I have to agree with Imogen Matthews that the male grooming market seems to have been on the cusp of a revolution for decades. Every few years there’s a new moniker to describe the enlightened men and their grooming habits that are going to provide the breakthrough for the men’s category. Since the early 1990s there’s been New Man, Metrosexuals, Spornosexual, Lumbersexual, and Hipsters, who were all supposed to be the tipping point for the category because of their evolved grooming habits. Regardless of the change in awareness and attitudes around appearance, in reality, men’s grooming habits haven’t changed much.
It is this premise that inspired Imogen Matthews and Louise Barfield, head of marketing at Two by Two, to explore what’s really going on with the men’s category. If the concept of male beauty is the last bastion for brands in the industry, what’s needed to bring male consumers into this category? They explored three key areas: 1) market context, 2) emerging behaviors and groups, and 3) new opportunities and propositions. The result is a report launched this summer—Male Grooming: Beauty’s Final Frontier?
SOME INSIGHTS AND STATS:
When buying grooming products designed for men, which do you feel is the most important to the male user?
When considering skin care products beyond moisturizers where, in your opinion, do male consumers mostly do their research?
In which categories do you see a shortage of products for men and the potential for further growth?
What type of occasion do you see as presenting an opportunity to invest in male grooming and cosmetics products?
What products will become bathroom staples by 2020 for male consumers?
SOME BRAND AND CATEGORY OPPORTUNITIES:
Two by Two’s new report explores new behaviors and opportunities in male grooming—arguably the last bastion of the beauty care industry. The full report can be downloaded, or email Louise Barfield: firstname.lastname@example.org.
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