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Trends and Innovations in Male Grooming

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Trends and Innovations in Male Grooming Trends and Innovations in Male Grooming Jamie Mills Associate Analyst, Datamonitor Consumer Marketing Trends April 2015 Agenda About Datamonitor Consumer Today’s male consumer: What do men want? Top innovation trends in male grooming Summary 2 About Datamonitor Consumer 3 About Datamonitor Consumer Consumer Innovation Market Insight Tracking Assessment Real insight on Uncover new Identify new hot real consumers trends in products spots and packaging in the marketplace 4 Source: Datamonitor Consumer Datamonitor Consumer surveys consumers in 40 countries globally Sweden Russia Netherlands Poland Canada UK Germany France Turkey South China Korea United Spain States Italy UAE Japan Thailand Morocco Mexico Egypt Vietnam Saudi Ghana Arabia Malaysia Philippines Colombia Nigeria Brazil Singapore Indonesia India Pakistan Australia Angola Bangladesh Chile Sri Lanka South Argentina Africa New Zealand 5 Today’s male consumer: What do men want? 6 Shifting the dialogue from male hygiene to man maintenance Men who use the following products at least a few times a week, global Bath/ shower products/ soap Shampoo Deodorants Perfumes/ aftershave Depilatories/ shaving products Body skincare products Facial skincare products Conditioner Suncare products 7 Source: Datamonitor Consumer’s global survey 2014 Shifting the dialogue from male hygiene to man maintenance Men who use the following products at least a few times a week, global Bath/ shower products/ soap “Too many men are just Shampoo stealing their wives or Deodorants partners’ products and using whatever is in the Perfumes/ aftershave bathroom cabinet. Horrifyingly, some men Depilatories/ shaving products are using hand cream – or even nothing – on Body skincare products their faces.” Facial skincare products Conditioner Lauren Brooking, Suncare products Dove Men+ Care Brand Manager, Unilever UK, 20121 8 Source: Datamonitor Consumer’s global survey 2014; [1] Talking Retail, December 2012 Visual culture and today’s “new” man Metrosexual Spornosexual Lumbersexual A form of “hyper-metrosexuality” The “antithesis” of spornosexuality Emphasis on male sexuality and an Emphasis and embracement of appearance inspired by sportsmen masculine traits and appearing “rugged” 9 Males have increasingly complex appearance-related concerns Top 20 appearance-related issues male consumers are very/extremely concerned about Bad body odor/ Dark circles under eyes excessive sweating Dandruff/ itchy scalp Sun damage Baldness/ hair loss Sunburn Feeling old Oily skin Looking old Shaving rash Dry/ sore/ tired/ irritated Dark spots/ pigmentation/ eyes uneven skin tone Muscle tone Maintaining skin firmness/ elasticity Dry/ flaky skin Spots/ pimples/ blackheads Thinning hair Eye wrinkles Bags under eyes Chapped lips 10 Source: Datamonitor Consumer’s global survey 2014 Males have increasingly complex appearance-related concerns Top 20 appearance-related issues male consumers are very/extremely concerned about Bad body odor/ Dark circles under eyes excessive sweating Dandruff/ itchy scalp Sun damage Baldness/ hair loss Sunburn Feeling old Oily skin Looking old Shaving rash Dry/ sore/ tired/ irritated Dark spots/ pigmentation/ eyes uneven skin tone Muscle tone Maintaining skin firmness/ elasticity Dry/ flaky skin Spots/ pimples/ blackheads Thinning hair Eye wrinkles Bags under eyes Chapped lips 11 Source: Datamonitor Consumer’s global survey 2014 Males have increasingly complex appearance-related concerns Top 20 appearance-related issues male consumers are very/extremely concerned about Bad body odor/ Dark circles under eyes excessive sweating Dandruff/ itchy scalp Sun damage Baldness/ hair loss Sunburn Feeling old Oily skin Looking old Shaving rash Dry/ sore/ tired/ irritated Dark spots/ pigmentation/ eyes uneven skin tone Muscle tone Maintaining skin firmness/ elasticity Dry/ flaky skin Spots/ pimples/ blackheads Thinning hair Eye wrinkles Bags under eyes Chapped lips 12 Source: Datamonitor Consumer’s global survey 2014 Attitudes towards appearance and grooming vary by region Men who agree they are interested in Men who believe their looks and appearance purchasing products to enhance their to be important or very important appearance North America Europe 40% 51% 41% 50% Asia Middle East & Africa 50% 54% 51% 57% Latin America 61% 62% Australasia 52% 32% 37% 46% 13 Source: Datamonitor Consumer’s global survey 2014; Datamonitor Consumer’s global survey 2013 Top innovation trends in male grooming 14 Three key innovation trends in male grooming Beyond Male Tailored Shaving Cosmetics Solutions 15 Three key innovation trends in male grooming Beyond Male Tailored Shaving Cosmetics Solutions 16 #1: Beyond shaving: beard maintenance Creating targeted Beard hygiene Beard care beard “systems” Billy Jealousy Tom Ford Vichy Homme Idealizer 3 Beard Wash Conditioning Beard Oil Day Beard and + “Cleans, softens and “Conditions, softens, and “Provide skin with long lasting detangles the gnarliest of nourishes the beard.” hydration and coating for a beards” more supple and well- groomed beard.” 17 Source: Datamonitor Consumer’s Product Launch Analytics #1: Beyond shaving: facial hair as a fashion accessory Targeted stylants “Groomers” vs. shavers The Hairgum Barber Shop Moustache Remington Vacuum Beard & Grooming Wax Kit Designed to shape moustaches and For “style conscious men who want to trim recreate “hair” styles the length and define the shape of their beard”. 18 Source: Datamonitor Consumer’s Product Launch Analytics; –Image: Remington website Three key innovation trends in male grooming Beyond Male Tailored Shaving Cosmetics Solutions 19 #2: Male cosmetics: functional face make-up All over facial coverage Concealing blemishes IOPE Men Air Cushion Broad Tom Ford Concealer Spectrum SPF50+ “Tom Ford For Men Concealer is a “An air cushion sunscreen for men practical, simple tool.” that provides natural coverage.” 20 Source: Datamonitor Consumer’s Product Launch Analytics #2: Male cosmetics: the challenge for color cosmetics “Male” polish Functional lip “make-up” Evolution Man Pavement Nail Paint Garnier Men The Ultimate “Hit the Pavement running with this Protective Lip Balm polished, concrete looking nail paint.” Protects lips from dryness and increases cell turnover to help repair lips 21 Source: Datamonitor Consumer’s Product Launch Analytics – Image: Evolution Man website Three key innovation trends in male grooming Beyond Male Tailored Shaving Cosmetics Solutions 22 #3: Tailored solutions: efficacy driven consumers Professional Active ingredients Performance claims endorsement Mentholatum Power Up Dove Men+Care Expert L’Oreal Men Expert Vita Lift Power Tank Face Cream Shave Range Anti-Age Force Moisturizing Formulated with a “DERM-3 “Clinically proven to better Gel-Serum complex” featuring hyaluronic hydrate skin, help protect it Claims to act “instantly for acid, coenzyme Q10, and during shaving and provide an visible results the 1st minute it wheat seed extract. incredibly smooth glide for the is applied”, hydrates skin for razor.” 24 hours, and is quickly absorbed. 23 Source: Datamonitor Consumer’s Product Launch Analytics; – Image: Dove Men+Care website #3: Tailored solutions: “manly” products Simple, targeted packaging Masculine claims Clinique for Men Biotherm Homme Total Recharge CC Oil Control Exfoliating Tonic Gel Instant Healthy Look “Helps control oil buildup to maintain “Vitamin C and ginseng revitalise and clearer skin. De-flakes skin's surface.” recharge your skin.” 24 Source: Datamonitor Consumer’s Product Launch Analytics; –Image: Clinique website Summary 25 TrendSights: 40 sub-trends that are driving innovation 26 TrendSights: 40 sub-trends that are driving innovation 27 Summary: male grooming innovation trends and opportunities Grooming is as important Face make-up represents Men are extremely for men with facial hair a high potential area for results driven and as it is for those without. growth due to overlaps brands need to ensure with functional skincare they enhance product Facial hair is an efficacy credentials. expression of masculinity Purely color focussed and individuality cosmetics are unlikely to Opportunities exist in succeed currently due to repositioning and Different styles and social barriers, but reformulating products lengths of facial hair opportunities exist for targeted at women in create opportunities for functional expansion e.g. conjunction with targeted grooming lip balm “manly” marketing and products. packaging. 28 Thank you! Presenter – Jamie Mills [email protected] Follow me on Twitter: @jamie_consumer.
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