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]
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