Men watch wallets with at-home products
The men’s grooming segment continues to be on the upswing as men continue to buy products that meet their grooming needs and increasingly turn to at-home solutions to help stretch their dollars.
“Overall, men have adopted a wide range of money-saving rituals and shopping strategies in much greater numbers than the traditional stereotype of the male shopper would indicate,” stated John McIndoe, SVP marketing for SymphonyIRI Group, when releasing earlier this year its study on male shopper insights. “In fact, in many regards, men shop similarly to women. That said, as with any consumer segment, it is the knowledge of nuanced differences that separates the wheat from the chaff. [Consumer packaged goods] marketers must evaluate the rituals, attitudes and behaviors of male shoppers very closely and understand how these factors impact each aspect of the decision and purchase process for their own categories and brands.”
SymphonyIRI’s male shopper study — dubbed “Men are From Mars, Women are From Venus … Or Maybe Not?” — found that 19% of men are using at-home beauty treatments.
This trend appears to be playing out in the grooming/shaving scissors category as sales rose nearly 12% during the 52 weeks ended Oct. 2 at food, drug and mass (excluding Walmart), according to SymphonyIRI.
The article above is part of the DSN Category Review Series. For the complete Men’s Grooming Buy-In Report, including extensive charts, data and more analysis, click here.
Hamacher names new director of sales
WAUKESHA, Wis. — Hamacher Resource Group on Friday named George Lisenbe as the marketing and research firm’s new director of sales.
Lisenbe most recently served as VP sales for an information solutions and risk management company, where he was able to drive growth in recent years while the industry remained flat. Prior to that, he founded and was the managing director at an international sales training firm that counted several Fortune 1000 companies as clients. He and his team analyzed client companies’ go-to-market messaging, assessed the sales staff’s skills, and developed customized training. Lisenbe began his career in the grocery business and eventually moved to a consumer packaged goods company where he ascended to a management role.
“George’s varied sales experience and business development knowledge make him a strong addition to the leadership team," HRG president Dawn Vogelsang said. "We’re excited about the fresh perspective he brings and look forward to him sharing his ideas as we continue to expand our offerings to best serve our clients in the coming years."
Pacific World merges with beauty implements supplier W.E. Bassett Co.
LAKE FOREST, Calif. — Pacific World, a manufacturer of nail and beauty care products, has merged with W.E. Bassett Co., a supplier of beauty implements, creating the fifth-largest cosmetics company and second-largest nail care company by sales in food, drug and mass retailers nationwide.
“The transaction with [the] W.E. Bassett Co. represents a merger of two strong global cosmetic accessory companies,” stated Joe Fracassi, president and CEO of Pacific World. “Pacific World has further solidified its leading portfolio of nail care solutions to enhance the shopping experience and provide a one-stop shop for consumers through the Fing’rs, Nailene and Trim brands.”
The nail care category grew 16.1% between 2010 and 2011, according to Pacific World, and the current economic climate has shifted consumer focus to at-home retail products rather than salon treatments. In light of this, the product portfolios of both companies are well-positioned to capitalize on the trend of at-home nail care indulgences, including the 2012 launch of SensatioNail, one of the first at-home gel manicure systems on the market.
“Utilizing Pacific World’s strengths and position in the industry, our brands now have the opportunity to grow more rapidly by ultimately reaching more consumers,” added Craig Finney, president of W.E. Bassett Co. “We are excited to see two companies come together to create an unmatched nail care leader and better serve retailers for category growth.”
The company is expecting to continue its growth through both organic efforts and strategic acquisitions.
The merger with W.E. Bassett Co. completes a series of four acquisitions/mergers aimed to broaden Pacific World’s global scope. In June, Pacific World acquired Fing’rs Europe, an artificial nails brand, and now owns and distributes the Fing’rs brand globally after having acquired Fing’rs U.S. in 2005. The acquisition of Woodward Laboratories in 2010 broadened the company’s reach and opened the door to the niche market of specialty foot care products.
Levine Leichtman Capital Partners IV, a $1.1 billion private equity fund, funded the investments in Pacific World and W.E. Bassett Co. Levine Leichtman Capital Partners is a Los Angeles-based investment firm that manages approximately $5 billion of institutional investment capital through private equity partnerships.