Marketing is essential to cracking men's grooming, claims analyst
Although little has been written on the men's grooming segment recently, NPD analyst Karen Grant says there are still plenty of opportunities for companies with the right approach.
There was a time when men's grooming was the talk of the town, but with big players such as P&G citing slow sales in its men's grooming category as one of the reasons for a lack lustre performance, it does not seem as if the promised dividends have arrived.
However, Grant says that opportunities are still abundant, but the key to success lies in taking the right approach to marketing products in ways that men can relate to easily.
