“The taboos are slowly dropping, and a growing number of men are using anti-aging serums and masks, beauty devices, and even makeup,” said Naira Aslanian, the report’s manager.
“While makeup for men is a trend now and brands such as CoverGirl and Maybelline are debuting their first male ambassadors, it is categories like skin care and personal cleansing that see the most innovation and progression. Traditional male-oriented categories, such as deodorants and antiperspirants, also post strong gains driven by innovations like anti-mark antiperspirant technology.”
In addition, the increased purchasing power of millennial men who follow trends set by look-conscious celebrities takes the notion of self-care to a different level. The desire to associate themselves with a lifestyle synonymous with success and well-being convinces men to turn to barbershops and male-centric salons offering personalized services and pampering.
“Barbershops and the brands that pursue creating an image for clients, such as American vintage retro style or a sleek and ‘gentleman’-like appearance will display a very strong lifestyle connection with their regulars,” noted Marina Drobnjak, the researcher for the report.
Beard-wearing trends are also fueling the barbershop market.
For example, more than 60% of Italians wear a beard these days.
No wonder why barbershops in Europe and the US are posting double-digit gains.
The robust growth within the professional hair care segment for men, however, did not offset the decline of the overall hair care category caused by a lack of innovation and competition from unisex products.
Shaving products, the second fastest-growing category after skin care with more than 6% growth, is driven by direct selling brands, such as Bevel, Harry’s and Dollar Shave Club, which have recorded phenomenal, triple-digit growth rates, paving the way for a new category of subscription box providers.
Direct sales, along with specialty stores, are the most vibrant retail channels for cosmetics and toiletries for men. The convenience of online shopping and sampling through subscription boxes has fueled direct sales. Besides digital advertising, smaller, niche brands find an audience for their products by posting videos on YouTube, many of which often go viral.
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