Changing Grooming Habits Fuel Innovation in Men’s Care Cosmetics

TAGS:  Hair Care      Skin Care      Men Care    

Change is inevitable. Thus, the urban metro-sexual man does not shy away from spending time and money on grooming, which therefore brings a great opportunity to the men’s cosmetics domain.  

The global market for men’s cosmetics is set to expand at a CAGR of 5.4 % over the next five years.

The fast-paced demand for men’s toiletries, apart from fragrances and shaving products, indicates the growing demand for products that cater to more than the basics.

From simple toiletries (shampoo, deodorant, shaving cream), bathroom cabinets now have moisturizers, facial cleansers, eye serums, bronzers, concealers, anti-aging products, even mud masks—all designed specifically for men.

In terms of geographic reach, Western Europe is a market leader with a market size of USD 12.4 billion. Asia-Pacific (APAC) region is the highest growth market as it is expected to register exceptional growth, expanding at a CAGR of 8.1% to USD 11.5 billion by 2020 from USD 7.8 billion in 2015.

According to Euromonitor, South Korea leads the APAC market, where innovation is supported by patent protection; the aggressive patent activity in Korea supports its hold in the cosmetics industry.

So, what's driving this exponential growth in men's cosmetics? Find it out by learning the latest research trends, merger & acquisitions for male grooming products. To begin with, let's take a look at the key drivers of men's cosmetics industry...

Key Drivers of Men's Cosmetics

Here's the list of key drivers of the men’s cosmetics industry:

Sr. No.	Key Drivers
1	An increased bent towards a more corporate look, a rise in health and fitness consciousness among men and a correlation of personal care products with hygiene, health, quality of life and perception as an overall confidence booster
2	Changing grooming habits of men and a change in attitude towards previously defined terms of masculinity
3	Branding on social media, as many men face much pressure to maintain a well-groomed appearance throughout the day
4	The launch of herbal products with low chemical content
5	The global upsurge in online retail platforms and rising disposable incomes

Keeping up with the pace of dynamic market needs, a major stress has been laid on R&D for product improvements. This caters to the changing grooming needs of men and the other strategy has been merger & acquisitions.

The major M&As’ for male grooming products have been highlighted below:

#1. Shaving Products

This segment has been a focus of the industry for decades, stemming from the basic grooming need associated with men and grooming habits that have changed dramatically over the past decade.

The shaving products segment has witnessed significant M&A activity, considering the varying grooming habits of men, which range from the classic clean-shaven look to the new no-shave look. Players are trying to cater to all the needs of consumers, but are also incurring heavy losses.

Some of the highlights are:

1. Emami to acquire 30% stake in Helios lifestyle Pvt Ltd (Owner of “The Man Company”) by December’18. Following the footprints of major players in the domain, Emami plans to mark its entry into the men’s grooming segment.


2. Marico acquired 45% stake in Beardo (March’17), which sells beard oil, waxes, men soaps etc.


3. Anglo-Dutch consumer goods giant Unilever acquired Dollar Shave Club for USD 1 billion in cash (July’16), which implies Unilever’s footprint extending into all important US personal care markets as well as the fast-growing men’s grooming category, which has registered an above-industry-average growth rate. The M&A also allows the Dollar Shave Club to expand into different geographies. The Dollar Shave Club provides a blades-by-subscription service for as little as USD 3 a month.


4. P&G acquired The Art of Shaving (June’09), a premium brand of shaving kits, and also helped the company enter into categories such as beard balms, oils, and fragrances.


5. Harry’s partnership with Target.com (Aug’16) marks Harry’s foray into the mass market. Harry’s sells shaving equipment and accessories online.


6. ShaveMOB.com acquired 800 Razors.(Aug’16) ShaveMOB.com offers its shaving cream and 800 Razors in its Ultimate Shave line of lotions, soaps, and creams, which accords a versatile product portfolio to ShaveMOB.


7. P&G acquired Gillette in a USD-57-billion deal (Jan’05), but the merger did not pan out as P&G hoped. P&G’s US market share in men’s razors and blades dipped by more than 13 percentage points from 2012 to 2017, according to Euromonitor.
   
   In its quest to broaden its target audience – i.e., men sporting stubble, beards, mustaches, goatees, and soul patches, and the needs of men at large –the growing trend of men shaving off all body hair or shaving off 2-day/3-day beards has brought some respite. Gillette introduced products like all-purpose Fusion ProGlide Styler and Braun beard trimmers which are popular among men.

Start-Ups to look out for: The Bombay Shaving Company, Beardo, Singh Styled and Ustraa

#2. Skin and Hair Care Segment

1. Edgewell Personal Care Company acquired Jack Black. Considered a top-selling brand in the men’s skin care industry, Jack Black was acquired by Edgewell Personal Care Company, following which, Jack Black was further entrenched in the market. This gives Edgewell an opportunity to further diversify its portfolio and thus improve the brand equity.


2. Strength of Nature acquired five hair-care brands from Unilever Strength of Nature, a global leader in the hair-care industry, acquired the Motions, Just for Me, Consort and Groom & Clean brands from Unilever. The company aims to serve the hair-care needs of people with varied hair textures, from curly to oily.


3. Unilever acquired Living Proof, Inc. (an innovative premium hair care brand famed for solving hair problems): This deal adds to Unilever’s vast product portfolio, catering to more categories of users.


4. Revlon acquired Elizabeth Arden: Revlon is strong in the hair care, men’s grooming, and cosmetics categories, while Elizabeth Arden brings its strength in the anti-aging, skin care and fragrance categories.


5. At the end of 2016, Philips and L’Oréal jointly launched a barber shop at the Singapore Changi Airport to showcase their men’s grooming techniques and products.

Start-Ups to look out for: The Man Company, The Indian Grooming Club

Research Trends and Products Claims

The transition in men’s grooming habits has brought about a shift in men’s needs. We identified some research trends across the domain, in line with the market dynamics and drivers.

#1. Revamping the Shaving Experience

Product innovations in this segment have made shaving an enjoyable experience for men.

• All-purpose Fusion ProGlide Styler has blade innovation to support their claim. The blade moves adjust and pivots to meet the face and claims to change the user’s shaving experience.
• Going back to basics: Some brands believe in the power of nostalgia. Vintage Blades say “Let us help you achieve an enjoyable shaving experience through the traditional straight shave or safety razor approach”. These aim to restore the image of the age-old way of shaving as a pleasurable ritual using straight razors or safety razors.

#2. Beyond Shaving

As also observed from market activity, there has been a bent towards a lumber-sexual appearance. More men seem to prefer a beard, leading to increased demand for beard hygiene products, maintenance, and targeted beard systems.

• Beyond shaving: Beard maintenance:
  
  
  • Beard hygiene: Billy Jealousy Beard Wash; claims to clean, soften and detangle the coarsest beard
  • Beard care: Tom Ford Conditioning Beard Oil; claims to condition, soften and nourish the beard, Beardo’s mustache growth roll on
  • Beard conditioning: Clinique for Men 2-in-1 skin hydrator and beard conditioner
  • Targeted beard system: Vichy Homme Idealizer 3-Day Beard (and the +variant); claims to bring long-lasting hydration to the skin and coating for a well-groomed beard





• Beyond shaving: When facial hair is a fashion accessory:
  
  
  • Stylants and groomers: The Hairgum Barber Shop mustache Wax is designed to shape mustaches and hairstyles; the Remington Vacuum Beard & Grooming Kit claims to trim beard length with precision; Singh Styled’s beard setters, designer turbans targeting specific segment; Philips - no maintenance electric razor which comes with a charging dock and cleans, lubricates and dries the shaver
  
  
  • Male cosmetics: Men’s use of cosmetics has gained wide acceptability, which is still on a rise. The blurring of gender lines when it comes to cosmetics is a major trend in this segment. Tom Ford first featured men in 2016. Men now want to experiment with the way they present themselves, not just by superficially changing their look, but by enhancing and covering those areas that drain their confidence. This trend is advantageous to big brands, which are fast dispelling the stigma around male cosmetics.
    
    Brands such as Tom Ford, DTRT, IOPE, Evolution Man, 4VOO, Mënaji, and Clinique have come up with concealers, sunscreens, bronzers, and BB creams for men, thus imparting positive outlook for and acceptability towards men’s cosmetics.
    
    
    • All over facial coverage: Sunscreen: IOPE Men Air Cushion Broad Spectrum SPF50+; claims to provide natural coverage
    • Concealing blemishes: Tom Ford Concealer
    • Evolution Man Pavement Nail Paint
    • Foreo Pulsating face wash which claims to deliver 8,000 pulses per minute to gently rid of bacteria and dead skin while lifting up facial hair to protect from razor burn

#3. Functional Lip Balm

Garnier Men The Ultimate Protective Lip Balm; protect lips from dryness and enhances cell rejuvenation.

#4. Tailored Solutions

Efficacy-driven consumers:

• Active ingredient-based products:
  • Mentholatum Power Up Power Tank Face Cream; offers an effective DERM-3 complex featuring hyaluronic acid, coenzyme Q10, and wheat-seed extract
  • BASF’s Speci’Men™ focusing on men’s specific properties
  • Evonik- Ingredients launch: for cleansing, conditioning, and overall beard care
  • Bielenda – Only for men; rich in the active-ingredient-based line of products
  • Logona – For thicker, more robust skin; LOGONA MANN moisturizes skin, uses revitalizing and protective ingredients such as organic ginkgo and caffeine





• Vegan cosmetics:
  • Pure Clean Daily Facial Cleanser With Aloe & Sage Leaf
  • Bold for Men Dry Shave Gel
  • Zia Dual-Action Face Lotion
  • Le Labo SANTAL 33
  • Aubrey Organics Men’s Stock Ginseng Biotin Shampoo
  • Abba Pure Style Gel Hair Styling Creams

#5. Natural-extract-based Products

Harmful chemicals have been replaced with natural extracts and essential oils. As men associate grooming products with health, natural products are popular with them.

• 100% pure - Men’s Natural Skin Care Routine – organic matcha smoothing scrub, cleansing foam with anti-aging antioxidants, organic cucumber juice intense hydration renewal serum, coffee bean under eye cream, antioxidant face masks
• Hercules Beard Co. Beard & Body Soap Ingredient: Bentonite clay “This mineral-rich clay helps detoxify the skin by drawing out impurities and toxins”
• Ursa Major Essential Face Wipes: natural face wipes
• Brickell men’s products: “We use only high quality natural and organic ingredients in every bottle.”
• CREMCANN Q10 FOR MEN: natural hemp face cream
• Sõsar Men’s Collection

#6. .com Culture

Online portals dedicated to the grooming needs of the male population have spurred the sales of such products, reaching a wider audience. Subscription-based trials of products have increased, which gives users to explore premium brands at low cost. Bombay Shaving Company, Harry’s, shaveMOB.com, and Dollar Shave Club are some of the sites where customers can subscribe to the shaving products range or other grooming kits for reasonable rates.

#7. Increasing Male-centric Attention

To increase “male-centric” attention, different marketing gimmicks are adapted by players.

• All in one concept: one of the major trends in cosmetic industry is to offer multiple benefits in one product, it comes as no surprise that the same applies to male grooming industry as well, some of the products claiming all-in-one benefits are Clinique for men - For Men 2 in 1 Skin Hydrator & Beard Conditioner; Face & Body’s OLIVINA MEN - All-in-One Cleansing Cloths; Lab Series Pro LS All-in-One Face Treatment, Ursa Major’s 4-in-1 Essential Face Tonic


• No fuss packaging- To keep it simple for men, companies are coming up with the claims of offering fuss-free packaging, like Aveda Men Pure-Formance- Fuss free - 2 in 1 formula, ClarinsMen smooth shave foaming gel and Malin + Goetz.

Conclusion

Men’s cosmetics have become hugely popular over the past few years. It is a trending topic, more so with society’s changing perspective on the norms relating to male grooming. Men’s care products are seen as essentials, associated with health and also a means to enhance one’s appearance. Changing grooming needs have fueled innovation and also urged players to keep pace with new needs.

Big players are, in general, broadening their product portfolio to be able to serve these market needs either by product launch and R&D or by M&A. The men’s care industry has seen a revolution, stemming from men’s upgrade from basic toiletries to special cosmetics. This has brought greater social acceptance to the idea of men using makeup.

In the future, men’s cosmetics would be a key focus for innovation as products have to be convincing enough to gain acceptance from the male user section.


Source: https://www.aranca.com/