While there has been a niche market for male grooming products for a long time, the seismic shift has come by way of major manufactures beginning to recognize its growth potential.  They do what all good businessmen do when face with an opportunity to make a buck; they take a proactive role by introducing whole ranges of new product categories and new products.  The major and minor corporate players have attempted to expand the market beyond the traditional shaving related products and deodorants into other categories such as skin care, hair care and bath products.  Figuring that men are looking for products specifically designed for their unique needs, no longer making due with products borrowed from their wife or significant other.

Shaving related products such as pre-shaving oils and lotion, shaving creams and soaps, post shaving products and, of course, razor blades continue to make up the lion’s share of the grooming business.  However toiletries; bath and shower products, hair care, skin care and deodorants represent the fastest growing segment.

Geographically, while Europe and US dominate sales worldwide, the Asian Pacific region is the fastest growing, as western taste and culture continue to dominate the life style trends.

The market for men’s grooming products is highly competitive with many companies that that use to focus on women’s beauty products shifting into the male realm.  US firms tend to dominate with, Avon, Colgate-Palmolive, Energizer Holdings, Johnson &Y Johnson, P&G and Gillette ranked in the top tier.

As proof consider the following.  In addition to the introduction of new razors by Gillette and Schick;

• During this year’s Super Bowl, Unilever, the makers of Dove, premiered its Dove Men + Care product line. The line, which includes body wash and a body bar, focuses on creating comfortable skin for men.
• While Dove Men + Care targets middle-aged men, Axe, also manufactured by Unilever, targets 18- to 24-year-olds with racy television and Internet ads. Axe promotes the use of its body wash, deodorant body spray and hair products as a way for men to look good without being overdone.
• Gillette, a Procter & Gamble brand, has offered men’s shaving products for years but has recently revamped its image and added a hair care and body wash line.
• Burt’s Bees owned by the Clorox Co., also has a line designed for men. Its all-natural products for men include soaps, shaving products, moisturizers and cologne.
• And don’t count out Old Spice, a Procter & Gamble brand. It has expanded its line of deodorants and aftershaves to include body washes as well.

Don’t expect the trend to taper off any time soon.  With so many eyeballs and so much money at stake we can expect the feeding frenzy of activity to proceed unabated.

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