World will be introducing an exciting all natural men’s botanical brand next week – one that took on the big boys and won an award for Innovation & Originality!
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