The men's market for grooming and personal care product continues to hold promise for growth and innovation, particularly in the areas of skin care health, as well as hair care. According to Euromonitor International, men are proving once again to be willing to open their wallets for razors, deodorants, bath and shower products, and value-added shave and skin care products. In 2010 global retail value of men's grooming products was placed at $29 billion; with global men's shaving estimated at $15 billion; and men's toiletries valued at$14 billion. In the US, men's grooming was valued at $5 billion, with men's shaving and toiletries, at $2.4 and $2.5 billion, respectively. A number of stand-out launches in 2010, including Dove's Men + Care line, as well as Procter & Gamble's Gillette ProGlide razor and accompanying ProSeries skin care range, added to the overall growth. In addition, Unilever's Axe supplemented its growing men's hair care offerings with the Music line, followed by Zen, and Downpour; and men's bath and shower products propelled the rest of the category's growth. It was also a memorable year for Old Spice, which spurred sales with its "Smell Like a Man, Man," body wash campaign.