• Scope and Methodology
  
  • Market Parameters
  • Report Methodology
  
  
• The Market
  
  • Retail Sales to Near $10 Billion by 2008
  • 2003 IRI-Tracked Mass-Market Sales at $2.3 Billion
  • Shaving and Fragrance Categories Dominate Market
  • Figure 1-1: Share of Total U.S. Retail Sales of Men’s Grooming Products by Category, 2003 (percent)
  • Shaving Category Returns Half of Mass-Market Sales
  • Product Usage Skewed by Age
  • Heavy Marketing, Light Returns
  • Mass-Market Retail “Anti-Merchandising” Stymies Market
  
  
• The Marketers
  
  • Marketer Overview
  • Gillette in a League of Its Own
  • Major Personal Care Marketers
  • Most Fragrance Marketers Based in Department Stores
  • Gillette Dominates Mass Market
  • Figure 1-2: Marketer Shares of U.S. Mass-Market Sales of Men’s Grooming Products, 2003 (percent)
  • The High-Tech Wars
  • Pressure from the Sides
  
  
• Marketing & Retail Trends
  
  • High Rate of New Product Introductions
  • Age Segmentation Focuses Mainly on Young Men
  • Older Men Also in the Sights
  • Tech-ing Up
  • E-Commerce: More Than a Trend
  • Measured Advertising Expenditures Top $382 Million
  • High-Testosterone Advertising Themes Still Rule
  • Getting the Girl
  • More Evolved Advertising
  
  
• The Consumer
  
  • 69% of Men Use Shaving Cream/Gel
  • Usage Skews by Gender
  • Figure 1-3: Male Usage Rates for Selected Grooming Product Classifications, 2003 (U.S. adult males)
  
  
• Looking Ahead: Trends and Opportunities
  
  • Mass-Market Retail Development Is Critical
  • Cross-Category Masterbranding
  • Compelling New Products
  • Market Segmentation and Product Positioning

Chapter 2: The Products

• Introduction
  
  • Scope of Report: Six Product Categories
  • IRI Breakouts Used for Market Quantification
  • Products Excluded
  • Products Also Classified by Distribution Class
  • Prestige Product Overlap
  • Specialty Ingredients
  • Packaging and Labeling
  • Gift Sets
  
  
• Shaving Products
  
  • Five Product Segments
  • Razors
  • Shaving Cream
  • Electric Shavers & Trimmers
  • Shaving Product Packaging
  
  
• Fragrance Products
  
  • Two Market Segments
  • Fragrance Variations
  • Body Sprays
  • Aftershaves, Preshaves, and Talc
  • Mass vs. Class
  • Fragrance Packaging
  
  
• Deodorant Products
  
  • Deodorant vs. Antiperspirant
  • Body Sprays and Wipes
  • Natural Ingredients
  • Deodorant Packaging
  
  
• Haircare Products
  
  • Three Segments
  • Haircoloring Products
  • Gradual Formulations
  • Temporary, Semi-Permanent, and Permanent Colorings
  • Hair-Growth Products
  • Hairstyling Products
  • Shampoos & Conditioners
  • Haircare Product Packaging
  
  
• Skincare Products
  
  • Category Definition
  • Facial Moisturizers and Hand and Body Lotions
  • Facial Cleansers
  • Depilatories, Lip Balm, and Suncare Products
  • Skincare Product Packaging
  
  
• Bath & Shower Products
  
  • Category Definition
  • Body Washes
  • Specialty Soaps
  • Multifunctional Products
  • Bath & Shower Product Packaging
  
  Product Regulation
  
• • Overview
  • Drug vs. Cosmetic Regulation
  • Regulation by Product Type
  • Most Products Treated as Cosmetics
  • Deodorants/Antiperspirants: Aluminum Compounds Under Scrutiny
  • Haircoloring Products Closely Watched
  • Hair-Growth and Thinning-Hair Product Claims Restricted
  • Cosmeceuticals Fly Under FDA Radar
  • Environmental Regulation of Aerosol and Pump Sprays

Chapter 3: The Market

• Market Size and Growth
  
  • Retail Sales of Men’s Grooming Products Sluggish Overall
  • Table 3-1: U.S. Retail Sales of Men’s Grooming Products, 1999-2003 (in millions of dollars)
  • Figure 3-1: Sales Growth Rates for U.S. Mass-Market Men’s Grooming Products: By Category, 1999-2003 (percent)
  • 2003 IRI-Tracked Mass-Market Sales at $2.3 Billion
  • Table 3-2: IRI-Tracked Sales of Men’s Grooming Products, 1999-2003 (in millions of dollars)
  • Mass-Market Shaving Product Sales at $1.1 Billion
  • Table 3-3: IRI-Tracked Sales of Men’s Shaving Products, 1999-2003 (in millions of dollars)
  • Smallest Segment Charts Biggest Percentage Gains
  • Table 3-4: IRI-Tracked Sales of Men’s Refill Razor Blades, 1999-2003 (in millions of dollars)
  • Table 3-5: IRI-Tracked Sales of Men’s Disposable Razors, 1999-2003 (in millions of dollars)
  • Table 3-6: IRI-Tracked Sales of Men’s Shaving Cream, 1999-2003 (in millions of dollars)
  • Table 3-7: IRI-Tracked Sales of Men’s Razors, 1999-2003 (in millions of dollars)
  • Table 3-8: IRI-Tracked Sales of Men’s Electric Shavers & Trimmers, 1999-2003 (in millions of dollars)
  • Mass-Market Men’s Deodorant Sales at $577 Million
  • Table 3-9: IRI-Tracked Sales of Men’s Deodorant, 1999-2003 (in millions of dollars)
  • Mass-Market Men’s Fragrance Product Sales Up 7% in 2003
  • Table 3-10: IRI-Tracked Sales of Men’s Fragrance Products, 1999-2003 (in millions of dollars)
  • Shaving Lotion/Cologne/Talc Segment Up, Men’s Gift Packs/Sets Down
  • Table 3-11: IRI-Tracked Sales of Men’s Shaving Lotion/Cologne/Talc, 1999-2003 (in millions of dollars)
  • Table 3-12: IRI-Tracked Sales of Men’s Gift Packs/Sets, 1999-2003 (in millions of dollars)
  • Mass-Market Men’s Haircare Product Sales Stall
  • Table 3-13: IRI-Tracked Sales of Men’s Haircare Products, 1999-2003 (in millions of dollars)
  • Table 3-14: IRI-Tracked Sales of Men’s Haircoloring Products, 1999-2003 (in millions of dollars)
  • Table 3-15: IRI-Tracked Sales of Men’s Hair-Growth Products, 1999-2003 (in millions of dollars)
  • Table 3-16: IRI-Tracked Sales of Men’s Hairstyling Products, 1999-2003 (in millions of dollars)
  • Men’s Bath & Shower and Skincare Categories Going Strong
  • Table 3-17: IRI-Tracked Sales of Men’s Bath & Shower Products, 1999-2003 (in millions of dollars)
  • Table 3-18: IRI-Tracked Sales of Men’s Skincare Products, 1999-2003 (in millions of dollars)
  
  
• Market Composition
  
  • Shaving and Fragrance Categories Dominate Market
  • Figure 3-2: Share of Total U.S. Retail Sales of Men’s Grooming Products by Category, 2003 (percent)
  • Shaving Category Returns Half of Mass-Market Sales
  • Table 3-19: Share of U.S. Mass-Market Sales of Men’s Grooming Products by Category, 1999 vs. 2003 (percent)
  • Disposable Razors Gaining Share in Shaving Category
  • Table 3-20: Share of U.S. Mass-Market Sales of Men’s Shaving Products Category by Segment, 1999 vs. 2003 (percent)
  • Shaving Lotion/Cologne/Talc Segment Outperforms Men’s Gift Packs/Sets
  • Figure 3-3: Share of U.S. Mass-Market Sales of Men’s Fragrance Category by Segment, 1999 vs. 2003 (percent)
  • Men’s Haircoloring Segment Gaining Share
  • Table 3-21: Share of U.S. Mass-Market Sales of Men’s Haircare Products Category by Segment, 1999 vs. 2003 (percent)
  • Mass-Market Outlets Gaining in Share
  • Figure 3-4: Share of U.S. Men’s Grooming Product Sales by Retailer Type, 2003 (percent)
  • Product Usage Skewed by Age
  • Table 3-22a: Male Usage Indices for Selected Grooming Products: By Age Bracket, 2003 (U.S. adult males)
  • Table 3-22b: Male Usage Indices for Selected Grooming Products: By Age Bracket, 2003 (U.S. adult males)
  • Minority Men Up Front
  • Table 3-23: Male Usage Indices for Selected Grooming Products: By Race/Ethnicity, 2003 (U.S. adult males)
  • A Western Skew for Some Product Types
  • Table 3-24: Male Usage Indices for Selected Grooming Products: By Region, 2003 (U.S. adult males)
  • Middle-Income Groups Falling Through the Cracks
  • Table 3-25a: Male Usage Indices for Selected Grooming Products: By Individual Income Bracket, 2003 (U.S. adult males)
  • Table 3-25b: Male Usage Indices for Selected Grooming Products: By Individual Income Bracket, 2003 (U.S. adult males)
  • Household Sizes Reflect Age Skews
  • Table 3-26: Male Usage Indices for Selected Grooming Products: By Household Size, 2003 (U.S. adult males)
  
  
• Factors to Market Growth
  
  • Heavy Marketing, Light Returns
  • The Young Male Target
  • Table 3-27: Projected U.S. Male Population by Age Bracket, 2000-2010 (in thousands)
  • Untapped Targets
  • The Nontraditional Male
  • The Ethnic Male
  • The Aging Male
  • Male-Oriented Media Tell Men “It’s OK to Primp”
  • Mass-Market Retail “Anti-Merchandising” Stymies Market
  • E-Commerce Kudos
  • Figure 3-5: Projected U.S. Retail Sales of Men’s Grooming Products, 2003-2008 (in millions of dollars)
  
  
• Projected Market Growth
  
  • Retail Sales to Near $10 Billion by 2008
  • Table 3-28: Projected U.S. Retail Sales of Men’s Grooming Products, 2003-2008 (in millions of dollars)
  • Bath & Shower and Skincare Categories to Pace Market Growth
  • Table 3-29: Projected U.S. Retail Sales of Men’s Grooming Products by Category, 2003-2008 (in millions of dollars)

Chapter 4: The Marketers

• Marketer Overview
  
  • Numbers and Types
  • Gillette in a League of Its Own
  • Other Shaving Product Contenders
  • Global Personal Care Marketers
  • Other Leading Personal Care Players
  • Most Fragrance Marketers Based in Department Stores
  • Specialty Store Lines
  • Direct-Sales Outfits
  • Niche Marketers in Natural and Organic
  • Table 4-1: U.S. Men’s Grooming Products: Selected Marketers, Brands, and Products, 2003
  
  
• Marketer and Brand Shares
  
  • Methodology
  • Gillette Dominates Mass Market
  • Figure 4-1: Marketer Shares of U.S. Mass-Market Sales of Men’s Grooming Products, 2003 (percent)
  • Gillette on Top in Shaving Category
  • Figure 4-2: Marketer Shares of U.S. Mass-Market Sales of Men’s Shaving Products, 2003 (percent)
  • Figure 4-3: Marketer Shares of U.S. Mass-Market Sales of Men’s Electric Shavers/Trimmers, 2002 vs. 2003 (percent)
  • Deodorant Category Less Top-Heavy
  • Men’s Fragrance Category Highly Fragmented
  • Combe Leads Haircare Category and Haircoloring Segment
  • Figure 4-4: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Haircare Products, 2003 (percent)
  • Few Mass-Market Players in Men’s Skincare and Bathcare
  • Department Store Marketer Rankings
  • Specialty Store Marketer Rankings
  • Direct-Sales Marketer Rankings
  • Table 4-2: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Refill Razor Blades, 2002 vs. 2003 (percent)
  • Table 4-3: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Disposable Razors, 2002 vs. 2003 (percent)
  • Table 4-4: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Shaving Cream, 2002 vs. 2003 (percent)
  • Table 4-5: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Deodorant, 2002 vs. 2003 (percent)
  • Table 4-6: Marketer Shares of U.S. Mass-Market Sales of Men’s Fragrances, 2003 (percent)
  • Table 4-7: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Shaving Lotion/Cologne/Talc, 2002 vs. 2003 (percent)
  • Table 4-8: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Gift Packs/Sets, 2002 vs. 2003 (percent)
  • Table 4-9: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Haircoloring Products, 2002 vs. 2003 (percent)
  • Table 4-10: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Hair-Growth Products, 2002 vs. 2003 (percent)
  • Table 4-11: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Hairstyling Products and Shampoo, 2002 vs. 2003 (percent)
  • Table 4-12: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Bath & Shower Products, 2002 vs. 2003 (percent)
  • Table 4-13: Marketer and Brand Shares of U.S. Mass-Market Sales of Men’s Skincare Products, 2002 vs. 2003 (percent)
  
  
• Competitive Overview
  
  • A Top-Heavy Market
  • Trimming the Fat
  • The High-Tech Wars
  • Pressure from the Sides
  • Competitive Focus: Men’s Electric Shavers & Trimmers
  • Rayovac Buys Remington
  • Competitive Trends
  • Technology/Convenience Features Drive New Product Development
  • Online Stores a Key Strategic Component

Chapter 5: Competitive Profiles

• Competitive Profile: Beiersdorf
  
  • Corporate Overview
  • Nivea for Men Another Market Pioneer
  • Enter La Prairie for Men
  
  
• Competitive Profile: Combe, Inc.
  
  • Corporate Overview
  • A Top-Ranked Player in Men’s Grooming
  • Covering All Age Bases in Men’s Haircoloring
  • Vintage Brand Leveraging?
  
  
• Competitive Profile: Coty, Inc.
  
  • Corporate Overview
  • Number Seven in Men’s Grooming
  • Adidas Coty’s Ticket to Men’s Grooming Masterbranding
  
  
• Competitive Profile: Estée Lauder Cos., Inc.
  
  • Corporate Overview
  • On Top in Prestige Male Grooming
  • Building on Aramis
  • Origins and Aveda Also Target Men’s Grooming
  • A Flow of Men’s Fragrances
  
  
• Competitive Profile: The Gillette Co.
  
  • Corporate Overview
  • Men’s Grooming Masterbranding and Big-Ticket Promotions
  • Mach 3 Turbo Wet Razor in Marketing Overdrive
  • Gillette Sensor 3 Disposable Razor Scales Up the Segment
  • Facing Off Against Energizer/Schick
  • Skin Renewal Version Joins Shaving Cream Line
  • Deodorant Efforts Aimed at Xtreme Young Men
  • FreeGlider and Syncro Pace Electric Shavers
  • On the Web
  
  
• Competitive Profile: Norelco Consumer Products Co.
  
• (Philips Electronics North America Corp.)
  
  • Corporate Overview
  • Marketing Strategy Based on Innovation, Consumer Research—and Big Promotional Bucks
  
  
• Competitive Profile: The Procter & Gamble Co.
  
  • Corporate Overview
  • Men’s Grooming Masterbranding
  • The Road Ahead
  
  
• Competitive Profile: Remington Products Co. (Rayovac Corp.)
  
  • Corporate Overview
  • Life Under Rayovac
  
  
• Competitive Profile: Schick-Wilkinson Sword
  
• (Energizer Holdings, Inc.)
  
  • Corporate Overview
  • Schick Xtreme 3 Posts Strong Showing
  • Enter Quattro
  
  
• Competitive Profile: Unilever
  
  • Corporate Overview
  • The “Path to Growth” Strategy
  • Unilever a Top Three Men’s Grooming Products Marketer
  • Enter Axe
  • Degree Ties in with Ironman Events
  • Value-Priced Suave for Men: “100% Not Girly”

Chapter 6: Marketing & Retail Trends

• Marketing and New Product Trends
  
  • High Rate of New Product Introductions
  • Table 6-1: U.S. Market for Men’s Grooming Products: Number of New Product Introductions by Category, 1999-August 2003 (number and percent)
  • Age Segmentation Focuses Mainly on Young Men
  • Older Men Also in the Sights
  • Tech-ing Up
  • Environmental Protection
  • Product Suites Cross Category Lines and Leverage Designer Names
  • Ethnic Targeting
  • E-Commerce: More Than a Trend
  • Table 6-2: U.S. Market for Men’s Grooming Products: Selected New Product Introductions, 2002-Fall 2003
  
  
• Consumer Advertising Trends
  
  • Measured Expenditures Top $382 Million
  • Top Three Marketers Account for Over Half of Spending
  • Table 6-3: Marketer Shares of National Consumer Advertising Expenditures for Men’s Grooming Products, 2002 (percent)
  • Gillette Out Front at $99 Million
  • Procter & Gamble on Second, Unilever on Third
  • Second-Tier Men’s Grooming Adspends
  • Other Million-Dollar Plus Spenders
  • High-Testosterone Advertising Themes Still Rule
  • Competitive Performance
  • Getting the Girl
  • Haircolor Also Positioned on Convenience
  • Norelco Santa Ads Back on TV
  • Prestige Product Advertising More Refined
  
  
• Consumer and Trade Promotions
  
  • Consumer Promotions Intensive and Varied
  • Sampling and Sweepstakes
  • Prestige-Level Promotions
  • On the Web
  • Public Relations
  • Trade Advertising and Promotion
  
  
• Retail Trends
  
  • Distribution Basics
  • “Gray Market” Diversion Widespread in Fragrance Category
  • Problems at Retail
  • Mass-Market Retailer Trends
  • Figure 6-1: Share of U.S. Men’s Grooming Product Sales by Retailer Type, 2003 (percent)
  • The Mass-Market Divide
  • Department Store Trends
  • Specialty Store Trends
  • Direct-Marketing Trends
  • Internet Trends
  • Table 6-4: Selected E-Commerce Websites for Men’s Grooming Products, November 2003

Chapter 7: The Consumer

• Consumer Overview
  
  • The Simmons Survey System
  • 69% of Men Use Shaving Cream/Gel
  • Usage Skews by Gender
  • Figure 7-1: Male Usage Rates for Selected Grooming Product Classifications, 2003 (U.S. adult males)
  • Table 7-1: Usage Rates for Selected Grooming Product Classifications: Men vs. Women, 2003 (U.S. adults)
  
  
• Category Focus: Shaving Products
  
  • Edge Gel the Brand Leader at 19%
  • Gillette Mach 3 the Brand Leader at 21%
  • Downscale Demographics for Disposable Razors
  • Older, Affluent Skew for Electric/Battery Shavers
  • Table 7-2: Male Usage Rates for Selected Shaving Cream/Gel Classifications, 2003 (U.S. adult males)
  • Table 7-3: Male Usage Rates for Selected Refill Razor Blade Classifications, 2003 (U.S. adult males)
  • Table 7-4: Demographic Characteristics Favoring Use of Refill Razor Blades, 2003 (U.S. adult males)
  • Table 7-5: Male Usage Rates for Selected Disposable Razor Classifications, 2003 (U.S. adult males)
  • Table 7-6: Demographic Characteristics Favoring Use of Disposable Razors, 2003 (U.S. adult males)
  • Table 7-7: Male Usage Rates for Selected Electric & Battery Shaver Classifications, 2003 (U.S. adult males)
  • Table 7-8: Demographic Characteristics Favoring Use of Electric & Battery Shavers, 2003 (U.S. adult males)
  
  
• Category Focus: Fragrance Products
  
  • 37% Use Aftershave
  • Old Spice vs. Calvin Klein
  • Table 7-9: Male Usage Rates for Selected Aftershave/Cologne Classifications, 2003 (U.S. adult males)
  • Table 7-10: Demographic Characteristics Favoring Use of Aftershave/Cologne, 2003 (U.S. adult males)
  • Table 7-11: Demographic Characteristics Favoring Use of Aftershave/Cologne by Brand: Old Spice, 2003 (U.S. adult males)
  • Table 7-12: Demographic Characteristics Favoring Use of Aftershave/Cologne by Brand: Calvin Klein, 2003 (U.S. adult males)
  • Table 7-13: Demographic Characteristics Favoring Use of Aftershave/Cologne by Brand: Gillette Series, 2003 (U.S. adult males)
  • Table 7-14: Demographic Characteristics Favoring Use of Aftershave/Cologne by Brand: Avon, 2003 (U.S. adult males)
  
  
• Category Focus: Deodorant/Antiperspirant Products
  
  • 60% Use Scented Deodorant
  • 15% Use Mennen Speed Stick
  • Table 7-15: Male Usage Rates for Selected Deodorant/Antiperspirant Classifications, 2003 (U.S. adult males)
  
  
• Category Focus: Haircare Products
  
  • 16% Rate for Head & Shoulders
  • Younger, Single Skew for Hair Conditioners
  • Hair Gel vs. Hairspray
  • Home Haircoloring a Niche Segment
  • Table 7-16: Male Usage Rates for Selected Shampoo Classifications, 2003 (U.S. adult males)
  • Table 7-17: Male Usage Rates for Selected Hair Conditioner/Treatment Classifications, 2003 (U.S. adult males)
  • Table 7-18: Demographic Characteristics Favoring Use of Hair Conditioner/Treatment, 2003 (U.S. adult males)
  • Table 7-19: Male Usage Rates for Selected Hairstyling Product Classifications, 2003 (U.S. adult males)
  • Table 7-20: Demographic Characteristics Favoring Use of Hairstyling Products Other than Hairspray, 2003 (U.S. adult males)
  • Table 7-21: Male Usage Rates for Selected Hairspray Classifications, 2003 (U.S. adult males)
  • Table 7-22: Demographic Characteristics Favoring Use of Hairspray, 2003 (U.S. adult males)
  • Table 7-23: Male Usage Rates for Selected Home Haircoloring Product Classifications, 2003 (U.S. adult males)
  • Table 7-24: Demographic Characteristics Favoring Use of Home Haircoloring Products, 2003 (U.S. adult males)
  
  
• Category Focus: Skincare Products
  
  • Minorities Are Prime Users of Moisturizers
  • College-Age Men Are Prime Users of Facial Cleansers
  • 26% Use Sunblock Products
  • Coppertone and Competitors
  • Table 7-25: Male Usage Rates for Selected Moisturizer Product Classifications, 2003 (U.S. adult males)
  • Table 7-26: Demographic Characteristics Favoring Use of Moisturizers, 2003 (U.S. adult males)
  • Table 7-27: Male Usage Rates for Selected Facial Cleanser Classifications, 2003 (U.S. adult males)
  • Table 7-28: Demographic Characteristics Favoring Use of Facial Cleansers, 2003 (U.S. adult males)
  • Table 7-29: Male Usage Rates for Selected Suncare Product Classifications, 2003 (U.S. adult males)
  • Table 7-30: Demographic Characteristics Favoring Use of Suncare Products, 2003 (U.S. adult males)

Chapter 8: Looking Ahead

• Trends and Opportunities
  
  • Mass-Market Retail Development Is Critical
  • Cross-Category Masterbranding
  • Compelling New Products
  • The Convenience Card
  • Market Segmentation and Product Positioning
  • Revivals of Dormant Brands
  
  
• Appendix: Addresses of Selected Marketers