March Madness: Male Grooming is a Slam Dunk

Men's Grooming Regimen
Men’s Grooming Regimen

Male grooming, one of the most talked about trends for the past several years, has taken the beauty and personal care industry by storm. New product introductions, relaunches, aggressive marketing strategies by brands, and, most importantly, the accessibility and ease of purchasing of male grooming products with the click of a button have contributed to the category’s dynamic growth.

Once considered generally as part of the luxury segment, male grooming products have migrated to mass, with brands such as Cetaphil launching products like face washes, face cloths, face lotions, soaps, and lotions in 2016. Dove Men + Care, a brand launched in 2010, has become one of the most dominant brands in the industry, making waves across all categories—hair care, deodorants, skin care, and body washes/beauty bars. Similar to Dove’s meaningful True Beauty campaigns launched for its products for women, Dove Men + Care uses its positioning in the market to generate more significant national conversations for men as well.

In 2016, Dove Men + Care uses advertising dollars during the NCAA March Madness to highlight “Bonds of Real Strength.” The advertisement highlighted the bonds between coaches, as the brand found that men value meaningful relationships, yet pop culture downplays the importance of these friendships for men. Jack Black is another notable player benefitting from the collaboration with sports organizations in the NFL, NBA, NHL, MLB, and NCAA, continuing to promote the brand’s products through sports.

Products like anti-aging creams, eye creams, energy-boosting serums, tinted moisturizers, and even masks have taken shelf space for both luxury and mass retailers. As barbershops become a new and exciting trend, as well as a place to visit for grooming, so do new products in hair and beard care, such as putties and pomades promoted by small, niche players targeting male consumers. We will take a deep dive into this growing trend in the imminent Barbershops: Global Market Brief report.

According to Kline’s Beauty Boutique Retailers: Chanel Analysis and Opportunities report, the overall boutique specialty store segment is the fastest growing channel for beauty products in the United States. However, there is only one boutique, The Art of Shaving, mostly focused on selling men’s grooming products. This present a huge opportunity for manufacturers of male grooming products, especially in a category expected to be a mainstay with rising demand from consumers.

To find out more about the dynamic market for male grooming products, please refer to our forthcoming Male Grooming Products: U.S. Market Analysis and Opportunities. Focusing on the size and growth, news-making imports, alternate channel analysis, key new launches, and product trends, this report will provide an in-depth understanding of this hard-to-track market and will help you identify new business opportunities.

Written by Naira Aslanian, Consumer Products Project Manager and Kelly Alexandre, Consumer Products Analyst