Men’s grooming awash with innovative launches

Antoinette Alexander

For those personal care manufacturers looking to appeal to men, the potential “is staggering,” thanks in part to the ongoing rise of middle-class sectors and marketers’ more sophisticated appeals to men, according to a recent report on men’s grooming.

Packaged Facts’ report, “Men’s Grooming Products: A Global Analysis,” stated that male-specific body wash, deodorant, hair gel, shaving cream, razors, moisturizers, etc., constitute one of those markets that now outpaces the overall beauty/grooming retail markets in many countries of the world, despite the wobbly economy. Valued at $19.7 billion worldwide in 2009, male-specific products are expected to mushroom to $28 billion by 2014.

New to retail shelves, and highlighted in ads during this year’s Super Bowl, is the new Dove Men+Care product line from Unilever, which marks the brand’s first-ever product line created just for him. The collection, available as of December 2009, includes body and face wash, body and face bar, and a shower tool.

Procter & Gamble Beauty’s Head & Shoulders brand also is stepping into the men’s segment with the launch of its first “for men” series with a new shampoo and 2-in-1 line dubbed Hair Endurance for Men.

Pert Plus, from Innovative Brands, has introduced for 2010 its new Pert Plus for Men Refreshing 3-in-1, which expands on its existing Pert Plus for Men line. Also new from Innovative Brands for 2010 is Sure for Men antiperspirant and deodorant in Outdoor Sport, Mountain Frost and Crisp Breeze fragrances.

On the retailer side, grocer H-E-B has launched a new men’s grooming department that was developed in partnership with P&G and boasts more than 530 products for men. The new Men’s Zone—located within Texas H-E-B stores in Boerne, San Antonio and Shertz—also offers touchscreens so men can get grooming tips and discover new products.

Meanwhile, recently launched its first Web site exclusively catering to the personal care needs of men. features more than 10,000 SKUs of men’s grooming, health, home, fitness, sex and personal care essentials.

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