Trends and Innovations in

Male Grooming
Jamie Mills
Associate Analyst,
Datamonitor Consumer

Marketing Trends
April 2015
 Agenda

About Datamonitor Consumer

Todays 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

United China Korea
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
 Todays 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 Consumers 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 Consumers global survey 2014; [1] Talking Retail, December 2012
 Visual culture and todays 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 Consumers 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 Consumers 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 Consumers 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 Consumers global survey 2014; Datamonitor Consumers 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 Consumers 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 Consumers 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 Consumers 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 Consumers 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 LOreal 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 Consumers 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 Consumers Product Launch Analytics; Image: Clinique website

 Summary

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 TrendSights: 40 sub-trends that are driving innovation

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 TrendSights: 40 sub-trends that are driving innovation

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 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.
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 Thank you!
Presenter Jamie Mills
jamie.mills@informa.com

Follow me on Twitter: @jamie_consumer