PHILADELPHIA — The men’s grooming market is poised for further growth as more than 9-out-of-10 men are using some sort of grooming product today, according to a recent report by the NPD Group. Looking to further tap into the growing segment, Macy’s in downtown Philadelphia has opened a “men’s grooming zone” on its beauty selling floor. The space — which carries high-end grooming brands for men, such as Lab Series Skincare for Men, Shiseido Men and Jack Black — is an ideal “man cave” complete with a flat-screen TV, free wireless Internet and a Keurig coffee maker.
It is “almost a men’s skin care man cave,” Muriel Gonzalez, EVP cosmetics, fragrances and shoes, told the Wall Street Journal. A similar space opened in the Macy’s in San Francisco in June. According to NPD, the men’s facial skin care market has grown 11% in dollar sales in 2011 compared with 2010.