Trends and Innovations in Male Grooming

Trends and Innovations in Male Grooming Jamie Mills Associate Analyst, Datamonitor Consumer Marketing Trends April 2015 Agenda About Datamonitor C...
Author: Bertha Warner
0 downloads 0 Views 2MB Size
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

2

About Datamonitor Consumer

3

About Datamonitor Consumer

4

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

5

South Africa

India Pakistan Bangladesh Sri Lanka

Australia

New Zealand

Today’s male consumer: What do men want?

6

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

7

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

8

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

14

Three key innovation trends in male grooming

Beyond Shaving

15

Male Cosmetics

Tailored Solutions

Three key innovation trends in male grooming

Beyond Shaving

16

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

18

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

19

Male Cosmetics

Tailored Solutions

#2: Male cosmetics: functional face make-up

20

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

21

“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

22

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

24

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

25

TrendSights: 40 sub-trends that are driving innovation

26

TrendSights: 40 sub-trends that are driving innovation

27

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