H E A LT H & B E A U T Y

How men and women view it differently Women have always aspired to beauty and health. In previous years, men usually only aspired to health, but are now less shy about using beauty products.

Men are from Mars and women from Venus … even more true for shopping in the health and beauty aisle By Lesego Malete Is your store ‘male friendly’ or purely designed for women who are likely to spend more time there? Beauty and health care for men

Merging beauty and health Health and beauty are connected and manufacturers are developing beauty

products with health benefits. Some retailers are also following suit in this regard. In February this year, Krugersdorp retailer President Hyper introduced a health section in the ‘promotions court’, because it realised that a lot of people are following the health trend. In this section there are protein shakes, weigh-less, diabetic and lactose free products, and others that promote healthy living. “This new move is working well for us. We placed it there because it’s opposite the beauty section,” says assistant store manager Vicki Basson. Previously, men were low maintenance when it came to beauty routines but this is now changing.

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The male grooming market is growing as more men are ‘pushed’ to start looking after themselves with both beauty and health regimens. Although women have buying power and are traditionally known to buy their men’s beauty and health products, it’s not the case with every man. Retailers need to know their customer base to make the shopping experience more memorable and pleasant. Zoe Dhlembeu of Niche Hair Care advises supermarkets to place more focus on creating a male friendly environment to prompt them to purchase and spend more time looking for products that suit their

needs. Retailers need to take advantage of this more recent trend. Anita Panchan, marketing manager for Amka Products admits the company mostly directs its marketing campaigns towards women, as they are more likely to react positively to advertisements or promotions. Amka is a manufacturer of health and beauty products and their range comprises popular brands such as Clere, Satiskin, Playboy and Playgirl products, as well as hair care lines such as Revlon Realistic, Black like Me and Jabu Stone.

19 SUPERMARKET & RETAILER, AUGUST 2013

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HEALTH & BEAUTY

With big brands now producing male grooming products, “we see them at month-end and the wife shopping on ‘her’ side and the man on ‘his’ side. You can easily spot a man who looks after himself – we see them looking at different options, reading directions and buying what they want,” says Basson. In 2007, The Verde Group, Baker Retailing Initiative and Women-Certified in the United States conducted a joint study across the country to better understand how the retail shopping experience differs between females and males. After speaking to more than 1 200 people, the study shows that ‘men buy, women shop’. This means that female shoppers leave when they can’t get sales assistance, whilst male shoppers do so when they can’t get their product. Manufacturers of these products reach out to the men by ensuring the packaging appeals to them and is masculine. Panchan says some men don’t want to be seen carrying feminine products. Dhlembeu agrees with this: “Men are put off by the lack of masculine packaging that manufacturers use. They want a more generic looking product.”

Euromonitor International evaluated South Africa’s male grooming industry in its 2011 report: “Growth in total men’s grooming constant value sales over 2011-2016 is expected to be slower than witnessed during the 2011 review period. Similarly, volume growth rates for most product categories are expected to fall below the compound annual growth rate recorded over 2006-2011. This general slowdown will be mainly due to increasing maturity. However, a number of factors will help to ensure that demand for male grooming products remains healthy overall. Most notably, thanks to changing cultural attitudes and the growing influence of international beauty trends, it is becoming increasing socially acceptable for South African men to spend more time and money on grooming products. Over the forecast period, this trend will be further strengthened by new launches, high profile advertising campaigns and improvements in distribution. Moreover, while frequent promotional discounts and long-term price reductions may restrict growth in constant value sales, they will also make men’s grooming products affordable to a greater number of consumers.”

a man’s loyalty drops by nearly 40% when he encounters a problem. Dhlembeu says women are more loyal to brands, as men are less focused on shopping and they tend to ‘shop’ in their wives’ cupboards. However, Basson relays a different story saying men are more loyal and more likely to stick to one brand, whereas women try out different options. Panchan admits that it’s difficult to maintain consumer loyalty to brands when there are so many options available in the market. “We keep in line with competitors. However, we don’t follow what they are doing, they follow us. We have our own mass-market share – we reap what we invest. Our brands are in internal competition to each other, so we don’t take a budget from one brand and give it to another. The launches are small and sales orientated.” Basson says that their store sells a healthy mix of known value items (KVIs) and housebrands, cheaper options for people who struggle to afford popular brands.

Problem experiences mean less loyal shoppers According to He Buys, She Shops research, when shoppers encounter problems, they become significantly less loyal. Shoppers with at least one problem are 35% less loyal than those shoppers who enjoy a problem-free shopping experience.

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Men’s beauty ranges have developed vastly and they now have a large variety of products to choose from.

Loyalty This study on gender differences in the retail experience’ confirms that women are more loyal shoppers than men. Overall, women demonstrate greater loyalty than men in their shopping behaviours, particularly when the shopping experience is flawed. When the shopping gets tough, men become less loyal. In the absence of problems, male and female loyalty to a retailer is roughly equivalent. But male loyalty is significantly more fragile. When a woman encounters a problem while shopping, her loyalty falls by 25% – but

20 SUPERMARKET & RETAILER, AUGUST 2013

Women still purchase the majority of beauty products.

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HEALTH & BEAUTY Proving your worth

Basson says that they previously made the mistake of putting men and women’s beauty products together. The staff working on the floor told management that the merchandising flow was incorrect. Once they moved the men’s products into a separate section, they started seeing a shift in sales because the section became more ‘male friendly’. Amka does its own merchandising and Panchan says the company tries to work closely with the retailers and chain suppliers. She continues that pricing attracts consumers to a product and is pleased that their products are affordable.

The health section in President Hyper in Krugersdorp is a big hit with consumers.

President Hyper has separated the men and women’s beauty sections to enable ‘male friendly’ health and beauty shopping.

Promotion for everyone

AMKA’s bestsellers – the Satiskin product range comprising of hand wash, bath foam and shower-gels.

22 SUPERMARKET & RETAILER, AUGUST 2013

What are customers looking for? Most consumers look for affordable products and durability. Seasonal trends also play a vital role. In summer, consumers

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Basson can attest to this, she’s been in retail since 1998 and has observed how the Clere brand has grown in recent years. Years ago Clere used to be a bottom-end product. Over the years it has grown so much that they have different variants and command respect in the market. In this store, the new Clere for men sells better than other favourite brands that have been in the market for years. They are good quality products and also competitively priced, which is key in the current economic climate. So, when representatives of other companies come into the store to request more shelf space, the store produces its rate of sale report and shows them why the merchandising flow is the way it is.

At President Hyper, an employee always stands at the entrance handing out promotional leaflets. Female shoppers usually take them and look for specials and promotions. Older males normally take the leaflet, because they are pensioners and have a tight budget. “Men don’t respond well to adverts, while women are more likely to want to try the products. Men want solutions and when they go to a store to look for a product, they ask and take whatever suits their needs. If they don’t like it, they go to another store to look for a new solution. They simply don’t have time to shop around,“ says Dhlembeu. However, if advertisements and promotions were designed to attract male attention through humour or sport, they would be more likely to take note.

To keep the body in good health is a duty ... otherwise we shall not be able to keep our mind strong and clear – Buddha

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HEALTH & BEAUTY

Buying pants at the mall Female

Male

Male Time: 6 min Cost: $39

Female Time: 3 hrs 26 min Cost: $876

Advice to marketers PRWeb advises marketers on health and beauty with its male and female health and beauty products market analysis. In summary, the report claims to offer a completely fresh look at men’s and women’s health and beauty routines, allowing marketers to understand people’s consumption patterns like never before. This offers unique opportunities to effectively target new consumer groups, behaviours and trends. Men seek out age-specific solutions more often than women. However, effective targeting of age-related needs can be difficult. People are interested in these benefits, but targeting needs created by age requires carefully thought-out approaches or advertising risks alienating these consumers. Women are comfortable using

Exploring a cave in Skyrim Male

Female

Female Time: 6 min

Male Time: 3 hrs 26 min

Men and women’s shopping habits differ significantly.

are looking for products that are ‘lighter’, especially for their hair. For example, women exchange their weaves and braids for a more natural look by relaxing their hair and using maintenance products. In winter, Basson says products like camphor cream sales increase by at least 90% due to dry skin and weather changes.

The number of products on supermarket shelves proves that the men’s beauty industry is growing.

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men’s products to meet needs which aren’t met by products targeted at them. For instance, women will use men’s disposable razors blades if they perceive them to be more effective or better value for money. Equally, they will use male fragrances if they prefer the scent. Men are becoming more imageconscious. However, given that men already account for 47% of the sales of health & beauty products used in 2011, this growing image-consciousness will result in an increase in men’s consumption frequency rather than increasing product penetration, requiring different marketing tactics to exploit new opportunities. Trend analysis shows that relatively few women opt for products just to meet needs of either having the latest formulation, or being socially responsible. Ethical and technological positions can still be important in ensuring consumers think positively about a company, but specific products themselves will have to target other trends in order to have mass appeal.