According to company executives, Seb Man caters to the “multifaceted Millennial and Gen Z man of today who cannot be defined by one descriptor alone.”
Maybe, but it also helps fuel sales projections when one considers that Gen Z (25.9%) and Millennials (24.5%) represent the biggest population demographics in the US, just in front of Baby Boomers (23.6%), and well ahead of Gen X (15.5%) and Maturists (10.5%), according to 2018 statistics from Mashable.
“Seb Man is the first male brand within the Coty Professional Division,” explained Coty’s Jean Blazey. “The brand recognized that male beauty category is growing worldwide and hair is what men spend the most on.”
According to Blazey, the male hair care business is forecasted to grow at a constant 3.6% CAGR ahead of the overall hair care category, in the 2015-2020 period.
The Seb Man line, available on Amazon.com and at Supercuts salons, includes four hair care products, three grooming products and five styling products.
Hair care options include:
• The Multi-Tasker, a 3-in-1 hair, beard and body wash ($14.50);
• The Smoother, a rinse-out conditioner that adds moisture and manageability ($8.45);
• The Purist, an anti-dandruff shampoo with zinc pyrithione ($14.50); and
• The Cooler, a leave-in tonic that provides a stimulating and cooling sensation that is said to bring definition and a denser feeling to hair ($40).
Grooming options are:
• The Gent, a moisturizing and cooling aftershave soothing balm to help calm and hydrate skin ($18);
• The Protector, a smooth shaving gel for easy handling and distribution ($18); and
• The Groom, a hair and beard oil that contains a blend of grapeseed, jojoba, almond and argan oil for controlled definition and shine.
Styling products are:
• The Hero, a liquid wax with high hold and shine ($19.50);
• The Sculptor, a mineral clay with matte finish and long-lasting hold and texture ($18);
• The Dandy, a light-holding pomade that imparts a shiny, polished finish ($18);
• The Player, a medium hold gel that provides control, yet is easy to distribute throughout the hair ($18); and
• The Fixer, a reworkable hairspray with high hold and up to 24 hour anti-humidity control ($18).
All of the formulas contain guarana, which is said to provide a natural source of power, energy and stamina, according to Sebastian.
“The plant is also known to help prevent hair loss, and provide strength and vitality to the hair and scalp,” explained Blazey, who added that the hero products in the line are The Multi-Tasker for hair care, The Gent for grooming and The Dandy for styling.
Men’s grooming has been a growth opportunity for decades, as marketers big and small have made small and big bets on the category, with varying degrees of success. Procter & Gamble purchased The Art of Shaving back in 2009. And more recently, more multinationals are making those billion-dollar bets. Unilever spent $1.5 billion to acquire Dollar Shave Club in 2016. Earlier this year, Edgewell acquired Harry’s for nearly $1.4 billion. According to NPD Group, sales of men’s skin care products rose 7% last year to $122 million.
As more men feel confident enough to express themselves, the time is right for a new line of grooming products. Blazey contends Seb Man is one of the first men’s grooming lines to recognize the shift in what it means to be a man and empowers men looking to break free from one-dimensional stereotypes.
“The products are designed with an inclusive view of masculinity, empowering any man to invent a look that reflects how he chooses to define himself at any given moment,” she said.
Seb Man is available online at Amazon.com and www.sebastianprofessional.com