US sales of men's grooming products rose more than 3% last year to top $4.5 billion, according to a new study by Kline Group. Some of the questions posed and answered in the new report include:


• Which channels are growing the fastest?
• How big of a factor is social media in marketing these brands?
• What are the new trend-setting independent brands?
• Is makeup for men just a trend?
• What’s new on the distribution front?
• How are male shave and barbershops performing?


The market study, authored by industry expert Karen Doskow, tracks the male grooming market, which is broken out into five categories:

1. Deodorants and antiperspirants (spray, stick, rollon, and gel), excluding crystal deodorants and deodorant sheets
2. Hair care products (shampoos, conditioners, and styling products), excluding hair color
3. Personal cleansing products (bar soaps, shower gels, and body washes)
4. Shaving products (creams and gels, aftershaves), excludes razors and blades
5. Skin care products for men (facial treatments, hand and body lotions, and sun care products)


This analysis will cover consumer purchases in the US through all channels, including direct (person-to-person, home shopping, infomercials, and the internet); department stores; mass outlets (mass merchandisers, drug stores, food stores, and warehouse clubs); specialty (vertically integrated stores and cosmetics specialty retailers) and professional (salons and spas, doctors’ offices).