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Trends and Innovations in
Male Grooming
April 2015
Marketing Trends
Jamie Mills
Associate Analyst,
Datamonitor Consumer
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2
About Datamonitor Consumer
Today’s male consumer: What do men want?
Top innovation trends in male grooming
Summary
Agenda
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3
About DatamonitorConsumer
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About Datamonitor Consumer
4 Source: Datamonitor Consumer
Innovation
Tracking
Uncover new
trends in productsand packaging
Consumer
Insight
Real insight on
real consumers
Market
Assessment
Identify new hot
spotsin the marketplace
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Datamonitor Consumer surveys consumers in 40
countries globally
5
United
States
Canada
Mexico
Brazil
South
Africa
AustraliaIndiaPakistan
Bangladesh
Sri Lanka
Japan
South
KoreaChina
UK
Spain
SwedenRussia
Saudi
Arabia
UAE
Turkey
Poland
Netherlands
Germany
Italy
France
IndonesiaSingapore
Malaysia
New
Zealand
Philippines
Thailand
Vietnam
Argentina
Chile
Colombia
Angola
Nigeria
Ghana
MoroccoEgypt
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Today’s male
consumer: What domen want?
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Shifting the dialogue from male hygiene to man
maintenance
Source: Datamonitor Consumer’s global survey 2014; [1] Talking
Retail, December 20128
“Too many men are just
stealing their wives or
partners’ products and
using whatever is in thebathroom cabinet.
Horrifyingly, some men
are using hand cream –
or even nothing – on
their faces.”
Bath/ shower products/
soap
Shampoo
Deodorants
Perfumes/ aftershave
Depilatories/ shaving
products
Facial skincare products
Conditioner
Suncare products
Body skincare products
Men who use the following products at least a few times a week,
global
Lauren Brooking,
Dove Men+ Care Brand Manager,
Unilever UK, 2012 1
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Visual culture and today’s “new” man
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Metrosexual
Spornosexual Lumbersexual
A form of “hyper -metrosexuality”
Emphasis on male sexuality and anappearance inspired by
sportsmen
The “antithesis” of spornosexuality
Emphasis and embracement of
masculine traits and appearing
“rugged”
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Males have increasingly complex appearance-related
concerns
Source: Datamonitor Consumer’s global survey 201410
Bad body odor/
excessive sweating
Dandruff/ itchy scalp
Baldness/ hair loss
Feeling old
Looking old
Dry/ sore/ tired/ irritated
eyes
Muscle tone
Dry/ flaky skin
Thinning hair
Bags under eyes
Top 20 appearance-related issues male consumers are
very/extremely
concerned about
Dark circles under eyes
Sun damage
Sunburn
Oily skin
Shaving rash
Dark spots/ pigmentation/
uneven skin tone
Spots/ pimples/ blackheads
Eye wrinkles
Chapped lips
Maintaining skin
firmness/ elasticity
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Males have increasingly complex appearance-related
concerns
Source: Datamonitor Consumer’s global survey 201411
Bad body odor/
excessive sweating
Dandruff/ itchy scalp
Baldness/ hair loss
Feeling old
Looking old
Dry/ sore/ tired/ irritated
eyes
Muscle tone
Dry/ flaky skin
Thinning hair
Bags under eyes
Dark circles under eyes
Sun damage
Sunburn
Oily skin
Shaving rash
Dark spots/ pigmentation/
uneven skin tone
Maintaining skin
firmness/ elasticity
Spots/ pimples/ blackheads
Eye wrinkles
Chapped lips
Top 20 appearance-related issues male consumers are
very/extremely
concerned about
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Males have increasingly complex appearance-related
concerns
Source: Datamonitor Consumer’s global survey 201412
Bad body odor/
excessive sweating
Dandruff/ itchy scalp
Baldness/ hair loss
Feeling old
Looking old
Dry/ sore/ tired/ irritated
eyes
Muscle tone
Dry/ flaky skin
Thinning hair
Bags under eyes
Top 20 appearance-related issues male consumers are
very/extremely
concerned about
Dark circles under eyes
Sun damage
Sunburn
Oily skin
Shaving rash
Dark spots/ pigmentation/
uneven skin tone
Spots/ pimples/ blackheads
Eye wrinkles
Chapped lips
Maintaining skin
firmness/ elasticity
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Attitudes towards appearance and grooming vary by
region
Source: Datamonitor Consumer’s global survey 2014; Datamonitor
Consumer’s global survey 201313
Australasia
Latin America
North America Europe
Middle East & Africa
Asia
51%
62%
57%
50%
37%
54%
40%
61%
51%
41%
50%
32%52%
Men who believe their looks and appearance
to be important or very important
Men who agree they are interested in
purchasing products to enhance theirappearance
46%
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14
Top innovation trendsin male grooming
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Three key innovation trends in male grooming
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BeyondShaving MaleCosmetics TailoredSolutions
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Three key innovation trends in male grooming
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BeyondShaving MaleCosmetics TailoredSolutions
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#1: Beyond shaving: beard maintenance
Source: Datamonitor Consumer’s Product Launch Analytics17
Vichy Homme Idealizer 3
Day Beard and +
“ Provide skin with long lasting
hydration and coating for a
more supple and well-
groomed beard.”
Beard careBeard hygieneCreating targeted
beard “systems”
Billy Jealousy
Beard Wash
“Cleans, softens and
detangles the gnarliest of
beards”
Tom Ford
Conditioning Beard Oil
“Conditions, softens, and
nourishes the beard.”
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#1: Beyond shaving: facial hair as a fashion accessory
Source: Datamonitor Consumer’s Product Launch Analytics; –Image:
Remington website18
The Hairgum Barber Shop Moustache
Wax
Designed to shape moustaches and
recreate “hair” styles
Targeted stylants “Groomers” vs. shavers
Remington Vacuum Beard & Grooming
Kit
For “style conscious men who want to trim
the length and define the shape of their
beard”.
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Three key innovation trends in male grooming
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BeyondShaving MaleCosmetics TailoredSolutions
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#2: Male cosmetics: functional face make-up
Source: Datamonitor Consumer’s Product Launch Analytics20
IOPE Men Air Cushion Broad
Spectrum SPF50+
“An air cushion sunscreen for men
that provides natural coverage.”
All over facial coverage Concealing blemishes
Tom Ford Concealer
“Tom Ford For Men Concealer is a
practical, simple tool.”
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#2: Male cosmetics: the challenge for color cosmetics
Source: Datamonitor Consumer’s Product Launch Analytics – Image:
Evolution Man website21
Garnier Men The Ultimate
Protective Lip Balm
Protects lips from dryness and
increases cell turnover to help repair
lips
“Male” polish
Evolution Man Pavement Nail Paint
“Hit the Pavement running with this
polished, concrete looking nail paint.”
Functional lip
“make-up”
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Three key innovation trends in male grooming
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BeyondShaving MaleCosmetics TailoredSolutions
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#3: Tailored solutions: efficacy driven consumers
Source: Datamonitor Consumer’s Product Launch Analytics; –
Image: Dove Men+Care website23
Professional
endorsementActive ingredients Performance claims
Mentholatum Power Up
Power Tank Face CreamFormulated with a “DERM -3
complex” featuring hyaluronic
acid, coenzyme Q10, and
wheat seed extract.
Dove Men+Care Expert
Shave Range“Clinically proven to better
hydrate skin, help protect it
during shaving and provide an
incredibly smooth glide for the
razor.”
L’Oreal Men Expert Vita Lift
Anti-Age Force MoisturizingGel-Serum
Claims to act “instantly for
visible results the 1st minute it
is applied”, hydrates skin for
24 hours, and is quickly
absorbed.
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#3: Tailored solutions: “manly” products
Source: Datamonitor Consumer’s Product Launch Analytics; –Image:
Clinique website24
Clinique for Men
Oil Control Exfoliating Tonic
“Helps control oil buildup to maintain
clearer skin. De-flakes skin's surface.”
Simple, targeted packaging Masculine claims
Biotherm Homme Total Recharge CC
Gel Instant Healthy Look
“Vitamin C and ginseng revitalise and
recharge your skin.”
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Summary
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TrendSights: 40 sub-trends that are driving innovation
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Summary: male grooming innovation trends and
opportunities
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Grooming is as important
for men with facial hairas it is for those without.
Facial hair is an
expression of masculinity
and individuality
Different styles and
lengths of facial hair
create opportunities for
targeted grooming
products.
Face make-up represents
a high potential area forgrowth due to overlaps
with functional skincare
Purely color focussed
cosmetics are unlikely to
succeed currently due tosocial barriers, but
opportunities exist for
functional expansion e.g.
lip balm
Men are extremely
results driven andbrands need to ensure
they enhance product
efficacy credentials.
Opportunities exist in
repositioning andreformulating products
targeted at women in
conjunction with
“manly” marketing and
packaging.
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Thank you!
Presenter – Jamie Mills
[email protected]
Follow me on Twitter: @jamie_consumer
https://twitter.com/https://twitter.com/
