Professional Documents
Culture Documents
Male Grooming
Jamie Mills
Associate Analyst,
Datamonitor Consumer
Marketing Trends
April 2015
Agenda
Summary
2
About Datamonitor
Consumer
3
About Datamonitor Consumer
Sweden
Russia
Netherlands
Poland
Canada
UK Germany
5
Todays male
consumer: What do
men want?
6
Shifting the dialogue from male hygiene to man
maintenance
Men who use the following products at least a few times a week, global
Shampoo
Deodorants
Perfumes/ aftershave
Depilatories/ shaving
products
Conditioner
Suncare products
Conditioner
Lauren Brooking,
Suncare products Dove Men+ Care Brand Manager,
Unilever UK, 20121
8 Source: Datamonitor Consumers global survey 2014; [1] Talking Retail, December 2012
Visual culture and todays new man
Metrosexual
Spornosexual Lumbersexual
A form of hyper-metrosexuality The antithesis of spornosexuality
9
Males have increasingly complex appearance-related
concerns
Top 20 appearance-related issues male consumers are very/extremely
concerned about
Bad body odor/
Dark circles under eyes
excessive sweating
Dandruff/ itchy scalp Sun damage
46%
13 Source: Datamonitor Consumers global survey 2014; Datamonitor Consumers global survey 2013
Top innovation trends
in male grooming
14
Three key innovation trends in male grooming
15
Three key innovation trends in male grooming
16
#1: Beyond shaving: beard maintenance
Creating targeted
Beard hygiene Beard care
beard systems
The Hairgum Barber Shop Moustache Remington Vacuum Beard & Grooming
Wax Kit
Designed to shape moustaches and For style conscious men who want to trim
recreate hair styles the length and define the shape of their
beard.
18 Source: Datamonitor Consumers Product Launch Analytics; Image: Remington website
Three key innovation trends in male grooming
19
#2: Male cosmetics: functional face make-up
22
#3: Tailored solutions: efficacy driven consumers
Professional
Active ingredients Performance claims
endorsement
Mentholatum Power Up Dove Men+Care Expert LOreal Men Expert Vita Lift
Power Tank Face Cream Shave Range Anti-Age Force Moisturizing
Formulated with a DERM-3 Clinically proven to better Gel-Serum
complex featuring hyaluronic hydrate skin, help protect it Claims to act instantly for
acid, coenzyme Q10, and during shaving and provide an visible results the 1st minute it
wheat seed extract. incredibly smooth glide for the is applied, hydrates skin for
razor. 24 hours, and is quickly
absorbed.
23 Source: Datamonitor Consumers Product Launch Analytics; Image: Dove Men+Care website
#3: Tailored solutions: manly products
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