09.10.08
The men's grooming market is still taking baby steps. At the “Primal Attraction” session during HBA Global, leaders in mens’ products, including Pirooz Sarshar, co-founder of Grooming Lounge and Brian Robinson, CEO of Zirh International, discussed challenges and opportunities for men’s products in today’s marketplace.
Mr. Robinson talked about challenges and opportunities that exist for new brands entering the men’s product market in various channels, such as super premium (where they would have to compete with his own successful line of products), smaller independent boutiques, salons and HSN/QVC, the latter of which do not have enough male viewership, at this, point to be worthy channels for men’s products.
Mr. Sarshar discussed his company’s founding and spelled out what he believes is the key to success in men’s personal care: education and stick to the basics.
“We are still at the infancy in this business,” he said, noting that the average guy—even those in Miami and New York and other hip metropolitan areas, don’t know how to groom and need to be better educated about how they can address their problems and improve their appearance.
Mr. Robinson, when asked about the use of celebrities to promote products for men, noted that his company does provide samples to athletes in particular, but he is somewhat skeptical about the use of models and lifestyle-oriented marketing.
“It is important to make the product the hero,” he said.
Mr. Robinson talked about challenges and opportunities that exist for new brands entering the men’s product market in various channels, such as super premium (where they would have to compete with his own successful line of products), smaller independent boutiques, salons and HSN/QVC, the latter of which do not have enough male viewership, at this, point to be worthy channels for men’s products.
Mr. Sarshar discussed his company’s founding and spelled out what he believes is the key to success in men’s personal care: education and stick to the basics.
“We are still at the infancy in this business,” he said, noting that the average guy—even those in Miami and New York and other hip metropolitan areas, don’t know how to groom and need to be better educated about how they can address their problems and improve their appearance.
Mr. Robinson, when asked about the use of celebrities to promote products for men, noted that his company does provide samples to athletes in particular, but he is somewhat skeptical about the use of models and lifestyle-oriented marketing.
“It is important to make the product the hero,” he said.