Beautyworld Middle East takes a look at how progressive marketing campaigns are helping to evolve the men’s grooming industry.
According to research from Euromonitor International, men in the Middle East spent USD 662 million (mn) on grooming products in 2015 alone. They estimate that this will grow by 25 per cent to reach USD 829 mn in 2019. This growth was also reflected at this year’s edition of Beautyworld Middle East with a notable number of exhibitors introducing male-specific products to their portfolios.
The wider region’s largest international trade exhibition for beauty products, hair, fragrances and wellbeing now also features ‘Battle of the Barbers’ as one of its event extensions. The competition is a quest to find the region’s best barber while also showcasing a range of the latest men’s grooming products, particularly in terms of shaving gear, skincare and haircare products.
Changing market dynamics
The male grooming category has recently enjoyed time in the spotlight thanks to progressive brands such as Dollar Shave Club and Lynx, both known for having disrupted traditional norms and for challenging stereotypes. These brands have shaken up the men’s grooming industry as they make concerted efforts to target the discerning male consumer – a sophisticated gentleman who values appearance, seeks out beneficial beauty products and ingredients and is more engaged and educated than ever before.
While Procter & Gamble remain the market leader in men’s grooming with a circa 28 per cent market share, insights from Beautyworld Middle East’s research provider Euromonitor International show that sales in its leading men’s shaving brand Gillette have slowed. Popular brand Old Spice has also experienced a slow down with a six per cent current value decline. These sales trends are attributed to increased availability of niche brands and more sophisticated challenges from competitive mainstream brands as well as the influx of online retailers to the table.
Progressive marketing campaigns
In 2016, David Beckham became French luxury skincare brand Biotherm Homme’s global ambassador promoting their Aquapower moisturiser. Together, they have developed men’s grooming line, marking the first time such a leading influential male has developed a skin care range. Also in 2016 Lynx launched a new range of male grooming products with one of its biggest global campaigns ever where it promoted a “radical and progressive view on masculinity”. The progressive “Find Your Magic” campaign featured men of all shapes, sizes and sexualities encouraging consumers to embrace their individuality.
As social norms evolve and the genderless topic gains traction new opportunities such as cross selling exist in the male grooming category. As reported recently in the Financial Times, “large consumer goods companies...see diversity as an increasingly powerful market. This market includes men using traditionally female cosmetics or a growing array of new products aimed at men.”
With more of these progressive campaigns, the use of celebrity influencers and increased attention on the genderless topic, the male grooming category is set to evolve. Sign up to the Beautyworld Middle East blog to keep abreast of these and other trends in the global beauty and personal care industry.
According to research from Euromonitor International, men in the Middle East spent USD 662 million (mn) on grooming products in 2015 alone. They estimate that this will grow by 25 per cent to reach USD 829 mn in 2019. This growth was also reflected at this year’s edition of Beautyworld Middle East with a notable number of exhibitors introducing male-specific products to their portfolios.
The wider region’s largest international trade exhibition for beauty products, hair, fragrances and wellbeing now also features ‘Battle of the Barbers’ as one of its event extensions. The competition is a quest to find the region’s best barber while also showcasing a range of the latest men’s grooming products, particularly in terms of shaving gear, skincare and haircare products.
Changing market dynamics
The male grooming category has recently enjoyed time in the spotlight thanks to progressive brands such as Dollar Shave Club and Lynx, both known for having disrupted traditional norms and for challenging stereotypes. These brands have shaken up the men’s grooming industry as they make concerted efforts to target the discerning male consumer – a sophisticated gentleman who values appearance, seeks out beneficial beauty products and ingredients and is more engaged and educated than ever before.
While Procter & Gamble remain the market leader in men’s grooming with a circa 28 per cent market share, insights from Beautyworld Middle East’s research provider Euromonitor International show that sales in its leading men’s shaving brand Gillette have slowed. Popular brand Old Spice has also experienced a slow down with a six per cent current value decline. These sales trends are attributed to increased availability of niche brands and more sophisticated challenges from competitive mainstream brands as well as the influx of online retailers to the table.
Progressive marketing campaigns
In 2016, David Beckham became French luxury skincare brand Biotherm Homme’s global ambassador promoting their Aquapower moisturiser. Together, they have developed men’s grooming line, marking the first time such a leading influential male has developed a skin care range. Also in 2016 Lynx launched a new range of male grooming products with one of its biggest global campaigns ever where it promoted a “radical and progressive view on masculinity”. The progressive “Find Your Magic” campaign featured men of all shapes, sizes and sexualities encouraging consumers to embrace their individuality.
As social norms evolve and the genderless topic gains traction new opportunities such as cross selling exist in the male grooming category. As reported recently in the Financial Times, “large consumer goods companies...see diversity as an increasingly powerful market. This market includes men using traditionally female cosmetics or a growing array of new products aimed at men.”
With more of these progressive campaigns, the use of celebrity influencers and increased attention on the genderless topic, the male grooming category is set to evolve. Sign up to the Beautyworld Middle East blog to keep abreast of these and other trends in the global beauty and personal care industry.
le since we touched on men’s grooming here at Beautyworld Middle East – a hot topic for many years, but one that was becoming tired and evidently needed a shake up. An evolving market landscape and a recent slew of more progressive marketing campaigns that are pushing boundaries and challenging stereotypes have helped to bring about that very shake up the industry needed.
With influential male celebrities joining the industry, new brands disrupting traditional norms and an influx of niche brands targeting the sophisticated male consumer, the male grooming category is set for a period of exciting change. Beautyworld Middle East takes a look at some of the factors bringing about this change in market landscape.