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Hair News - July 2004 |
| Author: Karen Shelton |
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Date: July 2004 |
Hair News For July 28, 2004
Men's-Only Brands Outperforming
Overall Grooming Products Market
But Will Trend Fizzle?
LITTLE FALLS, NJ, July 28, 2004
- Driven by the recent media focus on improving one's image
through lessons learned from reality TV, sales of men's grooming
products have grown faster than the overall market for cosmetics
and toiletries in recent years. But after all the hype has
waned, will the demand still exist for grooming products
marketed specifically for men, or will this prove to be just
another fad? A new study by
Kline & Company delves into the purchase patterns that have
emerged in this segment and examines the opportunities and
challenges for marketers looking to cash in on the male grooming
trend.
"Although the 'Queer Eye' guys' 15 minutes of fame aren't quite
up yet, the recent media blitz over male grooming and style
consciousness has likely peaked," says Carrie Bonner, industry
manager for Kline's Consumer Products Practice. "The question is
whether men's-only brands for products like high-priced hair
gels and scented body washes will continue to grow after the
spotlight has faded."
Kline's recently published study,
THE U.S. MALE
GROOMING PRODUCTS MARKET 2003 , forecasts 2% growth
to continue for the overall male grooming products market over
the next four to five years. This includes general-market
grooming products used by men, as well as men's-only brands, and
it is important to distinguish between the two.
"The overall market for men's grooming products has actually
seen only modest growth over the past few years, even though
men's-only brands have grown by nearly 6% over the same period,"
says Bonner. "More men aren't necessarily using more products; a
lot of them switched from the brands they were using. So some of
the growth has come at the expense of unisex brands."
This would appear to indicate that the door is open for cosmetic
and toiletry marketers to stick a "for men" label on their
products and wait for the dollars to start rolling in. Of
course, it's not that simple, and there are plenty of other
challenges awaiting marketers who want to make a foray into the
men's grooming segment.
Although products like skin creams for men are being pushed into
the mainstream, there has also been some backlash against the
whole idea of the "metrosexual" trend. Male attitudes toward
experimenting with different grooming products and brands have
traditionally ranged from reluctant to hostile, and despite the
recent shift in this mindset, it has generally been difficult to
get men to change their grooming habits, particularly if that
involves making their grooming routines more complicated.
A highly fragmented market also means that, while certain
categories like men's skin care products offer plenty of growth
opportunities, newcomers will be entering a crowded playing
field just as the media hype is likely winding down.
"Companies will need to figure out how to differentiate their
brands and how to position them for the long term," says Bonner.
An important part of this process is to understand what
motivates men to buy these products in the first place.
THE U.S. MALE
GROOMING PRODUCTS MARKET 2003 features a section on
male attitudes and usage of grooming products, based on a survey
designed to explore purchasing patterns, brand loyalty, and
retail channel preferences. Kline interviewed more than 400
consumers to examine purchase decision factors, usage habits and
frequency, and reasons for switching brands.
The study also quantifies 2003 manufacturers' sales by retail
channel with a five-year forecast, covering key brands and
marketers, as well as noteworthy trends and developments. For
more information , go to
www.klinegroup.com/y576.htm, or contact
Carrie Bonner
at (973) 435-3412.
Established in 1959, Kline & Company (www.klinegroup.com)
is a business consulting and market research firm serving
clients worldwide in the cosmetics and toiletries, household
cleaning products, and other consumer products sectors..
Menscience’s Pigmentation Repair Formula Improves Men’s
Complexion And Repairs Dark Spots
Are you a man who worries about freckles, dark spots, sun
damage, uneven tone? All of these things can make a man’s
face look older and devitalized, but most men are clueless when
it comes to knowing what these spots are and what they can do to
eliminate them.
Hyper pigmentation and so-called “age spots” (lentigines) are
the result of aging and sun damage. If the right steps are
taken, many men can significantly diminish the appearance of
dark spots.
MenScience has created a dermatological-grade anti-aging
product,
Pigmentation Repair Formula
(with 2% hydroquinone, glycolic and kojic acids), to directly
correct these problems. Add this product to your daily regimen
and help regain your youth.
The Science
behind the Product
This dermatological-grade formula
diminishes the appearance of dark areas
(age
spots or lentigines)
that can result
from aging or sun damage.
It simultaneously helps control abnormal pigment production and
eliminates superficial darkened cells. When applied, leaves an
invisible matte finish.
It contains hydroquinone in a 2%
concentration, used by dermatologists
to effectively help correct pigmentation problems.
A potent combination of Kojic Acid and
Magnesium Ascorbil Phosphate help restore the skin's natural
skin tone and improve the appearance of opaque areas.
The action of the powerful lightening
agents is reinforced with Glycolic Acid to exfoliate the
damaged upper layers of skin where dark cells reside,
revealing new, unblemished cells.
Promotes a healthy-looking, youthful
complexion with Allantoin and Aloe to soften rough areas and
improve the appearance of fine lines.
Pigmentation Repair Formula, 2 oz Suggested Retail: $42. Menscience Androceuticals is available to
salon professionals by calling: 1-800-608-MENS.
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