Men’s grooming on the rise in North America
Responding to a male grooming article in the New York Times, entitled “Men’s Cosmetics becoming a bull market”, Dr. Yuly Gorodisky, noted the increased and unabashed use of cosmetics by men, and how this may be linked with men’s growing interest in plastic surgery.
“It is clear that the natural progression from cosmetics to plastic surgery is a concept men are increasingly embracing.”
The original article in The NY Times, explores the use of cosmetics in men’s everyday routines.
Research displays the growth
Market research company Euromonitor, released figures last year showing American consumers had spent $4.8bn on men’s grooming products, a figure which has doubled over the last decade.
However, while growth is expected to continue, the majority of purchases appear to be made online due to men’s reluctance to go to the shops to purchase, which has seen the birth of many online delivery services, according to research from Mintel.
Within the men’s segment, Euromonitor said skin care was seeing the largest success. According to last year’s report the category had quintupled over the last ten years to $217m.
Success has prompted big brand involvement
The growth has seen many of cosmetics’ largest players entering the market. Big brands such as Jean Paul Gaultier, Yves Saint Laurent and Clinique have all introduced their own range of products for men.
Most recently, CosmeticsDesign.com USA reported on P&G’s expansion of the Olay brand, shifting the core focus away from solely female customers and extending it to male personal care and grooming products.
Olay is the skin care leader in the US, UK and China markets, and has been extending its reach in the market to establish itself as a leader in the anti-aging segment.
