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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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concerns


Bad body odor/

excessive sweating


Baldness/ hair loss

Feeling old

Looking old


eyes

Muscle tone

Dry/ flaky skin

Thinning hair

Bags under eyes


Sun damage

Sunburn

Oily skin

Shaving rash


uneven skin tone

Maintaining skin



Eye wrinkles

Chapped lips


concerned about


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concerns


Bad body odor/

excessive sweating


Baldness/ hair loss

Feeling old

Looking old


eyes

Muscle tone

Dry/ flaky skin

Thinning hair

Bags under eyes


concerned about


Sun damage

Sunburn

Oily skin

Shaving rash


uneven skin tone


Eye wrinkles

Chapped lips

Maintaining skin



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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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#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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#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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#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/