Spotlight: mass market men’s grooming

As reported in Drug Store News, Nielsen pegs men’s potential personal care market growth through mass in the 20% range for the next few years. Skin care, especially, is one of the areas ripe for incremental sales.

Kline also reported back in January (to CEW members) that two factors influencing the future of beauty include Male Grooming & Makeup and Blurred Lines Between Male/Female.

Separately, Mintel reported back in October 2016 that the men’s personal care market was expected to reach $4.4 billion in 2016, representing growth of 15% from the period 2011-2016.

The challenge for personal care marketers is how to effectively reach and connect with both millennial and boomer men who place different priorities on appeals and marketing mix components.

You can read the Drug Store News article, “Masculinity returns to beauty aisle”, here.

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.

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