Trends and Innovations in Male Grooming Jamie Mills Associate Analyst, Datamonitor Consumer
Marketing Trends April 2015
Agenda
About Datamonitor Consumer Today’s male consumer: What do men want?
Top innovation trends in male grooming Summary
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About Datamonitor Consumer
3
About Datamonitor Consumer
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Consumer Insight
Innovation Tracking
Market Assessment
Real insight on real consumers
Uncover new trends in products and packaging
Identify new hot spots in the marketplace
Source: Datamonitor Consumer
Datamonitor Consumer surveys consumers in 40 countries globally Sweden
Russia
Netherlands Poland Canada UK
Germany Turkey
France United States
Spain
Italy
China
South Korea
UAE Thailand
Morocco
Egypt
Mexico
Vietnam
Saudi Arabia
Ghana
Japan
Malaysia
Philippines
Colombia Brazil
Nigeria
Singapore Indonesia
Angola Chile
Argentina
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South Africa
India Pakistan Bangladesh Sri Lanka
Australia
New Zealand
Today’s male consumer: What do men want?
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Shifting the dialogue from male hygiene to man maintenance Men who use the following products at least a few times a week, global Bath/ shower products/ soap Shampoo Deodorants
Perfumes/ aftershave Depilatories/ shaving products Body skincare products
Facial skincare products Conditioner Suncare products
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Source: Datamonitor Consumer’s global survey 2014
Shifting the dialogue from male hygiene to man maintenance Men who use the following products at least a few times a week, global Bath/ shower products/ soap Shampoo Deodorants
Perfumes/ aftershave Depilatories/ shaving products Body skincare products
“Too many men are just stealing their wives or partners’ products and using whatever is in the bathroom cabinet. Horrifyingly, some men are using hand cream – or even nothing – on their faces.”
Facial skincare products Conditioner Suncare products
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Source: Datamonitor Consumer’s global survey 2014; [1] Talking Retail, December 2012
Lauren Brooking, Dove Men+ Care Brand Manager, Unilever UK, 20121
Visual culture and today’s “new” man Metrosexual
9
Spornosexual
Lumbersexual
A form of “hyper-metrosexuality”
The “antithesis” of spornosexuality
Emphasis on male sexuality and an appearance inspired by sportsmen
Emphasis and embracement of masculine traits and appearing “rugged”
Males have increasingly complex appearance-related concerns Top 20 appearance-related issues male consumers are very/extremely concerned about Bad body odor/ excessive sweating
Dark circles under eyes
Dandruff/ itchy scalp
Sun damage
Baldness/ hair loss
Sunburn
Feeling old
Oily skin
Looking old
Shaving rash
Dry/ sore/ tired/ irritated eyes
Dark spots/ pigmentation/ uneven skin tone Maintaining skin firmness/ elasticity
Muscle tone Dry/ flaky skin
10
Spots/ pimples/ blackheads
Thinning hair
Eye wrinkles
Bags under eyes
Chapped lips
Source: Datamonitor Consumer’s global survey 2014
Males have increasingly complex appearance-related concerns Top 20 appearance-related issues male consumers are very/extremely concerned about Bad body odor/ excessive sweating
Dark circles under eyes
Dandruff/ itchy scalp
Sun damage
Baldness/ hair loss
Sunburn
Feeling old
Oily skin
Looking old
Shaving rash
Dry/ sore/ tired/ irritated eyes
Dark spots/ pigmentation/ uneven skin tone Maintaining skin firmness/ elasticity
Muscle tone Dry/ flaky skin
11
Spots/ pimples/ blackheads
Thinning hair
Eye wrinkles
Bags under eyes
Chapped lips
Source: Datamonitor Consumer’s global survey 2014
Males have increasingly complex appearance-related concerns Top 20 appearance-related issues male consumers are very/extremely concerned about Bad body odor/ excessive sweating
Dark circles under eyes
Dandruff/ itchy scalp
Sun damage
Baldness/ hair loss
Sunburn
Feeling old
Oily skin
Looking old
Shaving rash
Dry/ sore/ tired/ irritated eyes
Dark spots/ pigmentation/ uneven skin tone Maintaining skin firmness/ elasticity
Muscle tone Dry/ flaky skin
12
Spots/ pimples/ blackheads
Thinning hair
Eye wrinkles
Bags under eyes
Chapped lips
Source: Datamonitor Consumer’s global survey 2014
Attitudes towards appearance and grooming vary by region Men who agree they are interested in purchasing products to enhance their appearance
Men who believe their looks and appearance to be important or very important
Europe
North America
40%
51%
41%
50% Asia
Middle East & Africa
51%
50%
54%
57%
Latin America
61%
62%
52% 46% 13
Source: Datamonitor Consumer’s global survey 2014; Datamonitor Consumer’s global survey 2013
Australasia
32%
37%
Top innovation trends in male grooming
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Three key innovation trends in male grooming
Beyond Shaving
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Male Cosmetics
Tailored Solutions
Three key innovation trends in male grooming
Beyond Shaving
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Male Cosmetics
Tailored Solutions
#1: Beyond shaving: beard maintenance Beard hygiene
Billy Jealousy Beard Wash “Cleans, softens and detangles the gnarliest of beards” 17
Source: Datamonitor Consumer’s Product Launch Analytics
Beard care
Tom Ford Conditioning Beard Oil “Conditions, softens, and nourishes the beard.”
Creating targeted beard “systems”
Vichy Homme Idealizer 3 Day Beard and + “Provide skin with long lasting hydration and coating for a more supple and wellgroomed beard.”
#1: Beyond shaving: facial hair as a fashion accessory
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Targeted stylants
“Groomers” vs. shavers
The Hairgum Barber Shop Moustache Wax Designed to shape moustaches and recreate “hair” styles
Remington Vacuum Beard & Grooming Kit For “style conscious men who want to trim the length and define the shape of their beard”.
Source: Datamonitor Consumer’s Product Launch Analytics; –Image: Remington website
Three key innovation trends in male grooming
Beyond Shaving
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Male Cosmetics
Tailored Solutions
#2: Male cosmetics: functional face make-up
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All over facial coverage
Concealing blemishes
IOPE Men Air Cushion Broad Spectrum SPF50+ “An air cushion sunscreen for men that provides natural coverage.”
Tom Ford Concealer “Tom Ford For Men Concealer is a practical, simple tool.”
Source: Datamonitor Consumer’s Product Launch Analytics
#2: Male cosmetics: the challenge for color cosmetics
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“Male” polish
Functional lip “make-up”
Evolution Man Pavement Nail Paint “Hit the Pavement running with this polished, concrete looking nail paint.”
Garnier Men The Ultimate Protective Lip Balm Protects lips from dryness and increases cell turnover to help repair lips
Source: Datamonitor Consumer’s Product Launch Analytics – Image: Evolution Man website
Three key innovation trends in male grooming
Beyond Shaving
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Male Cosmetics
Tailored Solutions
#3: Tailored solutions: efficacy driven consumers Active ingredients
Mentholatum Power Up Power Tank Face Cream Formulated with a “DERM-3 complex” featuring hyaluronic acid, coenzyme Q10, and wheat seed extract. 23
Professional endorsement
Dove Men+Care Expert Shave Range “Clinically proven to better hydrate skin, help protect it during shaving and provide an incredibly smooth glide for the razor.”
Source: Datamonitor Consumer’s Product Launch Analytics; – Image: Dove Men+Care website
Performance claims
L’Oreal Men Expert Vita Lift Anti-Age Force Moisturizing Gel-Serum Claims to act “instantly for visible results the 1st minute it is applied”, hydrates skin for 24 hours, and is quickly absorbed.
#3: Tailored solutions: “manly” products
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Simple, targeted packaging
Masculine claims
Clinique for Men Oil Control Exfoliating Tonic “Helps control oil buildup to maintain clearer skin. De-flakes skin's surface.”
Biotherm Homme Total Recharge CC Gel Instant Healthy Look “Vitamin C and ginseng revitalise and recharge your skin.”
Source: Datamonitor Consumer’s Product Launch Analytics; –Image: Clinique website
Summary
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TrendSights: 40 sub-trends that are driving innovation
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TrendSights: 40 sub-trends that are driving innovation
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Summary: male grooming innovation trends and opportunities
Grooming is as important for men with facial hair as it is for those without. Facial hair is an expression of masculinity and individuality Different styles and lengths of facial hair create opportunities for targeted grooming products. 28
Face make-up represents a high potential area for growth due to overlaps with functional skincare Purely color focussed cosmetics are unlikely to succeed currently due to social barriers, but opportunities exist for functional expansion e.g. lip balm
Men are extremely results driven and brands need to ensure they enhance product efficacy credentials.
Opportunities exist in repositioning and reformulating products targeted at women in conjunction with “manly” marketing and packaging.
Thank you! Presenter – Jamie Mills
[email protected] Follow me on Twitter: @jamie_consumer