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Marketers are massing for a major assault on the $3.5 billion men's grooming market, which consists of the most dynamic segments of half a dozen otherwise mature categories. With an eye toward two demographic groups -- the graying baby boomer intent on retaining his competitive edge and the hip generation Y-er not embarrassed to spend money on looking good -- companies like L'Oreal and Shiseido have launched new men's hair coloring lines. Estee Lauder has come out with a set of men's "self-improvement" tools that sound very much like makeup. New men's fragrance and skincare brands abound. Even the sedate shaving and deodorant arenas has seen shake-ups as Gillette and Pfizer market new high-margin systems and target a new generation of consumers. Focusing on the fragrance, shaving, deodorant, haircare, skincare, and bath & body categories, this new Packaged Facts study pulls the market together, examining the sales, brand shares, new products, retail environment, consumers, and competitive strategies of the traditional toiletries giants as well as the new men's grooming specialists.

Additional Information

Scope And Methodology

Products Covered

This Packaged Facts study focuses on the retail market for men’s grooming products in the United States. For purposes of this report, men’s grooming products are products marketed specifically to men (not to men and women) in the following six toiletry categories:

1. Fragrances, including fragrances labeled as cologne, eau de toilette, or some variation of these;
2. Shaving products, including shaving lotions, creams, soaps, foams and gels; preshave; aftershave; and wet razors (disposable razors, razor systems, and refills), but not including electric razors;
3. Deodorants, including antiperspirants;
4. Haircare products, including haircoloring products, styling prod-ucts, and thinning hair products, but not including drugs;
5. Skincare products, including facial cleansers, facial moisturizers, and hand and body moisturizers; and
6. Bath and Shower products, including body scrubs and aromather-apy products.

Report Methodology

The information contained in this report is based on primary, secondary, and syndicated research. Primary research included on-site examination of men’s grooming products and the retail establishments that sell them, and consultation with industry executives. Secondary research involved canvassing information and articles appearing in financial, marketing, and trade publications; company literature; and independent financial reports. The syndicated research came from several different suppliers.

Press Release

Men spend an average of 51 minutes each day to groom themselves, compared to 55 minutes for women.

New York, September 7/PRNewswire – It is no coincidence companies are poised for a major assault on the $3.5 billion men's grooming market. According to a new report from Packaged Facts released by MarketResearch.com, The U.S. Market for Men’s Grooming Products, men have become increasingly interested in looking their best. Aging baby boomers have awakened to gray or thinning hair and wrinkles that they are unwilling to accept without a fight, and younger men are coloring their hair and using self-tanning products to improve their looks. Some men’s skincare products use the microsphere technology developed for women’s make-up and aromatherapy has become a part of the lives of many men. As this new interest in personal care products emerges among the male population, the market for men’s grooming items is experiencing both extensive transition and booming opportunity.

The report covers recent The U.S. Market for Men’s Grooming Products provides detailed information on distribution and marketing trends, as well as emerging retail campaigns, product development, and consumer demographic profiles. The report also includes historical sales data, as well as market projections through the year 2005.

According to Meg Hargreaves, VP of Research Publishing for MarketResearch.com, the men’s grooming product market offers greater potential for growth than the women’s product market. “Men purchase fewer products than women do and in many cases, especially in the hair care, skincare and bath and shower categories, the men’s segment is the least saturated part of the market,” Ms. Hargreaves stated. “Even in a relatively well penetrated market, such as the fragrance segment, where up to 75% of men are users, the potential for increased sales is enormous and growth has outpaced the women’s market.”

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