In recent years big business has been taking a closer look at the men’s grooming category. It is finally official the market is $3,5 billion big, a far cry from the niche market it once was. It is by far a very modest figure compared to the women’s market, although it is worth noting here that the men’s category has outstripped the woman’s in terms of growth and profits. There are two significant reasons why the figures are startling, firstly men’s personal care is less saturated and has a lot of potential for growth. The other factor is that males are taking a much more targeted approach than in the past, so say industry heavyweights.
The man of today is more comfortable with grooming and looking good, it was very difficult for guys to ask for a good shampoo, skin products and many hair products were regarded as taboo. Today’s male is confident and intends doing whatever he can to keep looking good. It is more the younger males, the one’s leaving college and getting into their careers that are driving the boom. It seems Men’s personal care is not about vanity; its about achieving. Men want to take care of themselves in order to be successful in life and get what they want, to achieve their place in society.
Even older men are having a rethink on the issue of looking good, sale of hair dye have also seen a rising increase as men turn to the bottle to ease the gray away. They say once you dye you always dye. It is the changing attitude on both sides of the age scale that is helping the whole segment along in huge way. At present in several laboratories across the U.S and Europe as well as Japan there are loads of new products being developed that are using the latest R&D to come out of breakthroughs like the mapping of the genes and other major discoveries. These advancements are helping men with frustrating issues like pre-mature graying, male pattern balding and other male issues. It almost seems if we so close to figuring out the fountain of youth, only when we do figure it all out it will be sold by the bottle, RETAIL….
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It's a mans world - 03/01/2002