Male Grooming Cosmetics & Its Retailing Business

8/6/2019 Male Grooming Cosmetics & Its Retailing Business

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Male grooming cosmetics &its retailing business


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Men: A long history of male

grooming..

The tailoring landscape of the Indian

corporate world has changed dramatically

in the recent past. Before economic

liberalization, there weren't many globalbrands to choose from, as foreign fashion

labels were kept out of India due to

protectionist policies that blocked a whole

range of goods, including apparel.


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Things, however, have changed

since the 1990s, and men in the

corporate world have become

bolder in their tastes. Men's wear

has become a lot more colorful.

The brands that have entered the

Indian market range from Peter

England and John Player, Van

Heusen, Allen Solly, Arrow, ParkAvenue, to Hugo Boss etc.


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Indian men have moved away from

wearing only tailored apparel to wearing a

mix of readymade and tailored clothing.

Men's fashions may have something to do

with the weather. For years, Indian men

have shown a marked preference for white

or shades of white for the shirts they wore.

This is changing dramatically.


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Talking something about hairstyle

& saloon..


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What is meant by grooming ?????

It is the process of making yourself look neat and attractive.

The things which you do to make yourself and your

appearance tidy and pleasant.

Whether this is real or imaginary the most important fact is

that your appearance influences the opinions of everyone

around you.

Your Professionalism, intelligence and the trust people form

in you is mainly due to your appearance


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Personal grooming habits

Grooming involves all the aspects of your body:

Overall Cleanliness

Hair.

Nails.

Teeth.

Uniform

Make-up


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Available product category


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Some facts regarding malegrooming


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According to a recent surveydone by a marketing

information organization in

India, over 60 per cent

Indian men are groomingthemselves.


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we realize how the metrosexual man is not content

with styling or colouring his

hair, but even wants to be

fair. The same survey onmale grooming conducted in

urban India says majority of

Indian man has a monthly

date with a beauty salon!


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says model Shawar Ali. I gofor pedicure, manicure, hair

massage, facial, wrinkle free

creams and facial regularly.

Ali feels metro sexual menhave made women feel

jealous of the way they tone

and groom themselves.


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Prasoon Joshi says, "Earlier women

looked for a man who could provide her

shelter and security. Todays independent

woman has a lot of choices and its toughfor a man to get a date if he has not

groomed himself well.


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Actress and TV anchor Archana Puran

Singh says , A mans face, hair, body

have all become saleable commodities.

Its cool for men to look glamorous. Menare already applying lip balm, soon you

may see them applying lipsticks!


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Dr Kanan Shah, who works at a leading

skincare clinic in Ahmedabad, has at least

9-10 men between 20-30 years coming for

skin enhancement and acne problems.They are more conscious about their looks

than women. We even have 40-plus men

walking in regularly for botox and wrinkle-

free treatments at the clinic.


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Market research on purchasingbehavior of consumers


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Sampl w r

meti

yes93%

no7%

pur ase

Frequencyshowing

purchaseofcosmetics

daily23%

once

in aweek23%

oncein a

month16%

lessfreque

nt38%

no. ofpurchase


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Source of purchase

local

shop16%

departmentalstore48%

supermarket32%

other4%

Sources of information

tv

59%

radio10%

newspapers28%

other3%

Sales


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HUL, Garnier, Nivea, Emami vie for

pie of mens grooming market

companies such as Hindustan

Unilever, Garnier, Nivea, Emami, Paras

Pharma and Godrej Sara Lee launch tens

of skin care, hair care, bath and showerproducts, and deodorants for men; a face

that has helped Axe, Fair & Handsome

and Set Wet grow into Rs 100-crore

brands.


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The mens grooming marketwhich

includes face cleansers, moisturizers, hair

gels, body washes, deodorants and

shaving productsis estimated at aroundRs 1, 500 crore, largely in urban India.

Industry players say that the market has

been growing at around 20%, with face

care products and deodorants growing attwice the pace.


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Already, several personal care companiesget a significant chunk of revenues from

male grooming products and they are

vying with each other to expand their

geographical reach and product portfolio

as the market is expected to grow. Male

grooming is a growing market

internationally. Procter & Gamble recently

announced plans to extend its Olay brand

to mens products such as pre-shaving

thermal products.


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Analysts say there is room for more

products and differentiation even in India

as the market is expanding and most

users try out different brands. Nivea India has 15% of its personal care

revenues coming from mens

products, while Fair and Handsome the

first mens fairness cream to hit the marketin the country alone accounts for 10%

of Emamis personal care revenues.


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For Ahmedabad-based Paras Pharma, makers of

Set Wet hair gel Zatak deodorants, mens

grooming accounts for nearly 70% of its personal

care portfolio, which also includes Livon hair

conditioners and Recova anti-ageing cream for

women.

Overall, this contribution looks very healthy,

particularly because these products did not existin the Indian market five years ago, says Anand

Ramanathan, manager, KPMG advisory services.


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While the target consumer is strongly

rooted in the 20 to 45 years age

group, deodorants and hair products take

the age bracket lower to 15 years. Thisgrowth includes conversion of consumers

from existing unisex brands as well as

those who had been looking for men-

specific fragrances, says RichaSingh, marketing manager forGarnier

India.


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forecast of male

grooming industry

Grooming and beautyconsciousness has

penetrated the male

psyche like never beforeand the numbers are

growing even as we read

this!


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Male Grooming Cosmetics & Its Retailing Business