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The U.S. Market for Men's Grooming Products
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Sep 1, 2001
278 Pages - Pub ID: LA378195
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- Executive Summary
Scope and Methodology
- Products Covered
- Report Methodology
The Products
- Six Product Categories
- Products Excluded
- Overall Regulatory Considerations
- Drug vs. Cosmetic Regulation
The Market
- Market Size and Growth
- Table 1-1: U.S. Retail Sales of Skincare Products, 1996-2005 (dollars): 6 categories
- Deodorant and Shaving Categories Grow Fastest
- Skincare and Bath & Shower Grow at Equal Rates
- Haircare Growth Dampened by Unisex Brands
- Fragrance Growth Is Slowest
- Factors in Market Growth
- The Least Saturated Part of the Personal Care Market
- Demographic Influences on Men's Grooming
- Men's Grooming in the Retail Battle
- Changing Attitudes and Skincare
- Fragrance Also Grows Thanks to Changing Attitudes
- Survey Shows Gray Hair is "Not Sexy"
- Economy a Negative Factor for Next Two Years
- Market Composition: By Product Category
- Figure 1-1: Share of U.S. Men's Grooming Product Sales by Product Category, 2000 (percent): 6 categories
- Market Composition by Retail Outlet
The Marketers
- Hundreds of Marketers Sell Men's Grooming Products
- Men's Grooming Specialists, Fragrance Companies, Toiletries Marketers
- Prestige and Mass Marketers
- Multi-Category Men's Grooming Companies
- Gillette Dominates the Industry in Mass Market
- Procter & Gamble
- Estée Lauder Leads in Prestige
- L'Oréal in Prestige and Mass
- Revlon in Two Categories
- Colgate-Palmolive in Three Categories
- Men's Fragrance Marketers
- Shaving Marketers
- Major Marketers of Men's Haircare
- All Major Deodorant Marketers Function in Other Categories
- Men's Skincare Marketers
- New Product Trends
- Pace of Product Introductions Increased Between 1996 and 2000
- Full, Multi-Category Men's Grooming Lines
- Licensed Brands, Designer and Celebrity Names
- Men's and Women's/His & Hers
- Natural Introductions Are Less Common Than in Women's Personal Care
- Sport Themes Are Common
Distribution and Retail
- Distribution Paths Are Complex and Varied
- Diversion and the "Gray Market" Is Widespread in Men's Fragrance
- Retail Picture Grows More Complex
- Femininity of the Retail Environment
- Mass Merchandisers Lead in Mass Market
The Men's Grooming Consumer
- 59 Million American Men Use Aftershave or Fragrance
- 64 Million Men Use Shaving Cream
- Razors: Disposable and Non-Disposable Distinguished by Income
- Deodorant Is the Most Widely Used Men's Grooming Product
- 5.2 Million American Men Use Haircoloring; Two Age Groups
- 20 Million American Men Use Hairspray
- Around 23 Million Use Non-Spray Hairstyling Products; Most Not Specifically Male
- The products
Scope of Report
- Six Product Categories
- Products Excluded
- Focus on Retail
Introduction: A Brief History of Men's Grooming
- The French Revolution Changes Everything
- Commercial Shaving Products Derive From Late 19th Century
- Fragrance Was One of the First Global Industries
- Deodorant, Like Shaving Cream, Is a Modern Development
- Origins of Haircare Are Prehistoric
- Men's Skincare Rides Revolution in Women's Skincare
Packaging and Regulation
- Differences between Men's and Women's Packaging Is Aesthetic
- Overall Regulatory Considerations
- Drug vs. Cosmetic Regulation
- Regulatory Distinctions between Drugs and Cosmetics
- Labeling
- Safety
- Efficacy
- Environmental Regulation Affecting Aerosol and Pump Sprays
Shaving Products
- Four Major Segments
- Wet Razors
- Aftershave
- Preshave
- Shaving Creams, Gels, Soaps, and Oils
- Soft Soap
- Gel
- Hard Soap
- Brushless
- Shaving Oil
- Packaging and Labeling
- Regulatory Milieu
Fragrance Products
- Men's Fragrance Is Less Rigidly Segmented Than Women's
- Fragrances Are Classed by Price and Sales Channel
- "Notes" and "Families"
- Packaging and Labeling
- Regulatory Milieu
Deodorant Products
- Product Forms
- Ingredients
- Packaging and Labeling
- Regulatory Milieu
Haircare Products
- Three Segments
- Haircoloring
- Haircoloring Ingredients
- Hairstyling Products
- Hairspray
- Hairstyling Cream, Gel, Liquid, Tonic, and Spritz
- Hair mousse
- Thinning Hair Products
- Packaging and Labeling
- Regulatory Milieu
- Eliminating Hairspray VOCs
- Regulation of OTC Thinning Hair Products
Skincare Products
- Three Segments: Facial Cleansers, Facial Moisturizers, and Hand and Body Lotions
- Facial Cleansers
- Facial Moisturizers and Hand and Body Lotions Are Similar in Formulation
- Ingredients
- Facial Moisturizers and Hand and Body Moisturizers
- Facial Cleansers
- Packaging and Labeling
- Regulatory Milieu
Bath and Shower Products
- Four Segments
- Body Washes
- Bath Additives
- After-Bath Products
- Specialty Bar Soaps
- Ingredients
- Packaging: Mass Market vs. Prestige
- Regulatory Milieu
- The market
- Figure 3-1: U.S. Retail Sales of Men's Grooming Products, 1996-2000 (dollars)
The Market
- Methodology for Sales Estimates
- Retail Sales Approach $4.3 Billion in 2000
- Table 3-1: Estimated Sales of U.S. Men's Grooming Market: 1996-2000 (dollars)
- Deodorant and Shaving Grow Fastest
- Skincare and Bath & Shower Grow at Equal Rates
- Haircare Growth Dampened by Unisex Brands
- Fragrance Growth Is Slowest
- Table 3-2: Men's Grooming Market: Estimated U.S. Retail Sales by Product Category, 1996-2000 (in millions)
Factors in Market Growth
- The Least Saturated Part of the Personal Care Market
- Demographic Influences on Men's Grooming
- Why Baby Boomers Will Be Using More Men's Grooming Products
- Younger Men Have a Different Attitude
- A Generational Divide
- Men's Grooming in the Retail Battle
- Innovative Products Help Boost Shaving Market
- Gift Sets Introduce Men to Other Grooming Categories
- Male Consumers Are Seen as More Brand Loyal
- Men Who Use Haircoloring Color More Frequently
- Changing Attitudes and Skincare
- Men's Skincare an Inevitable Line Extension
- Fragrance Also Grows Thanks to Changing Attitudes
- Survey Shows Gray Hair Is "Not Sexy."
- Introductions of All-Men's Lines Generate Excitement
- Economy a Negative Factor for Next Two Years
Projected Market Growth
- Sales to Top $5.5 Billion by 2005
- Table 3-3: Men's Grooming Market: Projected U.S. Retail Sales by Product Category, 2000-2005 (in millions)
Market Composition: By Product Category
- Shaving Responsible for 40% of Sales
- Fragrance Share Has Declined Since 1996
- Table 3-4: U.S. Men's Grooming Market: Retail Dollar Share by Product Category, 1996 vs. 2000 (percent): 6 categories
- Figure 3-2: Share of U.S. Men's Grooming Sales by Product Category, 2000 (percent): 6 categories
- Shaving Products Made Greatest Contribution to Growth
- Table 3-5: U.S. Men's Grooming Market: Contribution to Growth by5Category, 1996-2000 (dollars and percent): shaving, fragrance, deodorant, hair products, skincare, bath & shower
- Aftershave Is 23% of Fragrance at Mass Market
- Wet Razors Account for 78% of Shaving Sales
- Coloring Accounts for 72% of Mass-Market Hair Products
- Figure 3-3: Share of Men's Mass-Market Fragrance Sales by Segment, 2000 (percent): 3 segments
- Figure 3-4: Share of Men's Mass-Market Haircare Sales by Segment, 2000 (percent): 3 segments
Market Composition: By Retail Channel
- 69% of Men's Grooming Sales Occur in Mass-Market Outlets
- Mass Merchandisers Are Responsible for 45% of Sales at Mass Market
- Figure 3-5: Share of U.S. Mass-Market Men's Grooming Sales by Outlet Type, 2000 (percent): 3 outlet types
- Supermarkets Do Best with Deodorants, Poorest with Fragrances
- Table 3-6: U.S. Men's Grooming Market: Retail Outlet Share of Mass-Market Sales by Category, 2000 (percent): mass merchandisers, drugstores, supermarkets; shaving, fragrance, deodorant, hair products
Market Composition: By Season and Region
- Sales by Season: Sales Are Strongest in the Fourth Quarter
- Regional Use of Men' Grooming Products Varies by Category
- The Marketers
The Marketers
- Hundreds of Marketers Sell Men's Grooming Products
- Men's Grooming Specialists, Fragrance Companies, Toiletries Marketers
- Prestige and Mass Marketers
- Multi-Category Men's Grooming Companies
- Gillette Dominates the Industry in Mass Market
- Procter & Gamble
- Estée Lauder Leads in Prestige
- L'Oréal in Prestige and Mass Markets
- Revlon in Two Categories
- Colgate-Palmolive in Three Categories
- Smaller Multi-Category Men's Grooming Companies
- Men's Fragrance Marketers
- Shaving Marketers
- Major Marketers of Men's Haircare
- All Major Deodorant Marketers Function in Other Categories
- Men's Skincare Marketers
- Table 4-1: U.S. Men's Grooming Products: Selected Marketers, Brands, and Products, 2000
Marketer/Brand Shares of Men's Grooming
- Gillette Dominates Mass-Market Men's Grooming
- The Top Ten Marketers Account for Four of Every Ten Dollars
- Most Second-Tier Players Are in Shaving and/or Deodorant
- Of Third-Tier Marketers, All Save BIC Compete in Hair
- Table 4-2: U.S. Men's Grooming Market: Estimated Marketer Shares of Mass- Market Men's Grooming Products, 2000 (percent): 10 marketers
Marketer/Brand Shares of Men's Shaving Products
- Top Six Marketers Account for 97% of Sales
- Gillette Rules with Almost 69%
- Pfizer a Distant Second in Shaving Overall
- S.C. Johnson and BIC on Third Tier
- Colgate-Palmolive and American Safety Razor Had Shares Under 2%
- Table 4-3: U.S. Men's Grooming Market: Estimated Marketer/Brand Shares of Mass-Market Men's Shaving Product Sales, 2000 (percent): 6 marketers, 7 brands
Marketer/Brand Shares of Men's Aftershave and Fragrance
- Joh. A. Benckiser In a Class by Itself
- P&G and Unilever Trail Benckiser at Great Distance
- Seven Other Marketers with Shares Over 2%
- Table 4-4: U.S. Men's Grooming Market: Estimated Marketer/Brand Shares of Fragrance Products in Mass-Market Outlets, 2000 (percent): 10 marketers, 35 brands
Marketer/Brand Shares of Men's Deodorant
- A Concentrated Market
- Gillette, Colgate-Palmolive, and Procter & Gamble Account for 87% of Sales
- Revlon and Elizabeth Arden Are Remaining Marketers in Men's Deodorant Category
- Table 4-5: U.S. Men's Grooming Market: Estimated Marketer/Brand Shares of Mass-Market Men's Deodorant, 2000 (percent): 5 marketers, 10 brands
Marketer/Brand Shares of Men's Haircare Products
- Combe Leads with Grecian Formula and Just For Men
- All Other Marketers Have Shares of 5% or Less
- Table 4-6: U.S. Men's Grooming Market: Estimated Marketer/Brand Shares of Mass-Market Men's Haircoloring, 2000 (percent): 7 marketers, 11 brands
Competitive Profile: Beiersdorf AG
- Sales of 4.1 Billion Euros in 1999
- Seventh Place Mass-Market Skincare Company in the U.S.
- New Mass Men's Skin Line Introduced in 2001
Competitive Profile: Bristol-Myers Squibb Company
- Sales of $18 Billion in 2000
- Clairol Targets Men with Three Haircoloring Products
- Targeting Different Demographic Groups
- Clairol to P&G
Competitive Profile: Colgate-Palmolive Company
- Sales of $9.4 Billion in 2000
- Declining Shares and Limited Activity in Shaving Cream and Fragrance
- Only Deodorant Sales Grow Faster Than the Market
Competitive Profile: Combe Inc.
- Privately Held
- Familiar Brands Include Grecian Formula and Just For Men
- A Focus on Advertising Rather than Promotion
- Facing New Competition in Haircoloring
Competitive Profile: Coty Inc. (Subsidiary of Joh. A. Benckiser GmbH)
- Leading Marketer of Mass-Market Fragrances
- Mass and Prestige Brands
- More Like Fragrances Than Shaving Lotion
- Capitalizing on Adidas Moves
- Moving into Other Men's Toiletries
- Men's Body Sprays and Men's Skincare
Competitive Profile: The Estée Lauder Companies Inc.
- Sales of $4.4 Billion in Fiscal 2000
- A Global Skincare and Cosmetics Marketer
- Rule Makers and Rule Breakers: Brands for Every Prestige Niche
- The Leading Prestige Men's Grooming Marketer
- The First Men's Skincare Line: Clinique's Skin Supplies for Men
- Aramis Lab Series and Surface
- Fragrances and Toiletries in the Tommy Hilfiger Brand
- Men's Fragrances in Several Brands
Competitive Profile: The Gillette Company
- Net Sales of $9.3 Billion in 2000
- Familiar Brands in Shaving, Deodorants, Oral Care, and Batteries
- Bumpy Performance in Late 1990s
- Mach3 System
- Gillette's Deodorants
Competitive Profile: The L'Oréal Group
- Largest Beauty Products Company
- U.S. Subsidiaries L'Oréal USA and Soft Sheen, Inc.
- L'Oréal Comes Late But Aggressively into Men's Haircoloring
- Prestige and Crossover Men's Fragrances and Toiletries
- Ralph and Armani Lines Venture into Bath and Shower Category
- Men's Grooming Products inCarson Products, L'Oréal's Ethnic Line
Competitive Profile: Pfizer Inc.
- A Pharmaceutical Giant with Sales of $29.6 Billion in 2000
- Men's Grooming Products
- Barbasol's Sales Slide
Competitive Profile: Procter & Gamble
- Sales of $40 Billion in Fiscal 2000
- Company History
- Familiar P&G Brands
- New Emphasis on Personal Care, Beauty, and Health
- P&G's Men's Grooming Brands
- Old Spice Deodorants and Fragrance/Shaving Lotion
- Old Spice Having a Harder Time in Fragrance
- Giorgio of Beverly Hills: Successful "Masstige" Fragrance
Competitive Profile: Revlon Inc.
- Sales of $1.5 Billion
- Revlon History
- Mitchum Sales Flat Between 1996 and 2000
- Sell-Off of American Crew
Competitive Profile: S.C. Johnson
- Sales of $4.2 Billion in 2000
- Familiar Brands that Dominate Their Categories
- Leader in Men's Shaving Cream and Shaving Cream Overall
Competitive Profile: Société BIC
- A Fortune in Things Disposable
- First Disposable Razor
New Product Trends
- Pace of New Product Introductions: Trend is Upward, but Bumpy
- Table 4-7: U.S. Men's Grooming Market New Product Introductions by Category, 1996-2000 (numbers): 9 categories
- Full, Multi-Category Men's Grooming Lines
- Table 4-8: U.S. Men's Grooming Market New Product Trends: Multi-Category Brands, 1999 and 2000 (listing): 9 marketers; 9 brands
- Table 4-9: U.S. Men's Grooming Market Selected New Product Introductions: Fragrance-Based, 1999 and 2000 (listing): 16 marketers; 22 brands
- Licensed Brands, Designer and Celebrity Names
- Table 4-10: U.S. Men's Grooming Market Selected New Product Introductions: Licensing, 1999 and 2000 (listing): 6 marketers; 7 brands
- Men's and Women's/His & Hers
- Table 4-11: U.S. Men's Grooming Market Selected New Product Introductions: Men's and Women's, 1999 and 2000 (listing): 11 marketers; 16 brands
- Natural Introductions Are Less Common than in Women's Personal Care
- Table 4-12: U.S. Men's Grooming Market Selected New Product Introductions: Natural, 1999 and 2000 (listing): 6 marketers; 6 brands
- Sport Themes Are Common
- Table 4-13: U.S. Men's Grooming Market Selected New Product Introductions: "Sport" in Name or Sport Theme, 1999 and 2000 (listing): 11 marketers; 12 brands
- Revivals of Dormant Brands
- Table 4-14: U.S. Men's Grooming Market Selected New Product Introductions: Revivals, 1999 and 2000 (listing): 4 marketers; 4 brands
Estimated Advertising Expenditures
- $215 Million in Estimated Advertising Expenditures in 2000
- Gillette Out in Front with $58 Million
- Combe, Pfizer, and Procter & Gamble on Next Tier
- BIC, Estée Lauder, and Joh. A. Benckiser Spend Over $10 Million Each
- Six Other Marketers Spent Over $1 Million but Less Than $10 Million
Advertising Positioning
- Prestige and Mass Styles Are Very Different
- Image Is Everything in Fragrance Copy and Art
- Family Values in Calvin Klein's Eternity for Men
- Leisure and Good Looks in Nautica Latitude Longitude
- Video and the Y Generation in Op Juice Fragrance for Men
- Humor, Sex, and Nostalgia in Lucky You for Men
- Samples Common in Fragrance Print Advertising
- Skincare Made Macho in Nivea Skincare Ads
- Sports Themes Are Often Used to Help Make Grooming Masculine
- Just For Men Positioned on Convenience
Consumer Promotions
- Consumer Promotions Are Varied and Sophisticated
- Importance of Sample for New Types of Men's Grooming Products
- Publicity Events
- "Educational" Web Sites
- Gift-with-Purchase Associated with Prestige Fragrances
- Retail and Distribution
Distribution
- Distribution Paths Are Complex and Varied
- Diversion and the "Gray Market" Is Widespread in Men's Fragrance
At the Retail Level
- Retail Picture Grows More Complex
- Prestige Holds Its Own Against Mass
- Femininity of the Retail Environment
- Men Thought to Prefer Self-Service
At the Retail Level: Prestige
- Price, Selection, and Service
- Department Stores in Changing Times
- Strengths in Fragrance, Skincare, and Bath & Shower
- Specialty Stores Priced Lower, with Smaller Selection
At the Retail Level: Mass Market
- Mass Merchandisers, Drugstores, and Supermarkets
- Mass Merchandisers Offer Low Prices and Wide Selection
- Mass Merchandisers Lead in Men's Grooming
- Drugstore Share Dwindling
- Supermarkets Stay Away From the Higher Price Points
- Table 5-1: U.S. Men's Grooming Market Retail Share of Men's' Grooming by Category, 2000 (percent): mass merchandisers, drugstores, supermarkets; shaving, fragrance, deodorant, hair products
At the Retail Level: Alternative Retail
- Natural Foods Stores
- Direct Marketing
- The Internet Offers Embarrassment-Free Purchase
- The Consumer
Demographics of the Men's Grooming Consumer
- Note on Simmons Market Research Bureau Data
- The Meaning of the Profile Tables
The Men's Aftershave/Cologne Consumer
- 59 Million American Men Use Aftershave or Cologne
- Differences Among Light, Medium, and Heavy Users
- Table 6-1: Demographic Factors Favoring Men's Use of Aftershave/Cologne, by Heaviness of Use, 2000 (listing): use any, light, medium, heavy; 12 demographic factors
- Aftershave vs. Cologne
- Table 6-2: Demographic Factors Favoring Men's Use of Aftershave vs. Cologne, 2000 (listing): 2 demographic factors
- Age and Class Are Key to Brand Preferences
- Table 6-3: Demographic Factors Favoring Men's Use of Aftershave/Cologne by Brand, 2000 (listing): Aqua Velva, Gillette Series, Old Spice, Polo, Stetson; 12 factors
The Men's Shaving Product Consumer
- 64 Million Men Use Shaving Cream
- Shaving Cream by Type
- Regular—A Large, Undifferentiated Group
- Medicated—Older, Downscale
- Moisturizer/Conditioner—Younger Than Average
- Sensitive Skin—Another Young User Group
- Two Distinct Age Groups Use Tough Beard Shaving Cream
- Aloe/Lanolin Users—Young, Mildly Upscale
- Menthol Users—Oldest Group
- Table 6-4: Demographic Characteristics Favoring Use of Shaving Cream or Gel, in Total and by Type, 2000 (listing): any and 3 types; 12 demographic factors
- Table 6-4a: Demographic Characteristics Favoring Use of Shaving Cream or Gel by Type, 2000 (listing): 4 types; 12 demographic factors
- Razors: Disposable and Non-Disposable Distinguished by Income
- Table 6-5: Demographic Characteristics Favoring Use of Disposable vs. Non-Disposable Razors, 2000 (listing): 11 demographic factors
- Brand Profiles of Disposable Razor Users: Bic, Gillette, and Schick
- Table 6-6: Demographic Characteristics Favoring Use of Disposable Razors by Brand, 2000 (listing): Bic, Gillette, Schick; 12 demographic factors
- Brand Profiles of Popular Razor Systems: Gillette and Schick
- Table 6-7: Demographic Characteristics Favoring Use of Non-Disposable Razors by Brand, 2000 (listing): 4 brands; 12 demographic factors
The Men's Deodorant Consumer
- The Most Widely Used Men's Grooming Product
- Differences Among Light, Medium, and Heavy Users
- Table 6-8: Demographic Factors Favoring Use of Deodorant by Heaviness of Use, 2000 (listing): all users, light users, medium users, heavy users
- Right Guard, Mennen, Old Spice, and Gillette Lead In Popularity
- Table 6-9: Projected Numbers of Male Deodorant Users by Brand, 2000 (number): 45 brands
The Men's Hair Product Consumer
- 5.2 Million American Men Use Haircoloring; Two Age Groups
- Table 6-10: Demographic Factors Favoring Men's Use of Haircoloring, 2000 (listing): 2 demographic factors
- Permanent More Widely Used than Temporary or Semi-Permanent
- 20 Million American Men Use Hairspray
- Table 6-11: Demographic Factors Favoring Men's Use of Hairspray, 2000 (listing): 12 demographic factors
- Unisex Brands Are More Widely Used than "Male" Brands
- Around 23 Million Use Non-Spray Hairstyling Products; Most Not Specifically Male
- Brylcream, Vitalis, and V05 Users: Die Hards
- Table 6-12: Demographic Characteristics Favoring Use of Men's Hair Styling Product by Brand, 2000 (listing): Brylcream, Vitalis, VO5
- Gel Is the Most Popular Product Type Other Than Spray
- Table 6-13: Demographic Factors Favoring Use of Hairstyling Products by Type, 2000 (listing): all users, 6 types; 12 demographic factors
Appendix I: Examples of consumer and trade advertising and promotions
Appendix II: Addresses of selected marketers
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