The U.S. Market for Men's Grooming Products
Sep 1, 2001
278 Pages - Pub ID: LA378195
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  1. 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
  2. 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
  3. 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
  4. 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
  5. 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
  6. 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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