Trends and Innovations in

Male Grooming
Jamie Mills
Associate Analyst,
Datamonitor Consumer

Marketing Trends
April 2015

Agenda

About Datamonitor Consumer

Todays male consumer: What do men want?

Top innovation trends in male grooming

Summary

About Datamonitor
Consumer

About Datamonitor Consumer

Consumer
Insight

Innovation
Tracking

Market
Assessment

Real insight on
real consumers

Uncover new
trends in products
and packaging

Identify new hot

spots
in the marketplace

Source: Datamonitor Consumer

Datamonitor Consumer surveys consumers in 40

countries globally
Sweden

Russia

Netherlands
Poland
Canada
UK

Germany
Turkey

France
United
States

Spain

Italy

China

South
Korea

UAE
Thailand

Morocco

Egypt

Mexico

Vietnam

Saudi
Arabia

Ghana

Japan

Malaysia

Philippines

Colombia
Brazil

Nigeria

Singapore Indonesia

Angola
Chile

Argentina

South
Africa

India
Pakistan
Bangladesh
Sri Lanka

Australia

New
Zealand

Todays male
consumer: What do
men want?

Shifting the dialogue from male hygiene to man

maintenance
Men who use the following products at least a few times a week, global
Bath/ shower products/
soap
Shampoo
Deodorants

Perfumes/ aftershave
Depilatories/ shaving
products
Body skincare products

Facial skincare products

Conditioner
Suncare products

Source: Datamonitor Consumers global survey 2014

Shifting the dialogue from male hygiene to man

maintenance
Men who use the following products at least a few times a week, global
Bath/ shower products/
soap
Shampoo
Deodorants

Perfumes/ aftershave
Depilatories/ shaving
products
Body skincare products

Too many men are just

stealing their wives or
partners products and
using whatever is in the
bathroom cabinet.
Horrifyingly, some men
are using hand cream
or even nothing on
their faces.

Facial skincare products

Conditioner
Suncare products

Source: Datamonitor Consumers global survey 2014; [1] Talking Retail, December 2012

Lauren Brooking,
Dove Men+ Care Brand Manager,
Unilever UK, 20121

Visual culture and todays new man

Metrosexual

Spornosexual

Lumbersexual

A form of hyper-metrosexuality

The antithesis of spornosexuality

Emphasis on male sexuality and an

appearance inspired by sportsmen

Emphasis and embracement of

masculine traits and appearing
rugged

Males have increasingly complex appearance-related

concerns
Top 20 appearance-related issues male consumers are very/extremely
concerned about
Bad body odor/
excessive sweating

Dark circles under eyes

Dandruff/ itchy scalp

Sun damage

Baldness/ hair loss

Sunburn

Feeling old

Oily skin

Looking old

Shaving rash

Dry/ sore/ tired/ irritated

eyes

Dark spots/ pigmentation/

uneven skin tone
Maintaining skin
firmness/ elasticity

Muscle tone
Dry/ flaky skin

10

Spots/ pimples/ blackheads

Thinning hair

Eye wrinkles

Bags under eyes

Chapped lips

Source: Datamonitor Consumers global survey 2014

Males have increasingly complex appearance-related

concerns
Top 20 appearance-related issues male consumers are very/extremely
concerned about
Bad body odor/
excessive sweating

Dark circles under eyes

Dandruff/ itchy scalp

Sun damage

Baldness/ hair loss

Sunburn

Feeling old

Oily skin

Looking old

Shaving rash

Dry/ sore/ tired/ irritated

eyes

Dark spots/ pigmentation/

uneven skin tone
Maintaining skin
firmness/ elasticity

Muscle tone
Dry/ flaky skin

11

Spots/ pimples/ blackheads

Thinning hair

Eye wrinkles

Bags under eyes

Chapped lips

Source: Datamonitor Consumers global survey 2014

Males have increasingly complex appearance-related

concerns
Top 20 appearance-related issues male consumers are very/extremely
concerned about
Bad body odor/
excessive sweating

Dark circles under eyes

Dandruff/ itchy scalp

Sun damage

Baldness/ hair loss

Sunburn

Feeling old

Oily skin

Looking old

Shaving rash

Dry/ sore/ tired/ irritated

eyes

Dark spots/ pigmentation/

uneven skin tone
Maintaining skin
firmness/ elasticity

Muscle tone
Dry/ flaky skin

12

Spots/ pimples/ blackheads

Thinning hair

Eye wrinkles

Bags under eyes

Chapped lips

Source: Datamonitor Consumers global survey 2014

Attitudes towards appearance and grooming vary by

region
Men who agree they are interested in
purchasing products to enhance their
appearance

Men who believe their looks and appearance

to be important or very important

Europe

North America

40%

51%

41%

50%
Asia

Middle East & Africa

51%

50%

54%

57%

Latin America

61%

62%

52%
46%
13

Source: Datamonitor Consumers global survey 2014; Datamonitor Consumers global survey 2013

Australasia

32%

37%

Top innovation trends

in male grooming

14

Three key innovation trends in male grooming

Beyond
Shaving

15

Male
Cosmetics

Tailored
Solutions

Three key innovation trends in male grooming

Beyond
Shaving

16

Male
Cosmetics

Tailored
Solutions

#1: Beyond shaving: beard maintenance

Beard hygiene

Billy Jealousy
Beard Wash
Cleans, softens and
detangles the gnarliest of
beards
17

Source: Datamonitor Consumers Product Launch Analytics

Beard care

Tom Ford
Conditioning Beard Oil
Conditions, softens, and
nourishes the beard.

Creating targeted
beard systems

Vichy Homme Idealizer 3

Day Beard and +
Provide skin with long lasting
hydration and coating for a
more supple and wellgroomed beard.

#1: Beyond shaving: facial hair as a fashion accessory

18

Targeted stylants

Groomers vs. shavers

The Hairgum Barber Shop Moustache

Wax
Designed to shape moustaches and
recreate hair styles

Remington Vacuum Beard & Grooming

Kit
For style conscious men who want to trim
the length and define the shape of their
beard.

Source: Datamonitor Consumers Product Launch Analytics; Image: Remington website

Three key innovation trends in male grooming

Beyond
Shaving

19

Male
Cosmetics

Tailored
Solutions

#2: Male cosmetics: functional face make-up

20

All over facial coverage

Concealing blemishes

IOPE Men Air Cushion Broad

Spectrum SPF50+
An air cushion sunscreen for men
that provides natural coverage.

Tom Ford Concealer

Tom Ford For Men Concealer is a
practical, simple tool.

Source: Datamonitor Consumers Product Launch Analytics

#2: Male cosmetics: the challenge for color cosmetics

21

Male polish

Functional lip
make-up

Evolution Man Pavement Nail Paint

Hit the Pavement running with this
polished, concrete looking nail paint.

Garnier Men The Ultimate

Protective Lip Balm
Protects lips from dryness and
increases cell turnover to help repair
lips

Source: Datamonitor Consumers Product Launch Analytics Image: Evolution Man website

Three key innovation trends in male grooming

Beyond
Shaving

22

Male
Cosmetics

Tailored
Solutions

#3: Tailored solutions: efficacy driven consumers

Active ingredients

Mentholatum Power Up
Power Tank Face Cream
Formulated with a DERM-3
complex featuring hyaluronic
acid, coenzyme Q10, and
wheat seed extract.
23

Professional
endorsement

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.

Source: Datamonitor Consumers Product Launch Analytics; Image: Dove Men+Care website

Performance claims

LOreal Men Expert Vita Lift

Anti-Age Force Moisturizing
Gel-Serum
Claims to act instantly for
visible results the 1st minute it
is applied, hydrates skin for
24 hours, and is quickly
absorbed.

#3: Tailored solutions: manly products

24

Simple, targeted packaging

Masculine claims

Clinique for Men

Oil Control Exfoliating Tonic
Helps control oil buildup to maintain
clearer skin. De-flakes skin's surface.

Biotherm Homme Total Recharge CC

Gel Instant Healthy Look
Vitamin C and ginseng revitalise and
recharge your skin.

Source: Datamonitor Consumers Product Launch Analytics; Image: Clinique website

Summary

25

TrendSights: 40 sub-trends that are driving innovation

26

TrendSights: 40 sub-trends that are driving innovation

27

Summary: male grooming innovation trends and

opportunities

Grooming is as important
for men with facial hair
as 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.
28

Face make-up represents

a high potential area for
growth due to overlaps
with functional skincare
Purely color focussed
cosmetics are unlikely to
succeed currently due to
social barriers, but
opportunities exist for
functional expansion e.g.
lip balm

Men are extremely

results driven and
brands need to ensure
they enhance product
efficacy credentials.

Opportunities exist in
repositioning and
reformulating products
targeted at women in
conjunction with
manly marketing and
packaging.

Thank you!
Presenter Jamie Mills
jamie.mills@informa.com
Follow me on Twitter: @jamie_consumer