It’s official. Men want to look pretty too.
From Elizabeth Holmes, recent Wall Street Journal article (“Dude, pass the exfoliator”) to will Arnett and Jason Bateman's sure-to-be-hilarious upcoming movie Mansome, even the mainstream media is aware of this booming segment within personal care.
Sara Moosman, a category management advisor for Cardinal Health recently published some data on men’s grooming trends based on recent survey data supplied by Hamacher Resource Group that really reinforce the notion that men are increasingly searching out and using products that will make them feel younger. And if they are reluctant to admit it, their wallets certainly will.
Consider the statistics:
- Worldwide, men now spend $7.3 billion on grooming.
This is growing at twice the rate of women’s grooming sales.
- 32% of men have a separate set of grooming products for traveling to the gym, work trips, etc.
- 50% of all male consumers are new to the category each year; This is HUGE growth.
Men are also taking a more proactive approach in purchasing. Gone are the days of “Honey, will you please pick up some shaving cream for me?” For example, 80% of all men’s hair color purchases are made by men. (Women – you can decide for yourselves if this is a good thing or not…)
In the past year:
- 97% of men reportedly use deodorant
- 79% of men have used a body wash in the last month
- 60% of men have used a facial cleanser in the last month
- 44% of men have used a body bar in the last month
- 59% of men have had an incidence of razor burns, nicks, ingrown hairs, and cuts related to shaving in the past year.
[To those we respectfully offer our Nick Stick and Pre-Shave Exfoliating Wash…]
Each time we embark on a new product development cycle here at Pacific Shaving Company, my wife reminds me, in as kind a manner as possible, not to over-complicate it when it comes to men. “Keep it simple,” is her mantra. (I try not to take offense.)
And, as usual, she’s right. Data shows that ‘easy to use’ is among the attributes men are increasingly seeking in products they purchase.
Our company’s unofficial position has become “If you need to put ‘direction for use’ on your shaving creams or after-shaves, you’ve over-complicated things.”