The grooming business is no longer an exception on male practices but a way of life on the other. There will be targeted products by brands with ingredients suited to male skin, packages and advertising made to suit male skin.
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Market Drivers
- Increasing Male Awareness About Skincare
Men have increasingly become aware of the importance of having healthy skin, in particular, as the exposure to pollution, UV damages and urban stress factors have increased. As increasingly skincare is becoming part of the male routine, brands are to act by providing male specific products that target oiliness, acne and post shaving sensitivity.
- Rise of Premium & Specialized Grooming Products
The grooming stores and corner of skin stores and men are developing a specific retail environment. Through a carefully selected selection of items, face-to-face advice and product experiences, these specialty shops make men more confident to venture into grooming categories.
Product Type Segment Analysis: Skincare
One of the most developing categories with males grooming is skincare. The category comprises moisturisers, facial washes, anti-aging products, sun care and under-eye treatments. Raising the issue of skin care, pollution and a need to look youthful are all playing a role in making men embrace the use of daily skin care products.
Male specific products that treat oil control, bigger pore skin and sensitive skin when shaving are also very popular. Moreover, in the case of male consumers of millennial and Gen Z generations, minimalist skincare regimens, such as cleanse-tone-moisturize, are currently enjoying increasing popularity.
Distribution Channel Segment Analysis: Specialty Stores
In the market of men grooming products, specialty outlets are important due to their approach to a special offer and professional advice and consultations. Such retail outlets are men grooming boutiques, skincare stores, cosmetic retail shops with both men grooming brands, as well as newcomer brands.
Specialty shops enable the brand to engage with the audience more regarding in-store demonstrations and tester areas. They facilitate development of consumer confidence through provision of customized products and grooming educated staff. Specialty stores are still very much relevant in spite of online sales even though specialty stores offer exclusive service.
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Regional Analysis: North America and Europe
North America shows steady growth as the top region in this market , there is increased interest in skincare and grooming practices by men in North America, especially in the cities. The characteristics of U.S. and Canadian markets are a high level of brand presence, marketing by influencers and demands of premium products. Cruelty Free, dermatologist tested and natural formulas are in trend.
Europe is an adult grooming market with healthy growth in skin care, and specialist grooming shops. Global players in this kind of business include countries such as the UK, Germany and France and with male grooming being brought to the fore by means of fashion, media and wellness design. Particularly common is the beard care and high-quality skin products.
Competitive Landscape And Industry Players
The market is also characterized by a combination of household name-brand personal care and recent male-focused startups. Several of the brands are coming up with men only product line, or adding it to their existing one with gender-specific formulations. Key trends in the competitive environment can be seen as premiumization, sustainability and convenience.Key Players:
- L’Oréal (Men Expert)
- Beiersdorf AG (Nivea Men)
- Unilever (Dove Men+Care, Axe)
- Procter & Gamble (Gillette, Old Spice)
- Bulldog Skincare for Men
- The Man Company
- Philips Norelco (for grooming tools)
- Kiehl’s
- Brickell Men’s Products
- Bombay Shaving Company
The brand strategies involve the direct-to-consumer, (DTC), the usage of influencers, or innovative packaging (i.e. travel kits, combo sets). The market share is also being attracted by startups that specialize in organic, vegan, and Ayurvedic grooming products.
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