MOST SALES FALL FLAT
IN MEN’S GROOMING
IT WAS SOMEWHAT of a lackluster year for the male grooming category with all countries in the Big 5 reporting a very
mixed bag when it came to value sales.
France and Spain reported only very
slender gains while the UK and Italy lost
sales. The only country to report healthy
gains was Germany. It seems that male
grooming is a category that may have
fallen by the wayside in recent months
with a lack of product innovation and
tighter European purse strings both contributing to a year that was nothing to
write home about.
From Boom to Gloom
In France, male grooming has never really
enjoyed the same meteoric rise in value
growth that was originally forecast, but
during the past five years, in particular, the
market really has fallen flat. In the past year,
it grew by just 0.2%, according to Mintel,
although the fragrance sub-sector within
this is showing strong growth of its own.
In terms of NPD, France was ahead of
the game as always. Lab Series Skin Care for
Men (Estée Lauder) focused on brightening
skin and combating the look of uneven skin
tone with Power Brightening+DR4, a three-step system comprising a water lotion, serum and eye balm to help reduce current
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and future skin discoloration.
And Clarins Men launched
Baume Super Hydratant and
Gel Super Hydratant, two
“multi-level” hydration products that incorporate a natural
derivative of hyaluronic acid to
improve skin moisture and tone.
Meanwhile in the mass
market, Nivea for Men
(Beiersdorf) redesigned its
sensitive skin care range with
new white packs for greater
simplicity, and introduced
two new treatments, Lotion
After Shave and Gel Apaisant,
formulated with natural (
unprocessed) chamomile and vitamin E to help strengthen the
natural defenses of the epidermis while repairing damage
from razor burn.
The German male grooming segment was the only
European market to have
shown any solid growth in the past year;
the market grew 3.9% to approximately
$671 million. Looking at individual sub-sectors, shower products, deodorant products and facial skin care products, there was
also positive movement with growth of 3%,
5.4% and 0.6% respectively, according to
In February last year, Schwarzkopf &
Henkel extended its Syoss hair and styling range with Syoss Men, a line of three
shampoos, two styling gels, one styling paste and one hairspray. The Power
& Strength shampoo is for normal hair,
Anti-Grease Shampoo for greasy hair
and Anti-Dandruff for dandruff-ridden
hair. The styling products include an
Ultra Hold Hairspray with UV filter that
is easy to brush out and gives ultra strong
hold; Ultra Hold Styling Gel for a strong
The German male grooming segment was the only European market to have shown any solid growth in the past year.
yet flexible hold; Power Hold Extreme
Styling Gel that gives hold for up to 24
hours; and Power Hold Extreme Styling
Paste for structure.
The following month saw the new
launch in the Right Guard deodorant
range, Right Guard Xtreme Dry for men,
the first antiperspirant to keep the skin dry
and odorless even under extreme conditions. Available in stick, spray and roll-on
forms, the product combines a very effective antiperspirant formula, anti-bacterial
ingredients and a long-lasting fragrance
along with up to 72 hours protection, according to the company.
Slump in Sales
Sales of men’s grooming products in Italy
slumped 2.2% to approximately $268 million last year, with most sales happening