Shaving, skin care products for him gain buzz
Men’s grooming is one of the fastest-growing segments within beauty, as evidenced by rising sales figures and the recent push by retailers to bolster offerings just for him.
"Today, men’s grooming trends get almost as much Hollywood buzz as women’s hairstyles and red carpet fashion. Whether it is a perfectly manicured mustache, a smooth shave or just a daily grooming ritual, men are tending to themselves more and more," stated Debra Mednick, executive director of The NPD Group’s home business, when announcing that men’s grooming tools were the buzz for holiday 2012.
Today, however, men’s grooming isn’t just about razors and trimmers. A recently released trend report by JWTIntelligence found that 54% of American and British men surveyed said that skin care, such as eye cream and moisturizer, was acceptable. In addition, NPD found that at least 7-out-of-10 men are buying facial skin care products for themselves.
Euromonitor reported that the male grooming category increased its global revenues by an average of 6% per annum since 2006, to reach nearly $33 billion in 2011.
These are impressive numbers that are difficult to ignore, and retailers and manufacturers are taking note — in a big way.
Walgreens announced in late June that Boots’ No7 Men skin care products are now available chainwide at Walgreens and Duane Reade locations.
"No7 Men is an exciting opportunity to meet the expanding needs of our male customers. The daily regimen consists of cleansers, SPF moisturizers and anti-aging solutions. No7 Men is a wonderful addition to our male grooming product portfolio," stated Shannon Curtin, Walgreens’ divisional VP and GMM for beauty, personal care and seasonal.
Earlier this year, Amazon.com launched its new men’s grooming platform. The men’s grooming area features such products as skin care, body care, shave, hair care, oral care, and kits and gifts sets. The site also features a series of "how-to guides."
Meanwhile, manufacturers are stepping up their efforts. Beiersdorf’s Nivea Men recently developed the Silence the Irritation campaign to help educate men on the role that skin care plays in providing a comfortable shave.
Dove Men+Care, a Unilever brand, announced in early February the launch of a new skin care line for men — marking the brand’s first foray into facial care products. The new Dove Men+Care Face Range includes cleansing, shaving, post-shave and facial care products. Unilever also broadened its Axe brand with a new facial range for guys, including face wash, shave gel and post-shave hydrator products.
DIY products boast professional results
The do-it-yourself beauty trend continues to blossom as the at-home beauty devices market enjoyed robust double-digit growth globally during 2012, according research by Kline & Co.
According to Kline’s "Beauty Devices: Global Market Analysis and Opportunities" report, the at-home beauty devices market grew nearly 22% in 2012, with underdeveloped markets and skin care needs, such as anti-aging and cellulite/body toning, yet to be fully addressed. In light of this, Kline stated that the market’s potential is still being realized.
There’s no doubt that beauty devices are reshaping consumer behavior and the skin care market, in general, as cost-conscious shoppers justify the higher price points of such devices by factoring in the money saved on costly skin care products and treatments in the spa or dermatologist office. Convenience and the immediate results they can deliver are additional factors helping to fuel the trend.
"Technology has democratized beauty outcomes, which were previously unaffordable and explains why 70% of women would like to own a new beauty device," stated Diagonal Reports, which recently published its global analysis of the 2013 beauty device market.
Manufacturers continue to leverage the latest technologies to develop new products that promise even greater professional-quality results in an at-home device.
Clarisonic, which is now owned by L’Oréal, recently introduced its Deep Pore Detoxifying Solution. It combines Clarisonic’s two-step solution with its Deep Pore Brush Head and sonic technology to optimize the cleansing of pores. The collection includes the Clarisonic Mia 2 Sonic Skin Cleansing Brush with the Deep Pore Brush Head, Deep Pore Daily Cleanser and Detoxifying Clay Mask, all for $169.
Tria Beauty, a maker of light-based skin care products, has not only inked deals with both Ulta Beauty and Sephora but, more recently, announced the closing of $45.5 million in new equity financing and a new structured debt facility. These funds will be used to launch multiple new laser devices for skin care, including the company’s first device in anti-aging.
VB Beauty, a U.S.-based cosmetic company, unveiled at Cosmoprof North America in July in Las Vegas its new Pulsaderm, which incorporates a proprietary pulsation brush head movement that delivers micro-pulses to the skin. Now priced at $89, Pulsaderm offers users three brush speeds, and is designed to cleanse those "hard to reach" contours around the nose, eyes and mouth without splashing.
Then there’s no!no! Hair. In February, PhotoMedex announced the expansion of in-store availability of its flagship product, no!no! Hair, which is now available at about 950 Bed Bath & Beyond stores nationwide. The no!no! Hair removal system is priced at $249.99 at Bed Bath & Beyond.
Meanwhile Sephora recently expanded its partnership with Home Skinovations’ Silk’n brand and is now carrying the Silk’n Flash&Go Freedom hair removal device in 40 Sephora retail locations, with plans to expand into additional locations this year. The device is priced at $299.
Shades of gray
HENDERSONVILLE, N.C. — GutZgray is encouraging consumers to embrace their graying locks with its new line of hair care products designed to invigorate gray hair.
Positioned as the first hair care line especially formulated for the texture of gray and colored gray hair, GutZgray is a unisex hair care line that utilizes the latest technology in non-embryonic stem cell research to enhance the look and feel of gray hair. Gray hair tends to be coarser than hair that retains natural color, and the line focuses on the texture — not color — of gray hair.
The line, which launched at Cosmoprof North America in July in Las Vegas, was founded by Michael Cohan, a professional stylist who rolled wigs for cancer patients with his grandmother, and Barbara Price, who learned how to care for her gray hair in Cohan’s salon.