Skin care gets manly
Men’s shaving/grooming and deodorants may continue to dominate the male grooming segment, but there’s no doubt that guys are increasingly taking greater notice of skin care products — a trend that is expected to gain greater momentum going forward.
“While the market is still marginally skewed toward men’s shaving — 51% of the total category in 2011 — the landscape is gradually changing, with men’s toiletries predicted to take over in 2013 and contribute double the revenue of men’s shaving in the period between 2012 and 2016. Deodorants still lead toiletries in absolute value terms, with large reliance on Latin America; however, skin care has proven the most dynamic, putting up double-digit growth in five consecutive years and adding an extra $2 billion to the global beauty market since 2006,” stated Irina Barbalova, global head of beauty and personal care research at Euromonitor International, in a recent article on “Men’s Changing Beauty Habits.”
Echoing the sentiment, research firm the NPD Group, which tracks prestige beauty data, released in late August results on the men’s skin care market and found that men’s skin care sales rose 6% year to date (January through July 2012), compared with the year-ago period, generating $45.5 million. NPD also found that at least 7-out-of-10 men are buying skin care products for themselves.
“The growth in men’s skin care sales echoes the strong performance in the overall prestige beauty market,” stated Karen Grant, NPD Group’s VP and senior global industry analyst, in releasing the data. “As seen in many beauty departments, products like facial moisturizers and eye treatments can be found next to the basic bar soap and shaving cream.”
High-performing subsegments, according to NPD, included facial moisturizers (up 7%); eye treatment (up 16%); all other body, such as deodorants, body supplements and body sprays (up 13%); body cleansers (up 16%); and all other face products, such as face supplements and whitening treatments (up 30%).
Meanwhile, manufacturers are taking note of the trend and further bolstering the segment with innovative launches.
For example, Recipe for Men, a Scandinavian skin care line for men, was recently named the “2012 BeautySage Select” by Dr. Mehmet Oz’s YouBeauty at Cosmoprof Las Vegas. It was singled out among more than 20 emerging brands. The men’s collection includes anti-shine moisturizer, oil-removing facial cleanser and scrub, under-eye patches to lighten dark circles and an under-eye gel.
YouBeauty is a website created by Dr. Oz and Dr. Michael Roizen in July 2011 to explore the link between health and beauty.
In addition, Rex Skin Care is promoting its men’s skin care line, which was developed by medical specialists and formulated to battle the effects of sun damage, stress, age and the environment.
The Rex Skin Care line includes a vitamin C moisturizer, matte finish serum and Instant Impact light concealer, which are packaged in cigar tubes, making them portable and convenient. While each can be used separately, the Elite Collection contains all three products in a vintage-inspired cigar box and a handcrafted black-leather-and-cedar-lined cigar case, which is easy to carry in a briefcase, carry-on or gym bag.
“With substantial growth in a number of smaller categories, it seems that men are stepping out of their comfort zone even further to try the latest skin care innovations,” NPD’s Grant added. “Men are purchasing [everything from] toners and clarifiers to brightening specialists and ‘In Sun’ protection products, making it quite an interesting time for men’s grooming products.”
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.
Convenience meets freshness at Spar
PENWORTHAM, England — Sometimes, in looking for new ideas in the retail industry, it helps to take a peek outside the borders of the United States.
Across the Atlantic Ocean, Spar — the United Kingdom’s largest convenience store group — has opened its latest flagship store that it calls “the next generation in convenience retail.” The new store in Penwortham, Lancashire, features standalone shelves near the front entrance with bins and baskets piled high with fresh fruit, vegetables and bread to create what the company calls an “authentic market feel.”
In addition to new products, the store also includes new technologies like free Wi-Fi and mobile phone-charging units.
Overall, the store is designed to have a fresh, modern look in an effort to create a new store type that the company said could be replicated nationwide. Spar, originally founded in the Netherlands in 1932, operates on a franchise model, with more than 2,600 stores in the United Kingdom.
For more photos, click here.
Not Your Mother’s hair care now available at Ricky’s NYC
TAMPA, Fla. — Not Your Mother’s hair care is further expanding its distribution by adding Ricky’s NYC to its retail mix.
The “one-stop supershop for everything beauty,” is playing host to a diverse, cult-like following of clients from hip teenagers and their moms to celebrities and pro hair stylists. As of mid-November, Ricky’s NYC has brought in Not Your Mother’s full line of hair care in all its retail stores as well as its online store.
“We are always working on staying ahead of the trend and offer products that offer that something extra,” stated Bethany Pagliarulo, Not Your Mother’s owner. “Ricky’s NYC is an amazing store and will introduce us to their great customers that might not yet have tried our products. Needless to say, we’re very excited to be part of their product mix.”
The line has experienced significant growth in 2012 adding new products, a new line of travel sizes and several major retailers. There are more than 11,500 retail locations in the United States currently selling Not Your Mother’s. The brand has also expanded internationally with success in Australia and this month in the U.K. (through Urban Outfitters). More international locations are expected to come in 2013.