• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    In Full Bloom

    All Inclusive

    Make It Yours

    The Making of a Beauty Entrepreneur

    A Stellar Lineup of Speakers Is Set For Happi’s Anti-Aging Conference
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    SkinGenie Takes Top Awards in J&J Competition

    Plant 'SWAP' at L'Oréal's North Little Rock (Video)

    Rutgers Student Wins CIBS Marco Golding Scholarship

    Register for Happi's Anti-Aging Conference

    Acme-Hardesty Adds Dres-Hajeski To Team
    International Top 30 Report
    Top 50 Report
    Top Companies
    34. Prestige Brands

    45. Dermalogica

    37. Phoenix Brands

    2. Colgate-Palmolive

    The Top 50 Report: Our Annual Summer Blockbuster
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    Register for Happi's Anti-Aging Conference

    ACI Meets the Chemists of Tomorrow...Today

    LAPD Seizes Contaminated, Counterfeit Cosmetics

    Silab Celebrates 10 Years in China

    A Gentle Approach to Acne
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    SkinGenie Takes Top Awards in J&J Competition

    Plant 'SWAP' at L'Oréal's North Little Rock (Video)

    Rutgers Student Wins CIBS Marco Golding Scholarship

    Register for Happi's Anti-Aging Conference

    M·A·C Cosmetics Adds SVP-Consumer Marketing
    Lab Equipment
    Mixing
    Packaging
    Testing

    Overnight Labels Unveils Updated Website

    Eliminating the Idea of 'Waste'

    Hallu Puts New Spin on Bath Bomb

    A Pure Pair of Pampers?

    Cosmetic Must-Haves from Qosmedix
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    Corporate Capabilities
    International Buyers Guide Companies
    Tropical Enterprises International, Inc.

    Vertellus

    BASF Corporation

    Sun Chemical

    JP Packaging LLC
    Brand Building Seminar
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
      • Corporate Capabilities
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • Videos
    • Podcasts
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Anti-Aging Conference
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Eurotrends

    When It Comes to Grooming…It’s Time to Man Up!

    Katie Middleweek, European Cosmetic Markets Tel: (44) 020 7193 686203.13.13
    It has been a very mixed year for the male grooming market across the Big 5. As with most other cosmetics sectors in the past year, male grooming sales have been uneven. On the whole, the segment is growing, but that is not to say that male customers have not been affected by the credit crunch, which Europe is only now making some strides to move beyond.

    Male grooming figures take in a variety of areas—skin care, fragrance, hair care and more utilitarian products such as deodorants, for example. It is difficult to generalize in such a broad market but one attitude might be that male grooming needs to “man up,” as it were, to ensure that its future looks more certain and that future figures seem more favorable. It has taken men years to properly move out from the shadow of their wives and girlfriends when it comes to using beauty products and it would be a shame to see all this effort fall by the wayside.

    Falling Flat

    In France, figures from SymphonyIRI France have shown that male grooming fell 0.2% in the past year in value terms with volume figures slumping by a more worrying 1.8%. The male grooming market in France is now worth $1.2 billion, while volume sales came in at just over 195 million units.

    In terms of new product development, local brand ClarinsMen developed Nettoyant Exfoliant, an exfoliating cleanser. According to the company, regular exfoliating is essential in order to deep clean men’s skin, which produces more sebum and renews itself more slowly than women’s skin.


    Men’s skin care sales surged more than 11% in Germany.
    Meanwhile, Lab Series (Estée Lauder) focused on the recent BB Cream phenomenon to inspire its last launch, a 10-in-1 formula that is designed to visibly improve the tone and texture of skin, while adding benefits such as hydration, SPF protection and oil control.

    Natural products have always been popular with French men and the past year was no exception. Organic aromatherapy brand Florame launched a comprehensive men’s range based on organic essential oils. Focusing on a complex of cedar and organic argan for its toning, regenerative and protective properties, the line encompasses skin care, body care and EDT products.

    These include an aluminum-free deodorant spray with essential oils of tea tree and palmarosa, a moisturizer enriched with organic argan, organic aloe vera and organic carrot, an anti-aging cream with organic jojoba oil and organic juniper berry extract essential oil, and an eye care product with fig extract, to help refresh and soothe the eye area. There were also three new eau de toilettes, Esprit Vétiver, Essence Oranger and Fraîcheur Boisée.

    Positive Preening

    Things were happily a bit brighter for the male grooming market in Germany, as sales rose 4.2% in the past year in value terms to total nearly $693 million, according to SymphonyIRI Germany. Volume figures were also positive with a growth of 2.9%, representing nearly 67 million units. Value sales rose in all segments as men’s shower products rose 3.7% to nearly $248 million, while men’s deodorant products climbed 3.1% to $359 million and men’s facial skin care products surged 11% to nearly $86 million so it was good news all round.

    Some of the gains recorded in German facial skin care can be attributed to Lab Series Skin Care for Men, which does a brisk business in the country. During the past 12 months, the brand has launched three skin care products—Lab Series Instant Skin Booster, Lab Series Max LS Daily Renewing Cleanser with Max LS Recharging Water Lotion with Aquatron. All of them have been popular as they try to fit in with a busy man’s hectic lifestyle and grooming needs.

    Italian Stallions?

    Male grooming sales in Italy took a disappointing turn in the past year as male grooming value sales slid 3%, according to industry body Unipro. All sectors recorded a decline in sales including a 1.7% drop in sales of male soaps, shaving foams and gels; a 3.7% decline in aftershave products and a 4.4% decline in treatment creams.

     
    In the UK, more guys are purchasing hair care products.
    Although the figures for the past year do not support this, Italian men are famously into their beauty products and L’Oréal Italy holds a bit of a monopoly on the SKUs available in Italy. Biotherm Homme is one of its most successful male brands and its latest launch was the T-Pur Anti Oil & Wet range, which has been designed to eliminate shiny skin. The products contain purifying algae from Brittany and zinc to regulate sebum production. They also contain antibacterial agents that keep the skin thoroughly cleansed to prevent any future breakouts. Products include a cleanser and mattifying lotion.

    Shaving Slump

    More bad news comes by way of Spain where men’s grooming product sales fell by a worrisome 5.6% to $401 million and 4% in volume terms to 45.2 million units, according to SymphonyIRI Spain.

    In terms of what each individual sub-sector was worth, razors accounted for about two-thirds of sales ($261 million); followed by shaving foams, creams and gels ($56 million); pre-shave treatments and aftershaves ($38.7 million); while facial treatment sales were $45.3 million.

    The recent gloomy environment, however, does not seem to have deterred brands from new product development. Indeed, the wealth of launches suggests that companies are keen to maintain—and grow where possible—their share of a smaller market. Gillette introduced the Fusion Proglide Styler that is designed to help men trim and style their facial hair. The razor has three combs with different lengths and there is a precision edging blade for a sharp finish. The Fusion Proglide Styler is battery operated and can be used in both wet and dry conditions.

    To accompany the new product, Gillette has released a non-foaming shave that allows men to see where to trim and edge their facial hair. Gillette Fusion Proglide Clear Shave Gel is said to also provide a smoother shave by protecting the skin against friction. There were also a number of aftershave and pre-shave treatment launches.

    Grooming Go-Getters

    Fortunately, it has not been all doom and gloom in the past year as UK sales rose 2.4% to exceed $1.2 billion in value terms, according to Kantar Worldpanel. Volume also inched up by 0.8% to 345.1 million units. All sub-sectors recorded gains, led by an 11.9% jump in fragrances and a 9.8% increase in hairdressing products.

    To capitalize on the demand for men’s grooming products, celebrity hairdresser Lee Bancroft launched a new men’s hair care range in November at Tesco, following the success of his women’s range. The men’s range includes seven new salon-inspired products to appeal to all types of consumers.

    Last summer in the UK, salon range Bed Head launched four new hair looks to suit a man’s mood, Mr. Sporty, Mr. Geek, Mr. Loud and Mr. Polished, alongside eight new products for men’s hair including Pure Texture Moulding Paste, Clean Up Daily Shampoo and Power Play Firm Finish Gel.

    Far from being a flash in the pan, all indicators show that male grooming is here to stay; the desire is certainly there, as is the range of great new products that are hitting shelves all over Europe.

    The recent mixed bag of sales results is disappointing and somewhat baffling, but hopefully these are a one off and next year will be much more optimistic. Come on men, get spending!

    European Cosmetic Markets is published monthly by HPCi Media Limited. It provides in-depth data and analysis of the European cosmetics and toiletries market. For subscription details contact HPCi Media Limited.
    Related Searches
    • Skin Care
    • spa
    • growth
    • gel

    Related Eurotrends

    • Actives | Sun Care

      Sun Care Formulas Do More Than Protect Against UV

      As cosmetic scientists discover more about the damaging effects of UV, IR, blue light and pollution, European sun care brands are rushing to bring out products with greater all-round protection. Meanwhile, the segment is moving into new technolo…
      Imogen Matthews, Consultant 04.02.18

    • Hair Care | Personal Cleansers | Skin Care | Sun Care

      Boys Still Love Their Beards... and More Grooming Trends

      The European men’s grooming market is undergoing quite a change as both young and mature men look for ways to look good and enhance their appearance. The trend for beards is still strong, creating new opportunities for products that address bea…
      Imogen Matthews, Consultant 03.01.18

    • Actives | Functional Ingredients | Skin Care

      Eastern Europe Leads Skin Care Gains

      Multifunctional products, innovative formats and a growing desire for “clean” beauty, as well as a strong and still-growing interest in Asian brands and products, are driving trends in the European facial skin care market. The search for…
      Imogen Matthews, Consultant 02.01.18


    • Personal Cleansers

      Shower-to-Shower-to-Shower; Europeans Pass on Baths

      With baths out of fashion, the shower is the preferred option for most Europeans looking to balance time constraints with personal hygiene. The functional benefits and convenience of the shower compared with the luxurious occasional treat of the bath…
      Imogen Matthews, Consultant 01.04.18

    • Oral Care

      Personalization Expands Oral Care Opportunities

      European oral care habits are changing and becoming more targeted as consumers seek products to tackle particular issues such as discoloration, sensitivity, caries or gum disease. Brands have responded by launching innovative toothbrushes and to…
      Imogen Matthews, Consultant 12.01.17

    • Color Cosmetics | Functional Ingredients | Pigments | Polymers

      Online Beauty Trends Impact On-Counter Makeup Sales

      The rise of beauty bloggers and YouTubers is having a profound impact on the European makeup market and encouraging consumers to be bold in their product choices. Millennials are the main target, but already brands are looking to their younger sister…
      Imogen Matthews, Consultant 11.01.17


    • Hair Care

      Co-Washes and Shampoos Must Co-Exist in Europe

      European women like to wear their hair in natural styles; it’s a preference that is creating demand for natural hair care formulations and is also opening up the way for co-wash products that some consumers believe are gentler on their hair. Me…
      Imogen Matthews, Consultant 10.02.17

    • Functional Ingredients | Personal Cleansers | Skin Care

      Spa-inspired Beauty Finds a Following

      Europeans are not particularly keen on regular professional spa treatments, but many enjoy using products with a “professional,”  “salon” or  “spa” claim at home. The crossover between the two categories…
      Imogen Matthews, Consultant 09.01.17

    • Functional Ingredients | Hair Care | Personal Cleansers | Skin Care

      A Healthy Approach To Natural and Organic

      Lack of agreement by the personal care industry on what constitutes a natural or organic formulation is not deterring European consumers from eagerly buying into the category. Increasingly, they are looking for so much more, such as free-from or cle…
      Imogen Matthews, Consultant 08.01.17


    • Actives | AP/Deo | Functional Ingredients
      Global Deodorant Market Is on the Rise

      Global Deodorant Market Is on the Rise

      The rising star in the European deodorants market is Russia, still a small player overall, but with the potential to shine in the relatively niche deodorant cream and sticks categories. In contrast, the more mature Western European markets are strugg…
      Imogen Matthews, Consultant 07.03.17

    • Actives | Functional Ingredients | Skin Care

      Turning the Other Cheek: Face and Body Care Links

      The desire to create a spa-like experience at home is a driving factor in body care sales across Europe as consumers increase their use of products as part of a regular regime. In terms of sophistication, the category has some way to catch up with fa…
      Imogen Matthews, Consultant 06.14.17

    • Fine Fragrance | Functional Ingredients
      When New Is Not Enough! Fine Fragrances Fall Flat

      When New Is Not Enough! Fine Fragrances Fall Flat

      Despite a flood of new launches, exciting new ingredient concepts and strategic marketing to attract new consumers, sales of European men’s and women’s fragrances fell flat last year. However, artisan/niche fragrances gained visibility an…
      Imogen Matthews, Consultant 05.01.17

    • Actives | Sun Care

      A Cloudy Forecast for Sun Care Sales

      The European sun care market is under pressure from other beauty products that are formulated to protect the skin from the dangers of the sun’s damaging rays. As UV protection is added to more products, including moisturizers, foundations, eye…
      04.03.17

    • Men’s Grooming: It’s Five O’Clock (shadow) Everywhere!

      Men’s Grooming: It’s Five O’Clock (shadow) Everywhere!

      Slowly but surely, European men are taking to grooming products in greater numbers, not just for functional reasons, but to look and feel better. The change has yet to be reflected in sales increases, but the signs are there, especially among image-c…
      Imogen Matthews, Contributing Editor 03.01.17

    • Europeans skip some steps in facial skin care routines

      European consumers are remarkably conservative in their choice of facial skin care products. Despite a proliferation of new formats flooding the market, many from Korea, Europeans have yet to embrace the multi-step regimen favored by other cultures.…
      Imogen Matthews, Consultant 02.01.17

    Breaking News
    • Disinfectants for Food Safety To Grow 4.9%
    • SkinGenie Takes Top Awards in J&J Competition
    • Plant 'SWAP' at L'Oréal's North Little Rock (Video)
    • Rutgers Student Wins CIBS Marco Golding Scholarship
    • Register for Happi's Anti-Aging Conference
    View Breaking News >
    CURRENT ISSUE

    April 2018

    • The Power of Bio-Inspiration
    • In Full Bloom
    • All Inclusive
    • Make It Yours
    • The Making of a Beauty Entrepreneur
    • A Stellar Lineup of Speakers Is Set For Happi’s Anti-Aging Conference
    • View More >

    Copyright © 2018 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.