The men’s grooming trend has taken off, from the US, across Europe, and on to Asia, where the biggest market share lies, and this has played a key role in the way many manufacturers, and now ingredient companies, are designing their product lines.
Targeted line
As such, the Netherlands-headquartered firm which has bases throughout the US, is introducing its Male Fundamentals range, designed to help formulators create specific styling and grooming options for men around the world.
The reason behind this is that as the market for men's personal grooming and hair styling products is booming, and with more product options than ever currently being targeted at male consumers, suppliers need to match manufacturer demand, by helping to determine and formulate products that will best suit their individual styling preferences and grooming habits.
“Male Fundamentals, a strategic concept created by AkzoNobel Personal Care, is designed to help formulators become better acquainted with this dynamic and growing styling segment,” says the ingredients firm.
Consumer research
In developing this concept, AkzoNobel Personal Care carried out extensive consumer research to explore the styling needs, product preferences and grooming habits of male consumers across the globe.
Men from America, Asia, Europe and Latin America participated in the study, which increased the understanding of men's needs related to hair grooming and styling products, the motivation behind current styling product purchases, and the desired consumer experience related to men's styling products.
It also looked at the tips, tricks and language used by men in each global region to articulate achieving the perfect style and look, and how ethnicity affects product perceptions through the use of focus groups.
"We paired the findings of our consumer study with AkzoNobel's formulating expertise to create 12 new styling formulations designed to meet the specific needs of male consumers in America, Asia, Europe and Latin America," stated Laurie Marshall, Global Marketing Manager, Personal Care Applications.
"Knowing the styling preferences and grooming habits of male consumers in every major market is essential to formulating new styling successes."