Male grooming products sold
through the selective channel meanwhile accounted for 15% of volume
share and a whopping 33.6% of value
share. This is fast becoming the channel of choice for Spanish men, who
seem to like its upmarket appeal and
efficient customer service.
Spain’s selective channel gained
several new products launched by
international brands, always a
favorite with Spaniards. Biotherm
Homme extended its product line to
include High Recharge Yeux, which is
billed as the first anti-fatigue cold
serum. It contains ginseng, thermal
plankton and hyaluronic acid to combat fatigue around the eyes for a
healthier, fresher look. Meanwhile
Lancôme Men rolled out skin care
solutions for men of any age. Products
include Energizer Total for 20-30
year-olds, Age Fight for 30-40 year-
olds and Renergy 3D for older men.
Men Rule the Roost
The UK market reported a very positive 2008, rising 8.6% to $1.4 billion.
Volume rose 3.8% to 382.25 million
units. Looking at the UK market
more closely, there were certain dominant categories in male grooming.
Data from TNS Worldpanel showed
that deodorants held an impressive
34.5% market share, followed next by
that old stalwart the razor blade at
27.2%. Interestingly, skin care sales
soared 33.6% in 2008 taking its share
of the market from 9.7% in 2007 to
Within the deodorant sector, Lynx
(Unilever) unveiled Instinct, a new
fragrance for the UK. The line features body spray, antiperspirant,
shower gel and aftershave formats.
Another key player in the deodorant
market was Sure, another Unilever
brand. At the start of the year the
company launched Sure Men
Maximum Strength deodorant alongside the existing female variant. The
product contains Trisolid technology
which has three components that
compact wetness and odor and moisturize up to 48 hours.
On the Horizon
Despite the current economic climate,
men’s grooming is booming, but as one
of the newer categories in the cosmetics and toiletries market it could be
one of the first to suffer a downturn.
The good news is that men have
staked a claim to personal care and
are lapping up new product development and scientific technologies at a
rapid rate. As long as this remains the
case, the category has a promising
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