Tuesday, 23 November 2010
Interesting salon experience.
http://www.belfasttelegraph.co.uk/community-telegraph/entertainment/lifestyle/male-grooming-salon-opens-14018941.html
Dove.
About Dove men+care and competitors.
http://fashioninmotion.wordpress.com/2010/02/12/dove-men-care/
http://fashioninmotion.wordpress.com/2010/02/12/dove-men-care/
Sunday, 21 November 2010
Interesting Articles
The Guardian (London) - Final Edition
August 26, 2010 Thursday
Spending: Life's little luxuries resist the downturn: Underwear, alcohol, pets and beauty treatments high on consumer shopping lists
BYLINE: Zoe Wood
According to the report, penny-pinching during the recession did not diminish our desire to look our best. Mintel's analysts highlight a growing preoccupation among adults with their appearance. Britons splashed out more than £13bn on trips to the hairdresser, make-up and other cosmetics last year - £216 per head.
We have spent 50% more on trips to hairdressing and beauty salons in the last decade while make-up sales have doubled to reach £1.3bn. The desire to invest in looking good is not a just a female condition with the men's grooming market now worth almost £850m last year, having grown nearly 50% over the same period.
WWD Supplements
June 18, 2010
THE BEAU IDEAL
BYLINE: Jennifer Weil; - with contributions by MOODBOARD
SECTION: MEN'S SPECIAL REPORT; Pg. 28 Vol. 199 No. 127 ISSN: 0149-5380
LENGTH: 2976 words
HIGHLIGHT: AS ONE OF THE FASTEST-GROWING MEN'S GROOMING MARKETS IN THE WORLD, EUROPE REPRESENTS NOT JUST A RED-HOT SALES OPPORTUNITY, BUT A TEMPLATE FOR BOOSTING GROWTH IN NORTH AMERICA, AS WELL.
The men's grooming and fragrance market is flexing its muscles in Europe, and a growing number of brands are taking interest.
Over the next few months alone, major players such as Chanel, Guerlain, Dolce & Gabbana, Davidoff and Marc Jacobs are introducing new masculine scents. Nuxe is among the brands recently launching treatment lines for men, while others like Gillette are bulking up such skin care offerings.
Gone are the days when a guy furtively applied his girlfriend's face cream behind closed doors. Today, European men are bolder, venturing in greater number to shop for their own brands of beauty—either in-store or online. They're not just snapping up the basics, either, but buying and using more sophisticated treatment offers.
“We're reaching what we'd call a tipping point,” says Jean-Jacques Lebel, executive vice president and managing director of L'Oréal's
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Consumer Products division. “Things are really happening in a big way. There's a point where there is a critical mass of men and word of mouth, and it's becoming absolutely acceptable for men to use men's products. It is now.”
There's a tradition of men in Europe (especially “Latin” Europe, such as France, Italy and Spain) wearing fragrance and, in some markets, like the U.K., ingrained grooming rituals.
“European men have a long-established reputation for appearance consciousness,” says Mark Whalley, Datamonitor consumer analyst. “Although this may be driven partially by cliché& evidence suggests that it has some basis in reality. Interestingly, however, at the same time, there is a certain degree of self-satisfaction and carefree-ness about many European males' attitudes and behaviors over their appearance. These seeming contradictions suggest that there remains a tension between feminized and traditional male values over appearance, but also that attitude-behavior gaps exist that suggest possible openings for industry players to further exploit men's appearance-management concerns.”
The men's grooming category in Europe is already sizeable. Euromonitor reports it pulled in $8.47 billion in retail sales last year in Western Europe, up 1.9 percent versus 2008. Lebel estimates the business has developed by 50 percent in five years.
“It's probably the fastest growing of most markets where we operate,” says Lebel.
These days, it is impossible to make vast generalizations about men's beauty buying habits across Europe. “Cultural barriers in certain European countries are lower, leading to a wider spread and more open [acceptance] of appearance-conscious attitudes and behaviors among men,” says Datamonitor's Whalley.
In a consumer survey the tracking firm conducted in Europe in April and May 2009, men were asked about the importance of looking their best in day-to-day life. Responses varied from country to country, with the percentage of guys answering “important” or “very important” coming in at 35 percent for Sweden, 39 percent for France, 40 percent for the U.K. and—topping the list—63 percent for Russia. The total global average was 53 percent for men versus 70 percent for women who were posed the same query.
Beiersdorf's Nivea for Men is another skin care brand notching up strong gains in Europe.
“Face care is growing by more than 10 percent,” says Inken Hollmann-Peters, international vice president for brand marketing at Beiersdorf, adding the segment is luring new (including older) consumers.
Overall, the men's grooming category's product development largely echoes the evolution of the women's treatment market—which became increasingly segmented—years ago. Executives note that, as of two to five years ago, there have been fewer barriers to entry.
“In the past, some men probably thought if they use a face cream, they wouldn't come across as very masculine,” says Hollmann-Peters, who explains that today, men equate looking good with being more successful in life. “So they're daring even more to take care of themselves.”
She adds Beiersdorf finds consumers in the U.S. (where the company has not yet entered men's categories such as hair care or deodorant) are not as sophisticated, in terms of their usage of care products, as some of their Western European counterparts.
“Whereas in France or the U.K. or Germany, antiage is much stronger,” says Hollmann-Peters.
Still, among marketers' greatest hurdles is getting European men to be even more adventuresome in the types of products they use. There have been some breakthroughs of late, with certain relatively sophisticated offerings being strong sellers in Europe. L'Oréal
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Paris' Men Expert Eye Roll-On, billed as a cooling product to fight wrinkles and under-eye bags, for instance, “is a great success,” says Lebel. “We're concentrating on skin care—[value-added] skin care—because we think that's where we can offer an edge.”
There's also a burgeoning men's deodorant business in Europe. Men Expert is introducing a short line of roll-ons and sprays with a 48-hour antiperspirant claim in parts of Western Europe.
“It's extremely promising,” says Lebel.
Meanwhile, this spring, Beiersdorf launched its high-tech Silver Protect line for men, whose products contain an antibacterial formula with silver molecules, to “excellent” results, says Hollmann-Peters.
Companies are focusing on aftershaves, as well. L'Oréal
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has a few products in the category, which it's leveraging as an extension of its skin care strength. Other personal care categories, such as shower products, are evolving, too. Beiersdorf last year introduced a three-in-one item, called Active 3, which the company claims to be the first in the segment with a triple benefit, including shave prep to facilitate body grooming.
While mass skin care continues its growth trajectory, the prestige treatment market has proven more challenging in Europe.
“We're reaching a tipping point,” says L'Oréal's
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Jean-Jacques Lebel, who estimates the business has grown 50 percent in five years. “Things are really happening in a big way.”
Philippe Benacin, chairman and chief executive officer of Inter Parfums SA, estimates the selective skin care market remains tiny and has been flat for a few years now.
Inter Parfums purchased high-end men's skin care brand Nickel in 2004. At the time, the prestige grooming segment for males was expected to grow at plus-15 or 20 percent annually, says Benacin. “We thought it would become something consistent, like 10 percent or 20 percent of the whole size of the skin care market. But actually, it has maybe stayed at 1 percent to 3 percent,” he explains.
Part of the sector's steep competition is due to the lure of lower price points of skin care for men in channels such as pharmacies and grocery stores.
“Men probably are not ready to spend as much for skin care as women are,” says Benacin. “On top of it, you have many newcomers, which makes it complicated to maintain market share at 7 or 8 or 10 [percent].”
Cultural differences account for the anemic sales, too. “Unlike in Asia—a major market where skin care is completely embedded in the male routine of beauty—Europe stops at shaving,” says Véronique Gabai-Pinksy, global brand president for Aramis and Designer Fragrances, BeautyBank and IdeaBank at the Estée Lauder Cos. Inc. “The challenge for us is to start educating the male consumer on how you can enhance the shaving experience and therefore compliment it with an element of treatment.”
In Europe, Lauder's Lab Series men's skin care brand rings up most of its sales in the shaving category, while treatment is a far second. (That differs from the U.S., where the brand's two most important categories are shaving and treatment. “Cleansing is a little less embedded in the culture or the habits,” Gabai-Pinsky says. “Body or hair care is not something that men necessarily buy in prestige.”)
The good news from Europe is that Lab Series is clocking double-digit gains. A recent hit is Lab Series' Max LS antiaging product. In May in Spain's El Corte Inglés, for instance, it was the department store's number-one stockkeeping unit in men's skin care. Gabai-Pinsky chalks its success up to the product's high-performance, one-product-does-all nature and single message.
She says Lauder is working on developing a product with benefits embedded in the shaving experience. Gabai-Pinsky notes that, when there's a product giving a variety of benefits and immediate results, “the European [male] consumer starts acting a little bit like the Asian consumer, and goes for it.”
That being said, there can be vast differences in shopping patterns from one European country—or even zone—to the next.
“It's much easier for me to develop my grooming and skin care business in continental Europe than it is in Russia, for example,” says Gabai-Pinsky. “There's very little knowledge, understanding or desire for this type of product in emerging Europe.”
The men's fragrance front appears somewhat brighter, with marketers reporting ample room for gains. Last year, its estimated size in Europe was $5.1 billion (with $3.06 billion generated from premium scents, the remainder from mass)—just less than half the estimated $10.1 billion for the European women's scent business, according to Datamonitor. The tracking firm expects the male segment to outpace the female category, with average yearly gains of 2.6 percent and 2 percent, respectively, through 2014.
The European men's prestige fragrance market has been flat on average over the last five years, estimates Benacin, who adds the European prestige women's fragrance market has been flat, as well.
“The market environment continues to be tough around the world and in Europe,” says Patrice Louvet, president of the P&G Global Prestige Products Division.
Executives note increased competition for prestige fragrances from other categories, such as technology. “The share of voice is very expensive—much more so than in the past,” says Philippe Benacin.
Executives note increased competition for prestige fragrances from other categories, such as technology, with the advent of iPhones, for instance.
“The share of voice is very expensive—much more than in the past,” says Benacin. “So it's more complicated to be seen.”
Meanwhile, strong trends in male prestige fragrance shopping keep bubbling up.
“Consumers gravitate to brands they know and trust, but well-rounded new propositions still generate significant momentum,” says Louvet. He highlights the continued success of P&G's classic lines, such as Hugo Boss Bottled, Hugo Man and Dolce & Gabbana Light Blue Pour Homme. And when it comes to introductions over the past year and a half, Hugo Element, D&G's The One for Men, Gucci by Gucci Pour Homme and Lacoste Challenge boast top 10 to top 20 positions in most markets.
Some underline the importance of fragrance brands returning to their historic roots. Last fall, Aramis launched the Aramis Gentleman's Collection, which culls the brand's past scents. It has helped Aramis—whose overall business has grown by double digits in Europe this year—to remain in Europe's top 20. In the U.K., it ranks in the top five and in Germany's top 15, according to Gabai-Pinsky.
A major growth driver for the prestige fragrance category will be the BRIC markets, or Brazil, Russia, India and China, as its consumers become more sophisticated beauty product users. “We also believe that there is significant potential to further increase the total size of fragrance categories in the more developed markets by completing offerings across price tiers and product categories and forms,” says Louvet.
Executives point to a stronger emphasis on the men's prestige fragrance category, with a surge in the number of groups, plus the amount of money and creativity (in terms of product development and marketing), flooding the men's segment in Europe.
“[Companies] are investing as much as they used to invest in the women's sector for the launches,” says Eric Henry, Beauté Prestige International's chief operating officer, speaking of both fragrance and grooming. “Now, if you look at media, for instance, they are spending as much as they did for women's launches.”
In Europe, the French, German, U.K., Spanish and Italian markets generate almost 70 percent of all men's sales, estimates Henry.
Whether skin care or fragrance, successfully engaging men involves a different formula than for women. Simplicity, executives unanimously agree, is key.
“You shouldn't oversophisticate the market,” says Lebel. “You have to offer technology. You have to offer [products] which are high performance. Things have to remain simple, which is a challenge in itself. Making something very technological, very new and different, and yet simple—it's probably the biggest challenge.”
“What we've learned in Europe about simplification is something that we will effectively look into for the U.S.,” adds Gabai-Pinsky.
Other musts is that a product works quickly, is easy to use and involves simple gestures.
“It needs to be more performance oriented, more result oriented, very simple, right to the point, explaining what the problem is and giving right away the solution and high performance,” she continues.
The language used to talk to men about skin care benefits through advertising needs to meet their comfort zones, as well.
“Men want to know who you are, what you promise and why you are right for them,” says Louvet. “Differences only come out in the execution, where men prefer more straightforward and direct communication approaches. In the fragrance category, this demands particular skill, as we are not only talking to him, but at the same time, also to her—she buys almost half of all male fragrances, either as gifts or together with him.”
Nivea executives carefully chose the descriptor for the Revitalizing line, relaunched at the end of 2009. Had it been a product for women, it probably would have been marketed as an “antiwrinkle cream,” says Hollmann-Peters. “For men, it's more about the powerful revitalizing benefit and it's also linked to the Q-10 ingredient.
“Men want to look ‘healthy’ and ‘energized,’” she continues. Along the same lines, while some believe there could be a growing market for men's makeup (“everybody wants to look good,” says BPI's Henry), the word “makeup” is wrong for men.
“No man wants to be ‘made up,’” says Gabai-Pinsky. “Men want to be ‘enhanced’ and ‘handsome,’ so we have to reinvent the terminology.”
BPI's Jean Paul Gaultier has found a niche following for its men's color cosmetics, and other brands—such as Givenchy and Yves Saint Laurent—have introduced items geared toward guys.
For advertising, executives say humor is important. (Think Axe/Lynx's zany spots.) And when it comes to choosing spokespeople for grooming or fragrance products, it's key to make men feel secure.
“It's not just girls who are insecure about the way they look—we need to be sensitive to the potential impact our advertising can have on the way guys feel about themselves,” says P&G's Louvet. “For example, attractive male models and celebrities with unattainable physiques make some men feel insecure and put them off buying the product. Depending on the segment you're talking to, it could be that you're much better to have a more ‘down-to-earth’ face of the brand, someone guys can relate to more easily. For other segments with different needs, they want to see the rock star or movie star they identify themselves with.”
The retail scene is still evolving in Europe, too. As elsewhere, men spend less time than women in-store and like to have a dedicated and one-stop shopping area with a clear assortment.
“What we need to define better in Europe is the point of sale experience,” says Gabai-Pinsky. “Europe is the most difficult market when it comes to effectively creating that destination for men. We have to find a way to carve some space on walls or on gondolas where men can be comfortable shopping.”
“You shouldn't oversophisticate the market,” says Lebel.& “Making something very technological, very new and different, and yet simple—it's probably the biggest challenge.”
“You still find a lot of shelves where you have the male products in the category's section, so you find the male deodorant in the overall deodorant section, and so on,” says Hollmann-Peters. “We know from research that men like to have one-stop shopping.”
One way Lauder has catered to some men's love of technology—and general dislike of having to speak too much with female sales associates—is by devising a small, handheld skin analyzer that immediately gives skin diagnostics.
“Because men are not necessarily comfortable shopping in the same environment as women and do not ask a lot of questions, the digital platform becomes absolutely essential,” says Gabai-Pinsky.
Men spend an average of 22 hours a week online and 60 percent of 15- to 50-year-old guys are members of a social network, according to Louvet. So the Internet is an especially effective realm to nab guys.
“Everywhere [Lab Series] is in e-commerce it is its biggest door, and it's something we're going to develop moving forward,” says Gabai-Pinsky, adding that's not to say Lauder won't pursue its brick-and-mortar strategy, as well. “We know that men go online to get information before they make the step of buying a product.”
BPI is selling online “huge quantities” of skin care for men, especially through Douglas' Web site. Beiersdorf, meantime, has dedicated part of its Nivea Web site to men's care, including product descriptions, and it can also touch upon topics such as cars.
Across the board, executives see a bright future in Europe for the men's fragrance and grooming categories, especially since the younger men coming into play are much less afraid of using products than their older counterparts. Concurrently, the aging population (which fighting the onslaught of time) holds great opportunity for skin care.“It's a market that's here to stay and [will] continue to grow,” says Lebel.
The Times (London)
October 28, 2010 Thursday
Edition 1;
National Edition
Men's grooming;
A growth industry
BYLINE: Alice Olins
SECTION: T2;FEATURES; Pg. 4,5
LENGTH: 293 words
1976
Clinique Skin Supplies for Men launches - only 8 years after the women's range. Today its top-selling product online is M Cover, a concealer. In 2002, the ClarinsMen range goes on sale with seven products. It now has 25.
1999
Mankind.co.uk begins selling men's grooming products online. Initially it stocks eight brands. Today it is one of the biggest retailers of its kind in the UK, with 200 brands and more than 3,500 products.
2003
Swinburne University in Melbourne, Australia, launches a make-up course for men. Students learn a variety of male-grooming techniques including how to conceal beard growth and eyebrow-shaping.
2003
JPG enters the men's grooming market with products including a complexion illuminator, eye pencil and a colourless nail-smoothing highlighter. In its first year a million products are sold around the world - one every four seconds.
2005
L'Oreal
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launches its Men Expert range. According to AC Nielson, the marketing research company, the men's skincare market is now growing at ten times the rate of the women's.
2006
Guyliner launches with two products: the Guyliner black kohl pencil and Manscara, men's mascara. There are now six products in the range, with two more in the pipeline for next year. There are also plans for a Guyliner skincare range.
2006
In four years the male-grooming market in the UK triples in value to an estimated £781 million.
Sales of men's body lotions, hair-removal and suncare products increase by 77 per cent over the same period.
2010
In a survey by Opinium Research, one in seven men admit to using products traditionally aimed at women, such as eyeliner, fake tan and spot or blemish concealer. Of those who wear make-up, 26 per cent do so at least once a week and 13 per cent daily.
Words: Alice Olins
Marketing
September 15, 2010
Men's grooming - Failure to clean up
SECTION: SECTOR INSIGHT; Pg. 30
LENGTH: 1203 words
The sector is diversifying as male consumers demand a wider range of products, but competition could drive down value, writes Jane Bainbridge.
Russell Brand has championed the tousled look while David Beckham
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prefers a more manicured style, but despite their different images, both require significant grooming to perfect their appearance. Following celebrity style was once an almost exclusively female preserve, but now men are finding themselves pressured to adopt the 'right' look.
The degree to which men embrace the concept of grooming is highly age-dependent. While younger men have grown up in an environment where attending to one's appearance means more than shaving and spraying on deodorant, older men are not necessarily at ease with such 'preening'.
One in five men aged between 16 and 24 regularly updates their look, with 18% saying they spend a lot of time on their appearance, according to Mintel. For this demographic, men's magazines and a wide range of male-specific products mean grooming is an inherent part of their lifestyle.
Most of the market is accounted for by core areas such as deodorants, shampoos and shaving preparations, but items such as facial moisturisers are gaining popularity and manufacturers are investing in NPD to maintain interest.
The male grooming market - which includes toiletries, skincare and haircare, but excludes fragrances and shavers/razors - will be worth an estimated pounds 484m in 2010, according to Mintel. However, it has been relatively static in recent years; value increased by just 3% over the past three years and last year value dipped slightly.
The recession has affected this sector in several ways. Sales through supermarkets have grown as bargain-hunting has become more prevalent, and this has had an impact on categories such as deodorants and shower products, which are more likely to be put on promotion. However, on the flip side, job insecurity may have helped other products such as cleansers and moisturisers, as men take more care and attention over their appearance.
Skincare is one of the fastest-growing categories in the men's grooming market, accounting for a quarter of sales, although deodorants remain the biggest sellers.
The practice of moisturising is becoming much more commonplace among men and the vast majority of new male face/neck products make hydration or moisturising claims. In the haircare category, men are more likely to consider their hair 'normal' than women, although they are concerned about dandruff and a significant proportion of NPD has been focused on anti-dandruff properties.
However, men's biggest worry regarding their hair is losing it - more than 6m consider it their primary hair concern (TGI), which suggests there is an opportunity for brands to introduce products combining hair-loss treatments. Indeed, L'Oreal
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has already introduced a thickening shampoo under its Elvive brand.
Unilever leads the male-grooming market and is especially strong in deodorants with brands such as Lynx, Sure for Men and Vaseline for Men This year it extended its popular Dove brand into men's products with the launch of Dove Men+Care range. Aimed at men aged 35 and above, it uses the positioning of 'being comfortable with who you are'.
In 2009, the company bought Sara Lee's personal care business meaning that brands such as Radox, Sanex and Bryclcreem joined its fold.
Procter & Gamble's Gillette brand has extended its shaving credentials with associated toiletries while Beiersdorf's Nivea has built a strong male line that it relaunched last year.
Bulldog, which was established in 2005 specifically as men's brand, has grown steadily and this year added Fairtrade products to its range.
When it comes to promoting products, there is a strong affiliation with sportsmen and sporting events. This helps to portray grooming as a masculine or even a macho activity and allay worries among men who are stuck with the perception that it's not manly to spend time on their appearance. Nivea for Men is an official supplier to the England football team while Ulltra has linked up with the Army to supply soldiers with its shaving and skincare products.
Younger men are expected to maintain their grooming habits as they age, while new generations of customers should ensure wider appeal of these products. Yet, as brands fight for market share, there is a risk price discounting could depress value. Mintel predicts the value of the market will grow to pounds 559m in 2015 - a 15% increase from 2010, but a decline of 13% when inflation is taken into account.
Men's-grooming products value sales by category
2010 (est) 2009 2008 %
pounds m % pounds m % pounds m % change
1 Toiletries* 271 56 264 56 266 57 1.5
2 Skincare** 123 25 115 25 119 25 3.3
3 Haircare*** 68 14 66 14 63 13 7.9
Other 23 5 23 5 22 5 4.5
Total 484 100 468 100 470 100 3.0
* Deodorants and body sprays, bath and shower products ** Shaving
preparations, facial moisturisers, self-tanners *** Hair colourants,
hair-styling products, shampoos, conditioners, and hair treatments
Includes bodycare, depilatories, suncare Data may not equal totals due
to rounding Source: Mintel
Men's toiletries manufacturers by value and share
2010 (est) 2009 2008 %
pounds m % pounds m % pounds m % change
1 Unilever 146 36 136 35 135 35 8.1
2 Procter & Gamble 83 20 78 20 92 24 -9.8
3 Beiersdorf 36 9 34 9 31 8 16.1
4 L'Oreal
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16 4 16 4 15 4 6.7
5 Sara Lee 16 4 19 5 19 5 -15.8
6 Coty 12 3 12 3 12 3 -
Other 40 10 43 11 39 10 -30.8
Own-label 60 15 50 13 42 11 42.9
Total 409 100 388 100 385 100 6.2
Source: Mintel
Men's-grooming product sales by type of outlet
2010 (est) 2009 2008 %
pounds m % pounds m % pounds m % change
1 Grocery* 198 41 192 41 178 38 11.2
2 Chemists** 194 40 190 41 202 43 -4.0
3 Drugstores 34 7 33 7 33 7 3.0
4 Department stores 29 6 28 6 38 8 -23.7
Other 29 6 25 5 19 4 52.6
Total 484 100 468 100 470 100 3.0
*Includes supermarkets ** Includes Boots Includes Space NK, standalone
men's toiletries shops, barber shops and online sales Source: Mintel
Women's Wear Daily(WWD)
July 15, 2010
American Crew Adds Recovery Foam
BYLINE: Matthew W. Evans
SECTION: 1; Pg. 12 Vol. 200 No. 10 ISSN: 0149-5380
LENGTH: 354 words
American crew, the men's hair salon brand, is looking to plump up its hair-thickening business with the September introduction of Hair Recovery Foam, a new addition to the brand's Trichology Hair Recovery System, which made its debut last fall.
Trichology Hair Recovery Foam is not designed as a styling aid. Rather, it is meant to be applied to areas of the scalp where the hair is thinning. It is designed to be applied after use of the existing Trichology Hair Recovery Shampoo as part of a two-step regimen.
Initially, the 150-ml. foam and 250-ml. shampoo will be sold together as a duo for $39.95. They will eventually be available separately at more than 2,000 salons in the U.S., with the foam priced at $39.95 and the shampoo at $11.95.
“It's an additional option for guys,” said George Accattato, international educator for American Crew, who noted the foam will not replace existing products in the four-item Trichology Hair Recovery System line. Aside from the shampoo, the Recovery System line includes a 60-count box of patches and 42- and 12-count boxes of ampoules, which contain a concentrate designed to be applied to the scalp.
“The foam will be the product that makes the most sense for guys to use,” said Accattato, who added that, “A lot of guys didn't get the patches,” which are designed to gradually release ingredient while they are worn for eight hours at night.
Like the existing Trichology Hair Recovery System items, the foam uses a combination of hops, rosemary, swertia japonica and silica, which is supposed to yield “fuller, thicker, stronger hair — and [prolonged] hair life,” according to the Denver-based firm.
Trichology Hair Recovery Foam could generate upward of $1 million in retail sales volume during its first year on the market, according to industry sources.
The Trichology Hair Recovery System marked American Crew's entry into the hair-thickening business and the collection is heavily promoted at americancrew.com with a campaign called “100 Real Questions: 100 Expert Answers About Hair Loss.”
Overall, American Crew is distributed in 50 countries and at 25,000-plus salons in the U.S.
No Body Hair Left Behind
BYLINE: By ANDREW ADAM NEWMAN
SECTION: Section E; Column 0; Style Desk; SKIN DEEP; Pg. 3
LENGTH: 1178 words
MARK BRYCE, the operations manager at a semi-trailer dealership in Grand Rapids, Mich., has lost most of the hair on his head, but he is ''really good at growing it everywhere else,'' particularly on his back, said his wife, Anna, a publicist for Amway. ''My husband is blond, so he doesn't look like a big hairy ape, but he does look like a golden retriever,'' she said.
For years, before the couple packed for the beach or a cruise, Ms. Bryce shaved her husband's back with a razor in the shower. Then one of her colleagues took a job with Remington, the shaver maker, and Ms. Bryce noticed on the company's Web site a new shaver with a telescoping handle for unaided trimming of back hair. She joked with her former colleague that her husband could use one.
Two months ago, it arrived in the mail.
''It works really well,'' Ms. Bryce said. ''He doesn't need my help with that anymore, which is nice because I have a lot of other stuff to do besides shave my husband's back.''
As hairless torsos have become the norm for male models and actors, below-the-neck hair removal has gone mainstream. The nascent category of body shavers has surpassed $10 million in annual sales, according to Nielsen data cited by Remington. But many men who aspire to the polished trunks of the ''Jersey Shore'' men face a dilemma when it comes to their backs: they don't want to undergo the expense of waxing or laser hair removal, but are embarrassed to ask others for assistance.
Enter the extendable Remington Body and Back Groomer, which came out last year and costs $39.99. It's an update of shorter Remington Body Groomers, which have sold briskly since being introduced in 2005.
To make the next-generation model, Remington conducted studies of men as they wielded various products to trim body hair. ''You haven't lived until you've been in a bathroom with a man watching him shave all his body parts,'' said Carl Kammer, director of new product development at Remington.
A competing product is the Mangroomer ($49.99), a rechargeable electric trimmer that resembles a back scratcher when fully extended. It was brought to market in 2006 by Brett Marut, a former equities trader, and is now sold in stores like Target, Wal-Mart and Bed, Bath & Beyond. It was, like so many products, created in order to solve a problem for its inventor: while Mr. Marut is no Sasquatch, he did have enough hair on his back that he was ''self-conscious about it at the beach,'' he said.
And there's the sort of razor-meets-back-scrubber approach. A product called Razorba, which costs $29.95 to $69.95 (depending on the model), is a hammer-shaped contraption that holds an embedded Gillette razor. It was invented by a video game programmer, Patrick Alphonso. He said that many customers told him that they were not necessarily averse to back hair, but that theirs grew so oddly that they felt compelled to take action. ''Some guys get like a Fu Manchu on their backs, and it's just stupid looking,'' Mr. Alphonso said.
Another option for the back is depilatory cream. Nair for Men has been on the market since 2001, and in 2008 the brand introduced a spray version ($6.99) that ''allows for no-touch application'' for ''those hard to reach places such as the back,'' according to marketing materials. The Nair for Men line has climbed steadily to about $4.5 million in annual revenue, according to Stacey Feldman, vice president for marketing at Church & Dwight, which makes the Nair products.
Research from Philips Norelco, which makes Bodygroom, a popular body razor, indicates that 47 percent of men use some method of below-the-neck tidying, while among men 18 to 29, 61 percent do. The most popular region to trim, according to the company, is the groin, followed by armpits, chest and back.
''Women universally are not keen on back hair, and when they talk about men's bodies that's one of the least attractive things,'' said Rose Cameron, who tracks men's grooming at the advertising agency Euro RSCG Chicago. ''It's like hair on women's thighs now -- it's just not done,'' she said.
Michael Yagudev, 21, an electrical engineering major at Stony Brook University, uses the Bodygroom on his entire trunk. While ''having a hairy body was a little more in style 10 or 20 years ago, now it's sexy to be more bare,'' he said. ''The male supermodels are completely bare.''
Mr. Yagudev, who said that he has so much body hair on his untrimmed arms and legs that ''mosquitoes can't reach all the way down to my skin,'' took part in a promotional event for Philips Norelco in April. Along with several other men, he appeared shirtless on a stage in Madison Square Park in Manhattan, where the actress Carmen Electra used a Bodygroom to shave his chest.
''It's a story for the grandkids,'' Mr. Yagudev said.
Although the Bodygroom is the size of a conventional trimmer, Mr. Yagudev said he manages to shave his own back because he has long arms, an impossible feat for many. In customer reviews of back-hair removal products on Amazon.com, some men describe their earlier MacGyver-worthy approaches to the task, like taping a razor to a spatula or affixing an electric shaver to a golf putter.
But some men have grown less sheepish about seeking help outside the home.
''Five years ago it was their wives and girlfriends who dragged them in, but now they come of their own volition,'' said Dr. Ranella Hirsch, a dermatologist in Cambridge, Mass., who does laser hair removal.
Among her steadiest clients for back-hair laser removal are male actors, models and professional athletes, especially basketball players, Dr. Hirsch said. ''It's become more socially acceptable for men to care about their appearance,'' she said.
At the Grooming Lounge, a men's hair salon and spa with locations in Washington and McLean, Va., appointments for back waxes, which cost $70, have grown steadily more popular since 2002, when the business was started, said Michael Gilman, a founder.
''We're packed morning to night with back waxes,'' he said. It probably is a help that ESPN is always on and beer is served. But men can still be self-conscious, as Mr. Gilman discovered in the spa's early days, when he observed an employee greeting a client in the waiting room.
''He said, 'Hi, I'll be doing your back wax today,' and the look on the guy's face was horrified,'' Mr. Gilman said. ''Now we just say, 'My name is Mike, and I'll be providing your services today,' whether it's a haircut, shave, wax or manicure.''
Matt Qureshi, 35, who lives in Washington, gets his back waxed at the Grooming Lounge about three times a year.
''It's nice to go to a salon and be able to ask to have services done without there being a lot of women there and being put in an embarrassing situation,'' said Mr. Qureshi, who works for a technology and security company.
Sometimes he reconnects with fraternity buddies who used to call him Chewbacca.
''I'll be out boating with guys who have known me for a while, and they'll say, 'What happened?' '' Mr. Qureshi said. '' 'Did you shed or something?' ''
URL: http://www.nytimes.com
DAILY MAIL (London)
October 14, 2010 Thursday
ELSA MCALONAN, CHERRY PICKS THE BEST PRODUCTS TO KEEP THE BOYS LOOKING THEIR BEST
LENGTH: 1962 words
Men's beauty is big business the male grooming industry has grown
a staggering £22 million in the past year, with the market now worth £592 million. We ve tracked down some of the newest and most innovative products to tackle the most common male grooming issues.
For dry skin
Soap & Glory A Man's Got To Dew (£5.99, Boots)
Shaving makes men's skin more sensitive and prone to irritation than women's skin. While many men believe moisturising isn't necessary, either because it's not manly, or it clogs pores, it is just as vital for men to moisturise as it is for women. This gentle balm contains a razor-burn formula to soothe and protect.
For the sensitive man
Veet For Men Hair Removal Gel Cream (£6.65, Boots)
For the man who likes to be hair-free, but doesn't fancy waxing his legs. Specially formulated for men's tougher, but often sensitive skin, this is simple to use, mess-free and smells a lot better than hair removal creams used to.
For the bravest men
Nad's For Men Body Wax Strips (£8.99 for 20, amazon.co.uk)
And this is for the man not afraid to rip out his body hair. They work in the same way as wax strips for women, but with a stronger 'weave' to ensure hairs are removed from the roots. These strips promise to leave men hair-free for weeks.
For product-heavy hair
Superfish Cleanfish Extreme De-gunk Shampoo (£3.99, Boots)
From the great value Fish hair range, this new shampoo, which launched last month, helps to remove a build-up of products, leaving hair clean and shiny, and without the weighed-down feel. The range also includes Fish Paste Hardcore Hold Matt Effect Putty (£5.99), for a tousled, natural look.
For the eco-friendly man
Organic Blue Men's Bath Soak (£3.99, Waitrose and John Lewis)
This range has many innovative products that should have been thought of years ago. This bath soak contains lemongrass and eucalyptus to help you relax. Look out for the essential oils, including Energising Mood Blend (£8.95), for headaches and blocked sinuses and Restful Night Mood Blend (£8.95).
For perfect nails
Orly Nails For Males (£8.75 orlybeauty.co.uk)
Many more men are now having manicures and looking after their nails and Orly's treatment nail polish is made for them. The matte, natural finish is a combination top coat, base coat and strengthener, and there's no danger of it leaving nails shiny and feminine-looking Ñ it's been created to provide care and protection.
For bright eyes
Molton Brown Bright Vita Eye Energy Serum (£21, moltonbrown.co.uk)
Eye treatments are especially popular with men, and this light serum helps get rid of puffy eyes and dark circles, while working on fine lines. A reflecting complex also brightens the area around the eye without being too obvious.
For an instant pick-me-up
SKINN Fatigue Rescue (£26, 020 8997 8541)
A dermatology-led range formulated specifically for men, these products have a celebrity following. This acts as an intense night repairing anti-ageing cream, and makes the complexion brighter and more radiant. Look out also for SKINN Total Shave (£18), a combined shave cream and cleanser which moisturises and protects.
For the perfect hair cut
Corioliss Grand Prix Professional Hair Clippers (£49.99, hqman.com)
Hair clippers have never been glamorous, but these are designed in racing car colours, and look much more interesting than the barber-shop variety. A great present for the man who has everything.
For soft hands
ClarinsMen Active Hand Care (£12.50 clarins.com)
Men's hands can get dry and chapped, too, and this luxurious non-oily hand cream is specially developed for men who don't like the feeling of cream on their hands after applying it. It dries quickly, leaves no residue and helps calm irritations as well as nourishing and conditioning.
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For clean pores
Sisley Buff & Wash Facial Gel (£61.50, harrods.com)
Exfoliating is just as important for men as it is for women. Scrubbing daily helps prevent ingrown hairs, spots and dull, dry skin. This unisex scrub uses natural plant extracts and essential oils to slough off dead skin cells, and used before shaving, it helps to lift hairs for a closer, cleaner shave.
For healthy hair and skin
Jason Shankey Expert Exfoliating Face and Scalp Scrub, 125ml (£15, jasonshankey.co.uk)
For wide-awake and glowing hair and skin, this works wonders. Ground olive stones remove dead skin cells, and improve the circulation in the face and scalp, to give a radiant glow.
For general grooming
Groom Mate Platinum Nose and Ear Hair Trimmer (£14.50, amazon.co.uk)
The one gadget every man should own is a nose and ear hair trimmer Ð and one that doesn't drag or pull the hairs. This cuts hair effectively and hygienically, meaning less pain and ingrown hairs.
For a healthy glow
Clinique Skin Supplies for Men Non-Streak Bronzer (£15.50, clinique.co.uk)
Part of Clinique's excellent Skin Supplies range for men, this bronzer builds colour gradually so there's no risk of turning orange overnight. It gives more of a glow than a tan, and can be used all year round for a healthy complexion.
For the follicly challenged
Crystal Clear No Shine Serum, (£42, crystalclear.co.uk)
Women have to deal with shiny faces, and the problem of having a shiny bald head can be just as difficult to solve. Traditionally, talcum powder has been used
men trying to tone down a shiny head, but Crystal Clear is a fast-absorbing, non-sticky, non-oily treatment, leaving head and face shine-free.
For the more mature man
Lancome Age Force (£50, lancome.co.uk)
Lancome has discovered that men's skin ages in five primary ways Ñ wrinkles, loss of firmness, larger pores, brown spots and more pronounced nose-to-mouth lines. This moisturiser, with SPF15, helps prevent signs of ageing and is light, non-oily and leaves no shiny residue.
For razor burn
Edwin Jagger Alum Block (£11, cupidandgrace.com)
AN impressive little block that looks like a crystalised stone, which when wet can be massaged into the face to stop bleeding from shaving nicks, acts as an antiseptic for razor burn, and is also a cooling skin balm.
For aches and pains (and man flu)
Jack Black Dragon Ice Relief & Recovery Balm (£17.50, mankind.co.uk)
Containing the intriguing-sounding Dragon's Blood and Willowherb, this is a great pain-relieving cream. Suitable for aching muscles, joint strains and general aches. It also promises to help stimulate the body's immune system, and accelerate healing.
For a year-round tan
He-Shi Express Liquid Tan for Face and Body (£20, he-shi.co.uk)
Self-tan is now hugely popular with men as they, too, become aware of the dangers of sunbathing. This range is unisex, and packaged for both men and women. The formula dries in two minutes and lasts up to five days. The colour can be darkened
applying more layers.
For the stylish man
Penhaligon's Shaving Soap with Bowl, £35 (penhaligons.com)
Traditional shaving soap is making a comeback, and it doesn't get any more classic than this gorgeous wooden bowl and soap from one of the oldest British brands. The soap comes in English Fern and Blenheim Bouquet and lathers to give a smooth, delicious-smelling shave.
For dandruff
REF Anti-Dandruff Shampoo (£7.50, hairtec.com)
This simple range from Swedish brand Ref is packaged exactly how men prefer Ñ fuss-free and sturdy. Containing Tamanu oil, which is known for its healing properties, it also contains an anti-dandruff ingredient. Recommended for use twice a week, it promises cleaner, healthier hair and scalp.
For soft feet
Men's Ped Egg (£9.99 Superdrug)
This ingenious little device is a hand-operated exfoliating tool to remove hard skin from feet. Women have been using them for years, but men get hard skin, too, and this one is designed to fit into a man's hand for easy use.
For the bargain hunter
Men's Matrix Aftershave Balm (£1.99, Tesco)
A brand-new range that is fantastic value, with every product priced at £1.99. The range includes a face scrub, moisturiser and an SPF 15 moisturiser. The aftershave balm calms and soothes skin after shaving with aloe vera and vitamin E, and helps prevent shaving rash and ingrown hairs. The range contains black pepper and smells delicious.
For youthful skin
Kiehl's Facial Fuel Age Combat Moisture Gel (£29.50 mankind.co.uk)
This anti-ageing moisturiser is so light it feels barely there, so it's perfect for men who don't want an oily residue. It promises to help improve the skin's elasticity and reduce fine lines and wrinkles. It also promises to help with a sagging neck Ñ we're glad men have that worry, too!
For sporty types
Aromatherapy Associates De-Stress Muscle Bath & Shower Oil (£34.75, aromatherapyassociates.com)
A glorious bath and shower oil with lavender, rosemary and ginger essential oils that works wonders on muscle and joint aches and pains Ñ great for after sport. The oils are also warming, helping to soothe tired, heavy limbs.
For the man who likes a routine
Trilogy Natural Actives For Men Smooth Shave Cream (£12, John Lewis and Boots)
The Trilogy range for men is just as gentle on the skin as the women's range. And there's a step-by-step programme for men to follow. Cleanse with Face Wash and Scrub, shave with Smooth Shave Cream, soothe with Aftershave Balm, and then moisturise with the SPF15 moisturiser. Couldn't be simpler.
For the high-tech man
SureMen Maximum Protection Aerosol Deodorant (£4.49, Boots)
A deodorant offering up to 50 per cent more protection than some others, as it uses an odour-fighting technology. Microscopic fragrance capsules sit on the skin's surface, and when you perspire, the capsules are dissolved, releasing the fragrance.
For the man who smells divine
Kings Faraday Anti-Perspirant Deodorant (£3.49, (Boots)
This new range is well priced and smells fabulous. Three collections with a range of products in each ensure every man's taste is catered for. The Faraday collection is scented with black pepper and sandalwood, and is inspired
a clean-cut, modern-day dandy style.
For the shaving fan
RazorPit (£19.95, razorpit.com)
A brilliant device to make razor blades last longer, and ensures blades are clean and sharp. Blunt blades are caused
clumps of hair, skin and soap, and this Danish invention means the life of a blade can be prolonged
up to 150 shaves, potentially saving a fortune in replacements. It's essentially a mat to clean the blade, which is simple and effective.
For the wash and go man
A'kin PureMan Energising All-In-One Hair and Body Wash (£8.49, mypure.co.uk)
Made from organic ingredients, the A'Kin range is refreshing and very manly. This wash is gentle enough to use on the body as well as hair, and smells delicious. Look out for A'Kin Dual Action Face Wash and Scrub (£10.99) which is great for everyday use.
For the sensitive man
The Shave Doctor Smooth It Over Moisturazor (£8.95, John Lewis and Superdrug)
This range from the Shave Doctor is
a man who knows what he's talking about. Creator Mark Sproston has experienced all the shaving problems men can have, and has come up with a treatment range that really works. When men wet shave, they remove up to two layers of skin, which can lead to dry patches. This moisturiser helps to replenish the skin's moisture and guard against dryness and premature ageing.
For shaving bumps
Merkur 15C Safety Razor (£21.45, executive-shaving.co.uk)
Safety razors are becoming more popular as two-thirds of men deal with frequent shaving bumps, rashes and ingrown hairs. The safety razor uses one sharp cutting edge, compared with multi-blade razors with up to five blades, which can drag the skin as they quickly become blunt. And replacement blades are cheaper than multi-blade razors.
Men's beauty is big business Ñ the male grooming industry has grown
a staggering £22 million in the past year, with the market now worth £592 million. We've tracked down some of the newest and most innovative products to tackle the most common male grooming issues.
Digital Journal
September 24, 2010 Friday 4:29 PM EST
Three Million Men in Britain Admit to Wearing Make Up
LENGTH: 279 words
Sep. 24, 2010 (Digital Journal delivered by Newstex) --
More than 3 million men in the United Kingdom admit to wearing make up according to a new survey about male grooming conducted by consumer research company Opinium.
The survey was carried out last month and questioned 3,813 men aged 18 and over. According to the results, one in seven of them admitted to wearing some type of make up. The most popular products among men were hair dye and eye cream. Others admitted to wearing mascara, lipstick, nail varnish and face powder. One quarter of the men said they wore make up on a weekly basis and 13% of those surveyed said that they wore make up everyday. It might not come as a surprise to some people but the survey also found that men are much quicker at getting ready to go out than women, taking a little over twenty minutes on average, the average woman is said to take over forty minutes to get ready for a night out. Out of the men surveyed, 20% will wear make up to their place of work and a quarter of them would feel uncomfortable going out for a drink without it. 35% of men said that they borrow their make up products from their other halves. Women said that if they needed to borrow make up they would prefer to do so from their friends or parents. James Endersby, Managing Director of Opinium Research said: '"There is an increasing trend that men are just as aware about their appearance as women and like to take care of the way they look" "We're living in an age where male celebrities are seen wearing 'manscara' and 'guyliner' and everybody thinks it normal. It looks like metrosexual man is here to stay."
Newstex ID: DIJO-0001-49045511
Ask the expert #3: The Hair Guru - Men's Health
Leading grooming expert Jason Shankey answers those burning barnet questions
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I have thinning hair. Is there anything I can do to make it look a bit thicker?
“My best advice is to keep your hair short and neat. This will make your hair appear much thicker and healthier and will disguise your hair loss. Trying to hide thinning hair by growing it longer only draws more attention to it (remember Arthur Scargill?).
Also, ask your barber or hairdresser to cut your hair bluntly as this will also help to make your hair look thicker. Don’t let the stylist ‘point cut’ or cut your hair with ‘thinning scissors’.
Thickening lotions work really well with thinning hair. It’s important to remember, however, that you need to blow dry thickening lotions into the hair so that they swell and create the thickening effect.”
Do I really need to use a hair conditioner?
“Conditioner smoothes out your hair and can help repair damage so it's best reserved for dry and long or thick and coarse hair. There isn’t much point in using it on short hair unless it is dry, damaged or coloured – in which case a conditioner formulated specially for this purpose is recommended. If you’re going to have a lot of sun exposure, conditioner will help keep your hair moisturised and this should help prevent it from drying out.”
What's the best way to actually get the style you want when you go to the hairdressers?
“Your best bet is to bring in a picture of what you want. Otherwise, ensure that your hairdresser gives you a thorough consultation and that you have both agreed on what has been discussed, prior to the hairdresser taking the scissors to your hair.”
How often should I get my hair cut?
“This depends on how thick or how quickly your hair grows. The average time between visits for neat and tidy maintenance is 4–6 weeks.
I have a really round face. Is there a haircut that can make my face look slimmer?
“Shaped and sculpted sideburns below the cheekbone can help make your face look thinner, as can wearing your hair longer at the front, falling over the sides of your face. The idea here is to use your hair to frame your cheeks to give the illusion of a narrower face.”
I wash my hair every day – sometimes twice – and if I miss a day it gets really greasy. I don't want to have to wash it so much so is there anything I can do?
“Wash your hair with lukewarm water and shampoo your scalp with the palms of your hands very gently – don't use your fingertips. This helps to reduce the stimulation of your sebaceous glands, which produce the oil. Make sure you use a shampoo for oily hair and use a dry shampoo in between washes. Also, use a styling product such as my Jason Shankey Expert Styling Paste (£16, jasonshankey.com/expert) which contains an ingredient to absorb excess oil from your scalp.”
My hair's really frizzy – what can I do to tame it?
“Shampoo and condition your hair with products designed specifically for dry hair and experiment with a leave-in conditioner. You could also consider a chemical straightening treatment, but it's important to ask your stylist's advice about whether this is possible or not, based on the health of your hair.”
August 26, 2010 Thursday
Spending: Life's little luxuries resist the downturn: Underwear, alcohol, pets and beauty treatments high on consumer shopping lists
BYLINE: Zoe Wood
According to the report, penny-pinching during the recession did not diminish our desire to look our best. Mintel's analysts highlight a growing preoccupation among adults with their appearance. Britons splashed out more than £13bn on trips to the hairdresser, make-up and other cosmetics last year - £216 per head.
We have spent 50% more on trips to hairdressing and beauty salons in the last decade while make-up sales have doubled to reach £1.3bn. The desire to invest in looking good is not a just a female condition with the men's grooming market now worth almost £850m last year, having grown nearly 50% over the same period.
WWD Supplements
June 18, 2010
THE BEAU IDEAL
BYLINE: Jennifer Weil; - with contributions by MOODBOARD
SECTION: MEN'S SPECIAL REPORT; Pg. 28 Vol. 199 No. 127 ISSN: 0149-5380
LENGTH: 2976 words
HIGHLIGHT: AS ONE OF THE FASTEST-GROWING MEN'S GROOMING MARKETS IN THE WORLD, EUROPE REPRESENTS NOT JUST A RED-HOT SALES OPPORTUNITY, BUT A TEMPLATE FOR BOOSTING GROWTH IN NORTH AMERICA, AS WELL.
The men's grooming and fragrance market is flexing its muscles in Europe, and a growing number of brands are taking interest.
Over the next few months alone, major players such as Chanel, Guerlain, Dolce & Gabbana, Davidoff and Marc Jacobs are introducing new masculine scents. Nuxe is among the brands recently launching treatment lines for men, while others like Gillette are bulking up such skin care offerings.
Gone are the days when a guy furtively applied his girlfriend's face cream behind closed doors. Today, European men are bolder, venturing in greater number to shop for their own brands of beauty—either in-store or online. They're not just snapping up the basics, either, but buying and using more sophisticated treatment offers.
“We're reaching what we'd call a tipping point,” says Jean-Jacques Lebel, executive vice president and managing director of L'Oréal's
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Consumer Products division. “Things are really happening in a big way. There's a point where there is a critical mass of men and word of mouth, and it's becoming absolutely acceptable for men to use men's products. It is now.”
There's a tradition of men in Europe (especially “Latin” Europe, such as France, Italy and Spain) wearing fragrance and, in some markets, like the U.K., ingrained grooming rituals.
“European men have a long-established reputation for appearance consciousness,” says Mark Whalley, Datamonitor consumer analyst. “Although this may be driven partially by cliché& evidence suggests that it has some basis in reality. Interestingly, however, at the same time, there is a certain degree of self-satisfaction and carefree-ness about many European males' attitudes and behaviors over their appearance. These seeming contradictions suggest that there remains a tension between feminized and traditional male values over appearance, but also that attitude-behavior gaps exist that suggest possible openings for industry players to further exploit men's appearance-management concerns.”
The men's grooming category in Europe is already sizeable. Euromonitor reports it pulled in $8.47 billion in retail sales last year in Western Europe, up 1.9 percent versus 2008. Lebel estimates the business has developed by 50 percent in five years.
“It's probably the fastest growing of most markets where we operate,” says Lebel.
These days, it is impossible to make vast generalizations about men's beauty buying habits across Europe. “Cultural barriers in certain European countries are lower, leading to a wider spread and more open [acceptance] of appearance-conscious attitudes and behaviors among men,” says Datamonitor's Whalley.
In a consumer survey the tracking firm conducted in Europe in April and May 2009, men were asked about the importance of looking their best in day-to-day life. Responses varied from country to country, with the percentage of guys answering “important” or “very important” coming in at 35 percent for Sweden, 39 percent for France, 40 percent for the U.K. and—topping the list—63 percent for Russia. The total global average was 53 percent for men versus 70 percent for women who were posed the same query.
Beiersdorf's Nivea for Men is another skin care brand notching up strong gains in Europe.
“Face care is growing by more than 10 percent,” says Inken Hollmann-Peters, international vice president for brand marketing at Beiersdorf, adding the segment is luring new (including older) consumers.
Overall, the men's grooming category's product development largely echoes the evolution of the women's treatment market—which became increasingly segmented—years ago. Executives note that, as of two to five years ago, there have been fewer barriers to entry.
“In the past, some men probably thought if they use a face cream, they wouldn't come across as very masculine,” says Hollmann-Peters, who explains that today, men equate looking good with being more successful in life. “So they're daring even more to take care of themselves.”
She adds Beiersdorf finds consumers in the U.S. (where the company has not yet entered men's categories such as hair care or deodorant) are not as sophisticated, in terms of their usage of care products, as some of their Western European counterparts.
“Whereas in France or the U.K. or Germany, antiage is much stronger,” says Hollmann-Peters.
Still, among marketers' greatest hurdles is getting European men to be even more adventuresome in the types of products they use. There have been some breakthroughs of late, with certain relatively sophisticated offerings being strong sellers in Europe. L'Oréal
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Paris' Men Expert Eye Roll-On, billed as a cooling product to fight wrinkles and under-eye bags, for instance, “is a great success,” says Lebel. “We're concentrating on skin care—[value-added] skin care—because we think that's where we can offer an edge.”
There's also a burgeoning men's deodorant business in Europe. Men Expert is introducing a short line of roll-ons and sprays with a 48-hour antiperspirant claim in parts of Western Europe.
“It's extremely promising,” says Lebel.
Meanwhile, this spring, Beiersdorf launched its high-tech Silver Protect line for men, whose products contain an antibacterial formula with silver molecules, to “excellent” results, says Hollmann-Peters.
Companies are focusing on aftershaves, as well. L'Oréal
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has a few products in the category, which it's leveraging as an extension of its skin care strength. Other personal care categories, such as shower products, are evolving, too. Beiersdorf last year introduced a three-in-one item, called Active 3, which the company claims to be the first in the segment with a triple benefit, including shave prep to facilitate body grooming.
While mass skin care continues its growth trajectory, the prestige treatment market has proven more challenging in Europe.
“We're reaching a tipping point,” says L'Oréal's
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Jean-Jacques Lebel, who estimates the business has grown 50 percent in five years. “Things are really happening in a big way.”
Philippe Benacin, chairman and chief executive officer of Inter Parfums SA, estimates the selective skin care market remains tiny and has been flat for a few years now.
Inter Parfums purchased high-end men's skin care brand Nickel in 2004. At the time, the prestige grooming segment for males was expected to grow at plus-15 or 20 percent annually, says Benacin. “We thought it would become something consistent, like 10 percent or 20 percent of the whole size of the skin care market. But actually, it has maybe stayed at 1 percent to 3 percent,” he explains.
Part of the sector's steep competition is due to the lure of lower price points of skin care for men in channels such as pharmacies and grocery stores.
“Men probably are not ready to spend as much for skin care as women are,” says Benacin. “On top of it, you have many newcomers, which makes it complicated to maintain market share at 7 or 8 or 10 [percent].”
Cultural differences account for the anemic sales, too. “Unlike in Asia—a major market where skin care is completely embedded in the male routine of beauty—Europe stops at shaving,” says Véronique Gabai-Pinksy, global brand president for Aramis and Designer Fragrances, BeautyBank and IdeaBank at the Estée Lauder Cos. Inc. “The challenge for us is to start educating the male consumer on how you can enhance the shaving experience and therefore compliment it with an element of treatment.”
In Europe, Lauder's Lab Series men's skin care brand rings up most of its sales in the shaving category, while treatment is a far second. (That differs from the U.S., where the brand's two most important categories are shaving and treatment. “Cleansing is a little less embedded in the culture or the habits,” Gabai-Pinsky says. “Body or hair care is not something that men necessarily buy in prestige.”)
The good news from Europe is that Lab Series is clocking double-digit gains. A recent hit is Lab Series' Max LS antiaging product. In May in Spain's El Corte Inglés, for instance, it was the department store's number-one stockkeeping unit in men's skin care. Gabai-Pinsky chalks its success up to the product's high-performance, one-product-does-all nature and single message.
She says Lauder is working on developing a product with benefits embedded in the shaving experience. Gabai-Pinsky notes that, when there's a product giving a variety of benefits and immediate results, “the European [male] consumer starts acting a little bit like the Asian consumer, and goes for it.”
That being said, there can be vast differences in shopping patterns from one European country—or even zone—to the next.
“It's much easier for me to develop my grooming and skin care business in continental Europe than it is in Russia, for example,” says Gabai-Pinsky. “There's very little knowledge, understanding or desire for this type of product in emerging Europe.”
The men's fragrance front appears somewhat brighter, with marketers reporting ample room for gains. Last year, its estimated size in Europe was $5.1 billion (with $3.06 billion generated from premium scents, the remainder from mass)—just less than half the estimated $10.1 billion for the European women's scent business, according to Datamonitor. The tracking firm expects the male segment to outpace the female category, with average yearly gains of 2.6 percent and 2 percent, respectively, through 2014.
The European men's prestige fragrance market has been flat on average over the last five years, estimates Benacin, who adds the European prestige women's fragrance market has been flat, as well.
“The market environment continues to be tough around the world and in Europe,” says Patrice Louvet, president of the P&G Global Prestige Products Division.
Executives note increased competition for prestige fragrances from other categories, such as technology. “The share of voice is very expensive—much more so than in the past,” says Philippe Benacin.
Executives note increased competition for prestige fragrances from other categories, such as technology, with the advent of iPhones, for instance.
“The share of voice is very expensive—much more than in the past,” says Benacin. “So it's more complicated to be seen.”
Meanwhile, strong trends in male prestige fragrance shopping keep bubbling up.
“Consumers gravitate to brands they know and trust, but well-rounded new propositions still generate significant momentum,” says Louvet. He highlights the continued success of P&G's classic lines, such as Hugo Boss Bottled, Hugo Man and Dolce & Gabbana Light Blue Pour Homme. And when it comes to introductions over the past year and a half, Hugo Element, D&G's The One for Men, Gucci by Gucci Pour Homme and Lacoste Challenge boast top 10 to top 20 positions in most markets.
Some underline the importance of fragrance brands returning to their historic roots. Last fall, Aramis launched the Aramis Gentleman's Collection, which culls the brand's past scents. It has helped Aramis—whose overall business has grown by double digits in Europe this year—to remain in Europe's top 20. In the U.K., it ranks in the top five and in Germany's top 15, according to Gabai-Pinsky.
A major growth driver for the prestige fragrance category will be the BRIC markets, or Brazil, Russia, India and China, as its consumers become more sophisticated beauty product users. “We also believe that there is significant potential to further increase the total size of fragrance categories in the more developed markets by completing offerings across price tiers and product categories and forms,” says Louvet.
Executives point to a stronger emphasis on the men's prestige fragrance category, with a surge in the number of groups, plus the amount of money and creativity (in terms of product development and marketing), flooding the men's segment in Europe.
“[Companies] are investing as much as they used to invest in the women's sector for the launches,” says Eric Henry, Beauté Prestige International's chief operating officer, speaking of both fragrance and grooming. “Now, if you look at media, for instance, they are spending as much as they did for women's launches.”
In Europe, the French, German, U.K., Spanish and Italian markets generate almost 70 percent of all men's sales, estimates Henry.
Whether skin care or fragrance, successfully engaging men involves a different formula than for women. Simplicity, executives unanimously agree, is key.
“You shouldn't oversophisticate the market,” says Lebel. “You have to offer technology. You have to offer [products] which are high performance. Things have to remain simple, which is a challenge in itself. Making something very technological, very new and different, and yet simple—it's probably the biggest challenge.”
“What we've learned in Europe about simplification is something that we will effectively look into for the U.S.,” adds Gabai-Pinsky.
Other musts is that a product works quickly, is easy to use and involves simple gestures.
“It needs to be more performance oriented, more result oriented, very simple, right to the point, explaining what the problem is and giving right away the solution and high performance,” she continues.
The language used to talk to men about skin care benefits through advertising needs to meet their comfort zones, as well.
“Men want to know who you are, what you promise and why you are right for them,” says Louvet. “Differences only come out in the execution, where men prefer more straightforward and direct communication approaches. In the fragrance category, this demands particular skill, as we are not only talking to him, but at the same time, also to her—she buys almost half of all male fragrances, either as gifts or together with him.”
Nivea executives carefully chose the descriptor for the Revitalizing line, relaunched at the end of 2009. Had it been a product for women, it probably would have been marketed as an “antiwrinkle cream,” says Hollmann-Peters. “For men, it's more about the powerful revitalizing benefit and it's also linked to the Q-10 ingredient.
“Men want to look ‘healthy’ and ‘energized,’” she continues. Along the same lines, while some believe there could be a growing market for men's makeup (“everybody wants to look good,” says BPI's Henry), the word “makeup” is wrong for men.
“No man wants to be ‘made up,’” says Gabai-Pinsky. “Men want to be ‘enhanced’ and ‘handsome,’ so we have to reinvent the terminology.”
BPI's Jean Paul Gaultier has found a niche following for its men's color cosmetics, and other brands—such as Givenchy and Yves Saint Laurent—have introduced items geared toward guys.
For advertising, executives say humor is important. (Think Axe/Lynx's zany spots.) And when it comes to choosing spokespeople for grooming or fragrance products, it's key to make men feel secure.
“It's not just girls who are insecure about the way they look—we need to be sensitive to the potential impact our advertising can have on the way guys feel about themselves,” says P&G's Louvet. “For example, attractive male models and celebrities with unattainable physiques make some men feel insecure and put them off buying the product. Depending on the segment you're talking to, it could be that you're much better to have a more ‘down-to-earth’ face of the brand, someone guys can relate to more easily. For other segments with different needs, they want to see the rock star or movie star they identify themselves with.”
The retail scene is still evolving in Europe, too. As elsewhere, men spend less time than women in-store and like to have a dedicated and one-stop shopping area with a clear assortment.
“What we need to define better in Europe is the point of sale experience,” says Gabai-Pinsky. “Europe is the most difficult market when it comes to effectively creating that destination for men. We have to find a way to carve some space on walls or on gondolas where men can be comfortable shopping.”
“You shouldn't oversophisticate the market,” says Lebel.& “Making something very technological, very new and different, and yet simple—it's probably the biggest challenge.”
“You still find a lot of shelves where you have the male products in the category's section, so you find the male deodorant in the overall deodorant section, and so on,” says Hollmann-Peters. “We know from research that men like to have one-stop shopping.”
One way Lauder has catered to some men's love of technology—and general dislike of having to speak too much with female sales associates—is by devising a small, handheld skin analyzer that immediately gives skin diagnostics.
“Because men are not necessarily comfortable shopping in the same environment as women and do not ask a lot of questions, the digital platform becomes absolutely essential,” says Gabai-Pinsky.
Men spend an average of 22 hours a week online and 60 percent of 15- to 50-year-old guys are members of a social network, according to Louvet. So the Internet is an especially effective realm to nab guys.
“Everywhere [Lab Series] is in e-commerce it is its biggest door, and it's something we're going to develop moving forward,” says Gabai-Pinsky, adding that's not to say Lauder won't pursue its brick-and-mortar strategy, as well. “We know that men go online to get information before they make the step of buying a product.”
BPI is selling online “huge quantities” of skin care for men, especially through Douglas' Web site. Beiersdorf, meantime, has dedicated part of its Nivea Web site to men's care, including product descriptions, and it can also touch upon topics such as cars.
Across the board, executives see a bright future in Europe for the men's fragrance and grooming categories, especially since the younger men coming into play are much less afraid of using products than their older counterparts. Concurrently, the aging population (which fighting the onslaught of time) holds great opportunity for skin care.“It's a market that's here to stay and [will] continue to grow,” says Lebel.
The Times (London)
October 28, 2010 Thursday
Edition 1;
National Edition
Men's grooming;
A growth industry
BYLINE: Alice Olins
SECTION: T2;FEATURES; Pg. 4,5
LENGTH: 293 words
1976
Clinique Skin Supplies for Men launches - only 8 years after the women's range. Today its top-selling product online is M Cover, a concealer. In 2002, the ClarinsMen range goes on sale with seven products. It now has 25.
1999
Mankind.co.uk begins selling men's grooming products online. Initially it stocks eight brands. Today it is one of the biggest retailers of its kind in the UK, with 200 brands and more than 3,500 products.
2003
Swinburne University in Melbourne, Australia, launches a make-up course for men. Students learn a variety of male-grooming techniques including how to conceal beard growth and eyebrow-shaping.
2003
JPG enters the men's grooming market with products including a complexion illuminator, eye pencil and a colourless nail-smoothing highlighter. In its first year a million products are sold around the world - one every four seconds.
2005
L'Oreal
Enhanced Coverage Linking
launches its Men Expert range. According to AC Nielson, the marketing research company, the men's skincare market is now growing at ten times the rate of the women's.
2006
Guyliner launches with two products: the Guyliner black kohl pencil and Manscara, men's mascara. There are now six products in the range, with two more in the pipeline for next year. There are also plans for a Guyliner skincare range.
2006
In four years the male-grooming market in the UK triples in value to an estimated £781 million.
Sales of men's body lotions, hair-removal and suncare products increase by 77 per cent over the same period.
2010
In a survey by Opinium Research, one in seven men admit to using products traditionally aimed at women, such as eyeliner, fake tan and spot or blemish concealer. Of those who wear make-up, 26 per cent do so at least once a week and 13 per cent daily.
Words: Alice Olins
Marketing
September 15, 2010
Men's grooming - Failure to clean up
SECTION: SECTOR INSIGHT; Pg. 30
LENGTH: 1203 words
The sector is diversifying as male consumers demand a wider range of products, but competition could drive down value, writes Jane Bainbridge.
Russell Brand has championed the tousled look while David Beckham
Enhanced Coverage Linking
prefers a more manicured style, but despite their different images, both require significant grooming to perfect their appearance. Following celebrity style was once an almost exclusively female preserve, but now men are finding themselves pressured to adopt the 'right' look.
The degree to which men embrace the concept of grooming is highly age-dependent. While younger men have grown up in an environment where attending to one's appearance means more than shaving and spraying on deodorant, older men are not necessarily at ease with such 'preening'.
One in five men aged between 16 and 24 regularly updates their look, with 18% saying they spend a lot of time on their appearance, according to Mintel. For this demographic, men's magazines and a wide range of male-specific products mean grooming is an inherent part of their lifestyle.
Most of the market is accounted for by core areas such as deodorants, shampoos and shaving preparations, but items such as facial moisturisers are gaining popularity and manufacturers are investing in NPD to maintain interest.
The male grooming market - which includes toiletries, skincare and haircare, but excludes fragrances and shavers/razors - will be worth an estimated pounds 484m in 2010, according to Mintel. However, it has been relatively static in recent years; value increased by just 3% over the past three years and last year value dipped slightly.
The recession has affected this sector in several ways. Sales through supermarkets have grown as bargain-hunting has become more prevalent, and this has had an impact on categories such as deodorants and shower products, which are more likely to be put on promotion. However, on the flip side, job insecurity may have helped other products such as cleansers and moisturisers, as men take more care and attention over their appearance.
Skincare is one of the fastest-growing categories in the men's grooming market, accounting for a quarter of sales, although deodorants remain the biggest sellers.
The practice of moisturising is becoming much more commonplace among men and the vast majority of new male face/neck products make hydration or moisturising claims. In the haircare category, men are more likely to consider their hair 'normal' than women, although they are concerned about dandruff and a significant proportion of NPD has been focused on anti-dandruff properties.
However, men's biggest worry regarding their hair is losing it - more than 6m consider it their primary hair concern (TGI), which suggests there is an opportunity for brands to introduce products combining hair-loss treatments. Indeed, L'Oreal
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has already introduced a thickening shampoo under its Elvive brand.
Unilever leads the male-grooming market and is especially strong in deodorants with brands such as Lynx, Sure for Men and Vaseline for Men This year it extended its popular Dove brand into men's products with the launch of Dove Men+Care range. Aimed at men aged 35 and above, it uses the positioning of 'being comfortable with who you are'.
In 2009, the company bought Sara Lee's personal care business meaning that brands such as Radox, Sanex and Bryclcreem joined its fold.
Procter & Gamble's Gillette brand has extended its shaving credentials with associated toiletries while Beiersdorf's Nivea has built a strong male line that it relaunched last year.
Bulldog, which was established in 2005 specifically as men's brand, has grown steadily and this year added Fairtrade products to its range.
When it comes to promoting products, there is a strong affiliation with sportsmen and sporting events. This helps to portray grooming as a masculine or even a macho activity and allay worries among men who are stuck with the perception that it's not manly to spend time on their appearance. Nivea for Men is an official supplier to the England football team while Ulltra has linked up with the Army to supply soldiers with its shaving and skincare products.
Younger men are expected to maintain their grooming habits as they age, while new generations of customers should ensure wider appeal of these products. Yet, as brands fight for market share, there is a risk price discounting could depress value. Mintel predicts the value of the market will grow to pounds 559m in 2015 - a 15% increase from 2010, but a decline of 13% when inflation is taken into account.
Men's-grooming products value sales by category
2010 (est) 2009 2008 %
pounds m % pounds m % pounds m % change
1 Toiletries* 271 56 264 56 266 57 1.5
2 Skincare** 123 25 115 25 119 25 3.3
3 Haircare*** 68 14 66 14 63 13 7.9
Other 23 5 23 5 22 5 4.5
Total 484 100 468 100 470 100 3.0
* Deodorants and body sprays, bath and shower products ** Shaving
preparations, facial moisturisers, self-tanners *** Hair colourants,
hair-styling products, shampoos, conditioners, and hair treatments
Includes bodycare, depilatories, suncare Data may not equal totals due
to rounding Source: Mintel
Men's toiletries manufacturers by value and share
2010 (est) 2009 2008 %
pounds m % pounds m % pounds m % change
1 Unilever 146 36 136 35 135 35 8.1
2 Procter & Gamble 83 20 78 20 92 24 -9.8
3 Beiersdorf 36 9 34 9 31 8 16.1
4 L'Oreal
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16 4 16 4 15 4 6.7
5 Sara Lee 16 4 19 5 19 5 -15.8
6 Coty 12 3 12 3 12 3 -
Other 40 10 43 11 39 10 -30.8
Own-label 60 15 50 13 42 11 42.9
Total 409 100 388 100 385 100 6.2
Source: Mintel
Men's-grooming product sales by type of outlet
2010 (est) 2009 2008 %
pounds m % pounds m % pounds m % change
1 Grocery* 198 41 192 41 178 38 11.2
2 Chemists** 194 40 190 41 202 43 -4.0
3 Drugstores 34 7 33 7 33 7 3.0
4 Department stores 29 6 28 6 38 8 -23.7
Other 29 6 25 5 19 4 52.6
Total 484 100 468 100 470 100 3.0
*Includes supermarkets ** Includes Boots Includes Space NK, standalone
men's toiletries shops, barber shops and online sales Source: Mintel
Women's Wear Daily(WWD)
July 15, 2010
American Crew Adds Recovery Foam
BYLINE: Matthew W. Evans
SECTION: 1; Pg. 12 Vol. 200 No. 10 ISSN: 0149-5380
LENGTH: 354 words
American crew, the men's hair salon brand, is looking to plump up its hair-thickening business with the September introduction of Hair Recovery Foam, a new addition to the brand's Trichology Hair Recovery System, which made its debut last fall.
Trichology Hair Recovery Foam is not designed as a styling aid. Rather, it is meant to be applied to areas of the scalp where the hair is thinning. It is designed to be applied after use of the existing Trichology Hair Recovery Shampoo as part of a two-step regimen.
Initially, the 150-ml. foam and 250-ml. shampoo will be sold together as a duo for $39.95. They will eventually be available separately at more than 2,000 salons in the U.S., with the foam priced at $39.95 and the shampoo at $11.95.
“It's an additional option for guys,” said George Accattato, international educator for American Crew, who noted the foam will not replace existing products in the four-item Trichology Hair Recovery System line. Aside from the shampoo, the Recovery System line includes a 60-count box of patches and 42- and 12-count boxes of ampoules, which contain a concentrate designed to be applied to the scalp.
“The foam will be the product that makes the most sense for guys to use,” said Accattato, who added that, “A lot of guys didn't get the patches,” which are designed to gradually release ingredient while they are worn for eight hours at night.
Like the existing Trichology Hair Recovery System items, the foam uses a combination of hops, rosemary, swertia japonica and silica, which is supposed to yield “fuller, thicker, stronger hair — and [prolonged] hair life,” according to the Denver-based firm.
Trichology Hair Recovery Foam could generate upward of $1 million in retail sales volume during its first year on the market, according to industry sources.
The Trichology Hair Recovery System marked American Crew's entry into the hair-thickening business and the collection is heavily promoted at americancrew.com with a campaign called “100 Real Questions: 100 Expert Answers About Hair Loss.”
Overall, American Crew is distributed in 50 countries and at 25,000-plus salons in the U.S.
No Body Hair Left Behind
BYLINE: By ANDREW ADAM NEWMAN
SECTION: Section E; Column 0; Style Desk; SKIN DEEP; Pg. 3
LENGTH: 1178 words
MARK BRYCE, the operations manager at a semi-trailer dealership in Grand Rapids, Mich., has lost most of the hair on his head, but he is ''really good at growing it everywhere else,'' particularly on his back, said his wife, Anna, a publicist for Amway. ''My husband is blond, so he doesn't look like a big hairy ape, but he does look like a golden retriever,'' she said.
For years, before the couple packed for the beach or a cruise, Ms. Bryce shaved her husband's back with a razor in the shower. Then one of her colleagues took a job with Remington, the shaver maker, and Ms. Bryce noticed on the company's Web site a new shaver with a telescoping handle for unaided trimming of back hair. She joked with her former colleague that her husband could use one.
Two months ago, it arrived in the mail.
''It works really well,'' Ms. Bryce said. ''He doesn't need my help with that anymore, which is nice because I have a lot of other stuff to do besides shave my husband's back.''
As hairless torsos have become the norm for male models and actors, below-the-neck hair removal has gone mainstream. The nascent category of body shavers has surpassed $10 million in annual sales, according to Nielsen data cited by Remington. But many men who aspire to the polished trunks of the ''Jersey Shore'' men face a dilemma when it comes to their backs: they don't want to undergo the expense of waxing or laser hair removal, but are embarrassed to ask others for assistance.
Enter the extendable Remington Body and Back Groomer, which came out last year and costs $39.99. It's an update of shorter Remington Body Groomers, which have sold briskly since being introduced in 2005.
To make the next-generation model, Remington conducted studies of men as they wielded various products to trim body hair. ''You haven't lived until you've been in a bathroom with a man watching him shave all his body parts,'' said Carl Kammer, director of new product development at Remington.
A competing product is the Mangroomer ($49.99), a rechargeable electric trimmer that resembles a back scratcher when fully extended. It was brought to market in 2006 by Brett Marut, a former equities trader, and is now sold in stores like Target, Wal-Mart and Bed, Bath & Beyond. It was, like so many products, created in order to solve a problem for its inventor: while Mr. Marut is no Sasquatch, he did have enough hair on his back that he was ''self-conscious about it at the beach,'' he said.
And there's the sort of razor-meets-back-scrubber approach. A product called Razorba, which costs $29.95 to $69.95 (depending on the model), is a hammer-shaped contraption that holds an embedded Gillette razor. It was invented by a video game programmer, Patrick Alphonso. He said that many customers told him that they were not necessarily averse to back hair, but that theirs grew so oddly that they felt compelled to take action. ''Some guys get like a Fu Manchu on their backs, and it's just stupid looking,'' Mr. Alphonso said.
Another option for the back is depilatory cream. Nair for Men has been on the market since 2001, and in 2008 the brand introduced a spray version ($6.99) that ''allows for no-touch application'' for ''those hard to reach places such as the back,'' according to marketing materials. The Nair for Men line has climbed steadily to about $4.5 million in annual revenue, according to Stacey Feldman, vice president for marketing at Church & Dwight, which makes the Nair products.
Research from Philips Norelco, which makes Bodygroom, a popular body razor, indicates that 47 percent of men use some method of below-the-neck tidying, while among men 18 to 29, 61 percent do. The most popular region to trim, according to the company, is the groin, followed by armpits, chest and back.
''Women universally are not keen on back hair, and when they talk about men's bodies that's one of the least attractive things,'' said Rose Cameron, who tracks men's grooming at the advertising agency Euro RSCG Chicago. ''It's like hair on women's thighs now -- it's just not done,'' she said.
Michael Yagudev, 21, an electrical engineering major at Stony Brook University, uses the Bodygroom on his entire trunk. While ''having a hairy body was a little more in style 10 or 20 years ago, now it's sexy to be more bare,'' he said. ''The male supermodels are completely bare.''
Mr. Yagudev, who said that he has so much body hair on his untrimmed arms and legs that ''mosquitoes can't reach all the way down to my skin,'' took part in a promotional event for Philips Norelco in April. Along with several other men, he appeared shirtless on a stage in Madison Square Park in Manhattan, where the actress Carmen Electra used a Bodygroom to shave his chest.
''It's a story for the grandkids,'' Mr. Yagudev said.
Although the Bodygroom is the size of a conventional trimmer, Mr. Yagudev said he manages to shave his own back because he has long arms, an impossible feat for many. In customer reviews of back-hair removal products on Amazon.com, some men describe their earlier MacGyver-worthy approaches to the task, like taping a razor to a spatula or affixing an electric shaver to a golf putter.
But some men have grown less sheepish about seeking help outside the home.
''Five years ago it was their wives and girlfriends who dragged them in, but now they come of their own volition,'' said Dr. Ranella Hirsch, a dermatologist in Cambridge, Mass., who does laser hair removal.
Among her steadiest clients for back-hair laser removal are male actors, models and professional athletes, especially basketball players, Dr. Hirsch said. ''It's become more socially acceptable for men to care about their appearance,'' she said.
At the Grooming Lounge, a men's hair salon and spa with locations in Washington and McLean, Va., appointments for back waxes, which cost $70, have grown steadily more popular since 2002, when the business was started, said Michael Gilman, a founder.
''We're packed morning to night with back waxes,'' he said. It probably is a help that ESPN is always on and beer is served. But men can still be self-conscious, as Mr. Gilman discovered in the spa's early days, when he observed an employee greeting a client in the waiting room.
''He said, 'Hi, I'll be doing your back wax today,' and the look on the guy's face was horrified,'' Mr. Gilman said. ''Now we just say, 'My name is Mike, and I'll be providing your services today,' whether it's a haircut, shave, wax or manicure.''
Matt Qureshi, 35, who lives in Washington, gets his back waxed at the Grooming Lounge about three times a year.
''It's nice to go to a salon and be able to ask to have services done without there being a lot of women there and being put in an embarrassing situation,'' said Mr. Qureshi, who works for a technology and security company.
Sometimes he reconnects with fraternity buddies who used to call him Chewbacca.
''I'll be out boating with guys who have known me for a while, and they'll say, 'What happened?' '' Mr. Qureshi said. '' 'Did you shed or something?' ''
URL: http://www.nytimes.com
DAILY MAIL (London)
October 14, 2010 Thursday
ELSA MCALONAN, CHERRY PICKS THE BEST PRODUCTS TO KEEP THE BOYS LOOKING THEIR BEST
LENGTH: 1962 words
Men's beauty is big business the male grooming industry has grown
a staggering £22 million in the past year, with the market now worth £592 million. We ve tracked down some of the newest and most innovative products to tackle the most common male grooming issues.
For dry skin
Soap & Glory A Man's Got To Dew (£5.99, Boots)
Shaving makes men's skin more sensitive and prone to irritation than women's skin. While many men believe moisturising isn't necessary, either because it's not manly, or it clogs pores, it is just as vital for men to moisturise as it is for women. This gentle balm contains a razor-burn formula to soothe and protect.
For the sensitive man
Veet For Men Hair Removal Gel Cream (£6.65, Boots)
For the man who likes to be hair-free, but doesn't fancy waxing his legs. Specially formulated for men's tougher, but often sensitive skin, this is simple to use, mess-free and smells a lot better than hair removal creams used to.
For the bravest men
Nad's For Men Body Wax Strips (£8.99 for 20, amazon.co.uk)
And this is for the man not afraid to rip out his body hair. They work in the same way as wax strips for women, but with a stronger 'weave' to ensure hairs are removed from the roots. These strips promise to leave men hair-free for weeks.
For product-heavy hair
Superfish Cleanfish Extreme De-gunk Shampoo (£3.99, Boots)
From the great value Fish hair range, this new shampoo, which launched last month, helps to remove a build-up of products, leaving hair clean and shiny, and without the weighed-down feel. The range also includes Fish Paste Hardcore Hold Matt Effect Putty (£5.99), for a tousled, natural look.
For the eco-friendly man
Organic Blue Men's Bath Soak (£3.99, Waitrose and John Lewis)
This range has many innovative products that should have been thought of years ago. This bath soak contains lemongrass and eucalyptus to help you relax. Look out for the essential oils, including Energising Mood Blend (£8.95), for headaches and blocked sinuses and Restful Night Mood Blend (£8.95).
For perfect nails
Orly Nails For Males (£8.75 orlybeauty.co.uk)
Many more men are now having manicures and looking after their nails and Orly's treatment nail polish is made for them. The matte, natural finish is a combination top coat, base coat and strengthener, and there's no danger of it leaving nails shiny and feminine-looking Ñ it's been created to provide care and protection.
For bright eyes
Molton Brown Bright Vita Eye Energy Serum (£21, moltonbrown.co.uk)
Eye treatments are especially popular with men, and this light serum helps get rid of puffy eyes and dark circles, while working on fine lines. A reflecting complex also brightens the area around the eye without being too obvious.
For an instant pick-me-up
SKINN Fatigue Rescue (£26, 020 8997 8541)
A dermatology-led range formulated specifically for men, these products have a celebrity following. This acts as an intense night repairing anti-ageing cream, and makes the complexion brighter and more radiant. Look out also for SKINN Total Shave (£18), a combined shave cream and cleanser which moisturises and protects.
For the perfect hair cut
Corioliss Grand Prix Professional Hair Clippers (£49.99, hqman.com)
Hair clippers have never been glamorous, but these are designed in racing car colours, and look much more interesting than the barber-shop variety. A great present for the man who has everything.
For soft hands
ClarinsMen Active Hand Care (£12.50 clarins.com)
Men's hands can get dry and chapped, too, and this luxurious non-oily hand cream is specially developed for men who don't like the feeling of cream on their hands after applying it. It dries quickly, leaves no residue and helps calm irritations as well as nourishing and conditioning.
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For clean pores
Sisley Buff & Wash Facial Gel (£61.50, harrods.com)
Exfoliating is just as important for men as it is for women. Scrubbing daily helps prevent ingrown hairs, spots and dull, dry skin. This unisex scrub uses natural plant extracts and essential oils to slough off dead skin cells, and used before shaving, it helps to lift hairs for a closer, cleaner shave.
For healthy hair and skin
Jason Shankey Expert Exfoliating Face and Scalp Scrub, 125ml (£15, jasonshankey.co.uk)
For wide-awake and glowing hair and skin, this works wonders. Ground olive stones remove dead skin cells, and improve the circulation in the face and scalp, to give a radiant glow.
For general grooming
Groom Mate Platinum Nose and Ear Hair Trimmer (£14.50, amazon.co.uk)
The one gadget every man should own is a nose and ear hair trimmer Ð and one that doesn't drag or pull the hairs. This cuts hair effectively and hygienically, meaning less pain and ingrown hairs.
For a healthy glow
Clinique Skin Supplies for Men Non-Streak Bronzer (£15.50, clinique.co.uk)
Part of Clinique's excellent Skin Supplies range for men, this bronzer builds colour gradually so there's no risk of turning orange overnight. It gives more of a glow than a tan, and can be used all year round for a healthy complexion.
For the follicly challenged
Crystal Clear No Shine Serum, (£42, crystalclear.co.uk)
Women have to deal with shiny faces, and the problem of having a shiny bald head can be just as difficult to solve. Traditionally, talcum powder has been used
men trying to tone down a shiny head, but Crystal Clear is a fast-absorbing, non-sticky, non-oily treatment, leaving head and face shine-free.
For the more mature man
Lancome Age Force (£50, lancome.co.uk)
Lancome has discovered that men's skin ages in five primary ways Ñ wrinkles, loss of firmness, larger pores, brown spots and more pronounced nose-to-mouth lines. This moisturiser, with SPF15, helps prevent signs of ageing and is light, non-oily and leaves no shiny residue.
For razor burn
Edwin Jagger Alum Block (£11, cupidandgrace.com)
AN impressive little block that looks like a crystalised stone, which when wet can be massaged into the face to stop bleeding from shaving nicks, acts as an antiseptic for razor burn, and is also a cooling skin balm.
For aches and pains (and man flu)
Jack Black Dragon Ice Relief & Recovery Balm (£17.50, mankind.co.uk)
Containing the intriguing-sounding Dragon's Blood and Willowherb, this is a great pain-relieving cream. Suitable for aching muscles, joint strains and general aches. It also promises to help stimulate the body's immune system, and accelerate healing.
For a year-round tan
He-Shi Express Liquid Tan for Face and Body (£20, he-shi.co.uk)
Self-tan is now hugely popular with men as they, too, become aware of the dangers of sunbathing. This range is unisex, and packaged for both men and women. The formula dries in two minutes and lasts up to five days. The colour can be darkened
applying more layers.
For the stylish man
Penhaligon's Shaving Soap with Bowl, £35 (penhaligons.com)
Traditional shaving soap is making a comeback, and it doesn't get any more classic than this gorgeous wooden bowl and soap from one of the oldest British brands. The soap comes in English Fern and Blenheim Bouquet and lathers to give a smooth, delicious-smelling shave.
For dandruff
REF Anti-Dandruff Shampoo (£7.50, hairtec.com)
This simple range from Swedish brand Ref is packaged exactly how men prefer Ñ fuss-free and sturdy. Containing Tamanu oil, which is known for its healing properties, it also contains an anti-dandruff ingredient. Recommended for use twice a week, it promises cleaner, healthier hair and scalp.
For soft feet
Men's Ped Egg (£9.99 Superdrug)
This ingenious little device is a hand-operated exfoliating tool to remove hard skin from feet. Women have been using them for years, but men get hard skin, too, and this one is designed to fit into a man's hand for easy use.
For the bargain hunter
Men's Matrix Aftershave Balm (£1.99, Tesco)
A brand-new range that is fantastic value, with every product priced at £1.99. The range includes a face scrub, moisturiser and an SPF 15 moisturiser. The aftershave balm calms and soothes skin after shaving with aloe vera and vitamin E, and helps prevent shaving rash and ingrown hairs. The range contains black pepper and smells delicious.
For youthful skin
Kiehl's Facial Fuel Age Combat Moisture Gel (£29.50 mankind.co.uk)
This anti-ageing moisturiser is so light it feels barely there, so it's perfect for men who don't want an oily residue. It promises to help improve the skin's elasticity and reduce fine lines and wrinkles. It also promises to help with a sagging neck Ñ we're glad men have that worry, too!
For sporty types
Aromatherapy Associates De-Stress Muscle Bath & Shower Oil (£34.75, aromatherapyassociates.com)
A glorious bath and shower oil with lavender, rosemary and ginger essential oils that works wonders on muscle and joint aches and pains Ñ great for after sport. The oils are also warming, helping to soothe tired, heavy limbs.
For the man who likes a routine
Trilogy Natural Actives For Men Smooth Shave Cream (£12, John Lewis and Boots)
The Trilogy range for men is just as gentle on the skin as the women's range. And there's a step-by-step programme for men to follow. Cleanse with Face Wash and Scrub, shave with Smooth Shave Cream, soothe with Aftershave Balm, and then moisturise with the SPF15 moisturiser. Couldn't be simpler.
For the high-tech man
SureMen Maximum Protection Aerosol Deodorant (£4.49, Boots)
A deodorant offering up to 50 per cent more protection than some others, as it uses an odour-fighting technology. Microscopic fragrance capsules sit on the skin's surface, and when you perspire, the capsules are dissolved, releasing the fragrance.
For the man who smells divine
Kings Faraday Anti-Perspirant Deodorant (£3.49, (Boots)
This new range is well priced and smells fabulous. Three collections with a range of products in each ensure every man's taste is catered for. The Faraday collection is scented with black pepper and sandalwood, and is inspired
a clean-cut, modern-day dandy style.
For the shaving fan
RazorPit (£19.95, razorpit.com)
A brilliant device to make razor blades last longer, and ensures blades are clean and sharp. Blunt blades are caused
clumps of hair, skin and soap, and this Danish invention means the life of a blade can be prolonged
up to 150 shaves, potentially saving a fortune in replacements. It's essentially a mat to clean the blade, which is simple and effective.
For the wash and go man
A'kin PureMan Energising All-In-One Hair and Body Wash (£8.49, mypure.co.uk)
Made from organic ingredients, the A'Kin range is refreshing and very manly. This wash is gentle enough to use on the body as well as hair, and smells delicious. Look out for A'Kin Dual Action Face Wash and Scrub (£10.99) which is great for everyday use.
For the sensitive man
The Shave Doctor Smooth It Over Moisturazor (£8.95, John Lewis and Superdrug)
This range from the Shave Doctor is
a man who knows what he's talking about. Creator Mark Sproston has experienced all the shaving problems men can have, and has come up with a treatment range that really works. When men wet shave, they remove up to two layers of skin, which can lead to dry patches. This moisturiser helps to replenish the skin's moisture and guard against dryness and premature ageing.
For shaving bumps
Merkur 15C Safety Razor (£21.45, executive-shaving.co.uk)
Safety razors are becoming more popular as two-thirds of men deal with frequent shaving bumps, rashes and ingrown hairs. The safety razor uses one sharp cutting edge, compared with multi-blade razors with up to five blades, which can drag the skin as they quickly become blunt. And replacement blades are cheaper than multi-blade razors.
Men's beauty is big business Ñ the male grooming industry has grown
a staggering £22 million in the past year, with the market now worth £592 million. We've tracked down some of the newest and most innovative products to tackle the most common male grooming issues.
Digital Journal
September 24, 2010 Friday 4:29 PM EST
Three Million Men in Britain Admit to Wearing Make Up
LENGTH: 279 words
Sep. 24, 2010 (Digital Journal delivered by Newstex) --
More than 3 million men in the United Kingdom admit to wearing make up according to a new survey about male grooming conducted by consumer research company Opinium.
The survey was carried out last month and questioned 3,813 men aged 18 and over. According to the results, one in seven of them admitted to wearing some type of make up. The most popular products among men were hair dye and eye cream. Others admitted to wearing mascara, lipstick, nail varnish and face powder. One quarter of the men said they wore make up on a weekly basis and 13% of those surveyed said that they wore make up everyday. It might not come as a surprise to some people but the survey also found that men are much quicker at getting ready to go out than women, taking a little over twenty minutes on average, the average woman is said to take over forty minutes to get ready for a night out. Out of the men surveyed, 20% will wear make up to their place of work and a quarter of them would feel uncomfortable going out for a drink without it. 35% of men said that they borrow their make up products from their other halves. Women said that if they needed to borrow make up they would prefer to do so from their friends or parents. James Endersby, Managing Director of Opinium Research said: '"There is an increasing trend that men are just as aware about their appearance as women and like to take care of the way they look" "We're living in an age where male celebrities are seen wearing 'manscara' and 'guyliner' and everybody thinks it normal. It looks like metrosexual man is here to stay."
Newstex ID: DIJO-0001-49045511
Ask the expert #3: The Hair Guru - Men's Health
Leading grooming expert Jason Shankey answers those burning barnet questions
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I have thinning hair. Is there anything I can do to make it look a bit thicker?
“My best advice is to keep your hair short and neat. This will make your hair appear much thicker and healthier and will disguise your hair loss. Trying to hide thinning hair by growing it longer only draws more attention to it (remember Arthur Scargill?).
Also, ask your barber or hairdresser to cut your hair bluntly as this will also help to make your hair look thicker. Don’t let the stylist ‘point cut’ or cut your hair with ‘thinning scissors’.
Thickening lotions work really well with thinning hair. It’s important to remember, however, that you need to blow dry thickening lotions into the hair so that they swell and create the thickening effect.”
Do I really need to use a hair conditioner?
“Conditioner smoothes out your hair and can help repair damage so it's best reserved for dry and long or thick and coarse hair. There isn’t much point in using it on short hair unless it is dry, damaged or coloured – in which case a conditioner formulated specially for this purpose is recommended. If you’re going to have a lot of sun exposure, conditioner will help keep your hair moisturised and this should help prevent it from drying out.”
What's the best way to actually get the style you want when you go to the hairdressers?
“Your best bet is to bring in a picture of what you want. Otherwise, ensure that your hairdresser gives you a thorough consultation and that you have both agreed on what has been discussed, prior to the hairdresser taking the scissors to your hair.”
How often should I get my hair cut?
“This depends on how thick or how quickly your hair grows. The average time between visits for neat and tidy maintenance is 4–6 weeks.
I have a really round face. Is there a haircut that can make my face look slimmer?
“Shaped and sculpted sideburns below the cheekbone can help make your face look thinner, as can wearing your hair longer at the front, falling over the sides of your face. The idea here is to use your hair to frame your cheeks to give the illusion of a narrower face.”
I wash my hair every day – sometimes twice – and if I miss a day it gets really greasy. I don't want to have to wash it so much so is there anything I can do?
“Wash your hair with lukewarm water and shampoo your scalp with the palms of your hands very gently – don't use your fingertips. This helps to reduce the stimulation of your sebaceous glands, which produce the oil. Make sure you use a shampoo for oily hair and use a dry shampoo in between washes. Also, use a styling product such as my Jason Shankey Expert Styling Paste (£16, jasonshankey.com/expert) which contains an ingredient to absorb excess oil from your scalp.”
My hair's really frizzy – what can I do to tame it?
“Shampoo and condition your hair with products designed specifically for dry hair and experiment with a leave-in conditioner. You could also consider a chemical straightening treatment, but it's important to ask your stylist's advice about whether this is possible or not, based on the health of your hair.”
erins pp
I'm really sorry that they are all in the wrong order! But it starts from the SWOT
Here are my notes that go along with it! Not sure how much sense it will make,
L’Oreal Presentation
23 global brands divided into consumer products, luxury products, active cosmetics and professional products where L’Oreal Homme fits in.
Most successful Consumer Products are significantly strengthening their positions, thanks in particular to the very strong dynamism of Maybelline.- Loreals latest press release
A key strength ‘world’s largest cosmetics group’ and on 21st October 2010 announced a ‘15%’ growth. –compared to 2009 WSJ
Weakness /appear ethical to consumers
L'Oreal boasts about its commitment to 'skin and hair diversity' yet advertises a whitening cream in India
The good news is that customers around the world are increasingly looking at corporate social responsibility as a deciding factor in their buying decisions. (The Guardian)
Key Opportunity is the men’s grooming marketing £850m and has grown nearly 50% (over a decade) The Guardian
Threat: saturation - The maturity of the European market, where L’Oreal is dominant, suggests this rate of growth is probably gone forever. Ft
Slide 2
L’Oreal Professional Homme
According to website L’Oreal Professional Homme website the brand was created because it is the result of comprehensive research into the professional grooming industry and designed to meet specific needs of men’s hair
Products cover 5 and anti yellow shampoo/ lower premium level
L'Oréal Professionnel is the business and creative partner of over 1 million of the world's most dynamic hairdressers. L'Oréal Professionnel partners are growing faster than the total salon market.
buy products online/amazon
Competitors 3
The market for men’s grooming is fairly saturated and there are many competitors for L’Oreal Professional Homme.
According to an article in the Guardian this sector is resisting the downturn. We have spent 50% more on trips to the hairdresser in the last decade.
Split into three different areas, Professional products/ Consumer styling products /L’Oreal brands split into mass, mid and premium products and services.
L’Oreal has brands at all levels competing for overall market share. Even mass consumed brands such Elvive are following mens grooming trends when designing new products as they have just released a thickening shampoo for thinning hair.
Slide 4
The places where these products are going to be used – These are salons from Nottingham and Leeds. Each one you’ll have a very different experience.
It is only the quality of the services and the L’Oreal recognition that links them together
According to the peppers hair stylist they buy the products in bulk and it is up to them how they display or place them. In Peppers they had a wide variety of products from different brands incliuding L’Oreal brands.
Fudge was most popular.
Slide 5
American Crew seemed to be the most popular brand when asking in salons and they appear to be a key competitor.
They are an American brand with preppy packaging, although stylists and consumers agreed that it is the product that is most important especially Fiber which is.
cutting edge technology/ Trichology system which helps to prevent hair loss and used a high profile marketing strategy to promote it.
This also fits in with a major trend in the male grooming industry – according to Marketing 6million men list hair loss as a primary concern in regards to their appearance.
Slide 6
Non- L’Oreal salons to understand competitors in terms of the context , in the places where services are given and products are sold.
The Refinery was recommended to us by a hairdresser who felt it was his favourite salon in London.
“It is Quintessential, a traditional Barber's shop. I think it’s different because of the little details we do like offering a hot towel at the end of every treatment. “Refinery Receptionist that it has the Harrods image , she also said that grooming and hair treatments were equal with men often coming in for a haircut and also getting a manicure.
Brik is a traditional barbershop style but offering hair styling quality.
They look for high quality performance from the styling products they use and are put off by big corporate brands like L’Oreal opting for brands like American Crew instead.
Slide 7
Online surveys to on the spot interviews with commuters.
Wide age/Market and consumers motivations more fully.
L’Oreal Proffessionel Homme “We have found a new type of man emerging. A man who is confident, discerning, and individual and who invests in premium brands to stand out from the crowd in a subtle sophisticated way.”
the ‘Degree to which men embrace the concept of grooming is highly age dependant younger men have grown up in an environment where attending to one’s appearance means more than shaving and spraying on deodorant.”
20 of the 26 of men we interviewed between the ages of 20 and 35 said that their appearance was very important to them. The most popular styling products were L’Oreal and VO5’ s matt Clay. As well as American Crew products.
What Next?
KPMG Focus group – need to narrow down our target consumer.
Find ways that will engage consumers with our research.
Learn more about the experience and context of the products being used.
Saturday, 20 November 2010
L'Oreal Meeting November 19th
L’Oreal Meeting
November 19th (Izzy, Katie, Erin)
Key Points Discussed
• Looking at adverts aimed at men and picking out key words that are used frequently. Why are these words used? Why do they attract the consumer? Meaning behind them/connotations etc. We could create a visual map of the most popular words used to market to men.
• When analysing adverts consider the ‘Ego boost’ mentality. Look at how adverts are used to make man feel good and feel like ‘the man’. Words and phrases such as ‘BANG’ and ‘You own it, live it’ etc (When considering the salon experience must think about that mentality and the way men like to feel like they own the room. How can this be translated into the grooming industry?)
• Look at all hair brands that exist within L’Oreal (male and female) and analyse them.
• During the focus group we could show men different types of adverts and ask them which ones do they think they are supposed to buy into? Which ones are targeted at them? (Will be interesting to see which ones they are attracted to)
• Research the ‘Evolution of the modern man’. Collect information relating to the development of the modern man through ‘lad culture’, metrosexual, ‘silver fox’ all these different phrases and the men that represent them. (Will come in handy when we segment the target consumer into more specific categories and we can identify different trends within the male personality type) We could maybe create a visual timeline which would document the evolution of the modern man and what that means for L’Oreal?
• What is the motivation for going to a salon? Convenience? Adverts drawing you in? Know you are going to get good service? Educational/Consultation purposes? To switch off/relax? Before a night out? Need to get more consumer insight in this area and think of innovative ways that we can do this.
• Professional. When marketing the L’Oreal Professionnel products and treatments in salons we could think of it from a perspective of marketing to the consumer as ‘The Professional’. This would promote the brand as developed for the more sophisticated consumer who knows more about grooming and needs a higher standard of product to use. Could appeal to the older man who is more established in his career/life and feels like a pro so wants to use professional products.
• How do men speak to each other when women are not present? Looking at how men interact with each other might help us establish the most effective methods of marketing and how the L’Oreal Professionnel brand can interact with the consumer on a personal level. To start with we can research online forums (IMDB, Sports forums etc), Collect the page from More magazine ‘Men overheard’, Listen in bars/restaurants? (Perhaps organise an afternoon to do a covert mission to a bar and listen in to male conversation)
• Look at influential men used in advertising. Who do men admire? Apart from actors/sportsmen who else in the media could we use to promote the brand. Think professional to Professionnel. (Use of Business men? Millionaires, Genius) A more intelligent approach to finding the face of the brand? In line with the idea that the consumer for this brand is a cut above the rest.
• Need to really establish the brand DNA. Cool/Understated/Premium? What does the brand mean? Perhaps develop a brand essence model and really get under the skin of the brand.
• Consider the methods used by last years L’Oreal group when fitting a male cosmetics product into a male lifestyle they chose ‘pens’ an everyday object that fits into male life. How can WE fit salons into the male lifestyle? How can they become part of a weekly routine? Alongside going to the gym and going to football training.. Once a week they go to a salon. Is this possible? How can we integrate the salon experience into everyday life?
• Consider example from ‘The only way is Essex’ Kirk having a shower, getting dressed etc then going BACK to the salon and having his hair styled for a night out. Is there a trend here? Do men want more information on how to look good? Women are taught from a young age by mothers, magazines etc how to be beautiful. Men are only taught how to shave. How can salons help men to maximise their appearance? Which products can do this?
• In terms of THEORY consider the leaders/adopters? Who do we need to target that are going to start a male grooming trend that others will follow? Look at the Essex Boy. Is this a leader? Go on an ‘Essex Night Out’ and get research on how those types of men think and their grooming habits and what attracts them to looking good and visiting salons.
• Look at Macro and Micro trends in the market e.g Mad Men, Brad Pitts beard, Recession, World Cup etc
• Collect information and create a timeline of men’s hair trends and the external factors that effect these. E.g Politics, Society, Recession War etc. thinking do men have more military style short back and sides hair cuts during war times than in a financial boom where men might have more elaborate or longer hair styles as a reflection of wealth and taste.
• Create a ‘hair journal’ of before and after photos of men visiting a salon. Take a photo before they go in to the salon and interview the male on what they hope to get out of the experience, what they want from their haircut, how do they feel etc? Then after the hair cut take another photo and interview him about the experience. Positives and Negatives? Are you pleased with the hair cut? What did you like about the salon? How did you feel during the haircut? What would you change about the experience? (Matt has said he will do this as he needs a haircut this week!)
• Look at male beauty/grooming brands that have associated themselves with very masculine activities. For example Nivea using the world cup or army for their campaigns. Is this sort of marketing effective and why? Does it allow men to justify using grooming products if they are associated with something very masculine? Use Mintel research to back up this area of thinking. Is this something that L’Oreal Professionel Homme could do?
• Think about translating the male bar/vip table experience of a nightclub into a salon experience. The feeling of exclusivity, waitress service/host, complimentary drinks etc (Could tie in to the getting ready for a night out mentality) But mainly thinking about privacy, respect, cut above the rest type attitude of a VIP table and incorporating that into an effective salon experience.
• We need to research Technology and Sciences. Services that men want and how we can use innovations in technology to provide men with this. Thinking about how you can take new technologies within treatments and products and within online/digital and incorporate this into a desirable salon experience for the new male. How can we be innovative when thinking about technology in salons? (E.g something like permanent makeup but for men)
• We need to consider how the L’Oreal Professionnel brand can be communicated across a wide variety of salons. (All very well coming up with exclusive treatments, technologies and marketing but its not going to have the same effect in Peppers Nottingham as it will in The Refinery in Harrods.) Should there be some sort of exclusivity in terms of the status of a ‘Loreal Salon’ what does that mean? Should there be a hierarchy of salons? Should it only be available in certain salons on the condition that they stock the WHOLE range and not just part of it? How can we promote that ‘Professional’ ‘Expert’ image across a wide range of different levels of salons? If this cant be done how can you reduce limitations in this area.
For Tuesday
• Go and buy L’Oreal products all together in the morning.
• While we are buying the products scope out the key competitors and pick out 6 of the main ones that we think are the largest threat to L’Oreal Professionnel.
• Collect adverts from competitors and ones aimed at men (Wide variety of products/brands)
• Create a competitor chart together in the afternoon that covers the USP, Mission Statement, Brand essence etc of our 6 KEY competitors.
• Try and organise a meeting with Gillian for Monday or Tuesday in order to talk through our ideas as we are missing the tutorial on Thurs.
• Plan what we are going to do for the focus group. In the meantime all try and think of things we can do to get relevant info at the focus group and then Tues we will put all our ideas together and come up with an effective structure.
• Need to really get inside the head of a man. What do they want? How do they want to feel? What makes them feel good?
November 19th (Izzy, Katie, Erin)
Key Points Discussed
• Looking at adverts aimed at men and picking out key words that are used frequently. Why are these words used? Why do they attract the consumer? Meaning behind them/connotations etc. We could create a visual map of the most popular words used to market to men.
• When analysing adverts consider the ‘Ego boost’ mentality. Look at how adverts are used to make man feel good and feel like ‘the man’. Words and phrases such as ‘BANG’ and ‘You own it, live it’ etc (When considering the salon experience must think about that mentality and the way men like to feel like they own the room. How can this be translated into the grooming industry?)
• Look at all hair brands that exist within L’Oreal (male and female) and analyse them.
• During the focus group we could show men different types of adverts and ask them which ones do they think they are supposed to buy into? Which ones are targeted at them? (Will be interesting to see which ones they are attracted to)
• Research the ‘Evolution of the modern man’. Collect information relating to the development of the modern man through ‘lad culture’, metrosexual, ‘silver fox’ all these different phrases and the men that represent them. (Will come in handy when we segment the target consumer into more specific categories and we can identify different trends within the male personality type) We could maybe create a visual timeline which would document the evolution of the modern man and what that means for L’Oreal?
• What is the motivation for going to a salon? Convenience? Adverts drawing you in? Know you are going to get good service? Educational/Consultation purposes? To switch off/relax? Before a night out? Need to get more consumer insight in this area and think of innovative ways that we can do this.
• Professional. When marketing the L’Oreal Professionnel products and treatments in salons we could think of it from a perspective of marketing to the consumer as ‘The Professional’. This would promote the brand as developed for the more sophisticated consumer who knows more about grooming and needs a higher standard of product to use. Could appeal to the older man who is more established in his career/life and feels like a pro so wants to use professional products.
• How do men speak to each other when women are not present? Looking at how men interact with each other might help us establish the most effective methods of marketing and how the L’Oreal Professionnel brand can interact with the consumer on a personal level. To start with we can research online forums (IMDB, Sports forums etc), Collect the page from More magazine ‘Men overheard’, Listen in bars/restaurants? (Perhaps organise an afternoon to do a covert mission to a bar and listen in to male conversation)
• Look at influential men used in advertising. Who do men admire? Apart from actors/sportsmen who else in the media could we use to promote the brand. Think professional to Professionnel. (Use of Business men? Millionaires, Genius) A more intelligent approach to finding the face of the brand? In line with the idea that the consumer for this brand is a cut above the rest.
• Need to really establish the brand DNA. Cool/Understated/Premium? What does the brand mean? Perhaps develop a brand essence model and really get under the skin of the brand.
• Consider the methods used by last years L’Oreal group when fitting a male cosmetics product into a male lifestyle they chose ‘pens’ an everyday object that fits into male life. How can WE fit salons into the male lifestyle? How can they become part of a weekly routine? Alongside going to the gym and going to football training.. Once a week they go to a salon. Is this possible? How can we integrate the salon experience into everyday life?
• Consider example from ‘The only way is Essex’ Kirk having a shower, getting dressed etc then going BACK to the salon and having his hair styled for a night out. Is there a trend here? Do men want more information on how to look good? Women are taught from a young age by mothers, magazines etc how to be beautiful. Men are only taught how to shave. How can salons help men to maximise their appearance? Which products can do this?
• In terms of THEORY consider the leaders/adopters? Who do we need to target that are going to start a male grooming trend that others will follow? Look at the Essex Boy. Is this a leader? Go on an ‘Essex Night Out’ and get research on how those types of men think and their grooming habits and what attracts them to looking good and visiting salons.
• Look at Macro and Micro trends in the market e.g Mad Men, Brad Pitts beard, Recession, World Cup etc
• Collect information and create a timeline of men’s hair trends and the external factors that effect these. E.g Politics, Society, Recession War etc. thinking do men have more military style short back and sides hair cuts during war times than in a financial boom where men might have more elaborate or longer hair styles as a reflection of wealth and taste.
• Create a ‘hair journal’ of before and after photos of men visiting a salon. Take a photo before they go in to the salon and interview the male on what they hope to get out of the experience, what they want from their haircut, how do they feel etc? Then after the hair cut take another photo and interview him about the experience. Positives and Negatives? Are you pleased with the hair cut? What did you like about the salon? How did you feel during the haircut? What would you change about the experience? (Matt has said he will do this as he needs a haircut this week!)
• Look at male beauty/grooming brands that have associated themselves with very masculine activities. For example Nivea using the world cup or army for their campaigns. Is this sort of marketing effective and why? Does it allow men to justify using grooming products if they are associated with something very masculine? Use Mintel research to back up this area of thinking. Is this something that L’Oreal Professionel Homme could do?
• Think about translating the male bar/vip table experience of a nightclub into a salon experience. The feeling of exclusivity, waitress service/host, complimentary drinks etc (Could tie in to the getting ready for a night out mentality) But mainly thinking about privacy, respect, cut above the rest type attitude of a VIP table and incorporating that into an effective salon experience.
• We need to research Technology and Sciences. Services that men want and how we can use innovations in technology to provide men with this. Thinking about how you can take new technologies within treatments and products and within online/digital and incorporate this into a desirable salon experience for the new male. How can we be innovative when thinking about technology in salons? (E.g something like permanent makeup but for men)
• We need to consider how the L’Oreal Professionnel brand can be communicated across a wide variety of salons. (All very well coming up with exclusive treatments, technologies and marketing but its not going to have the same effect in Peppers Nottingham as it will in The Refinery in Harrods.) Should there be some sort of exclusivity in terms of the status of a ‘Loreal Salon’ what does that mean? Should there be a hierarchy of salons? Should it only be available in certain salons on the condition that they stock the WHOLE range and not just part of it? How can we promote that ‘Professional’ ‘Expert’ image across a wide range of different levels of salons? If this cant be done how can you reduce limitations in this area.
For Tuesday
• Go and buy L’Oreal products all together in the morning.
• While we are buying the products scope out the key competitors and pick out 6 of the main ones that we think are the largest threat to L’Oreal Professionnel.
• Collect adverts from competitors and ones aimed at men (Wide variety of products/brands)
• Create a competitor chart together in the afternoon that covers the USP, Mission Statement, Brand essence etc of our 6 KEY competitors.
• Try and organise a meeting with Gillian for Monday or Tuesday in order to talk through our ideas as we are missing the tutorial on Thurs.
• Plan what we are going to do for the focus group. In the meantime all try and think of things we can do to get relevant info at the focus group and then Tues we will put all our ideas together and come up with an effective structure.
• Need to really get inside the head of a man. What do they want? How do they want to feel? What makes them feel good?
Thursday, 18 November 2010
Interview with Julia.
Interview with Julia Coy, Hair stylist at Ultimate Hair & Beauty.
Can you please explain the process of hairdressers training?
NVQ level 2 - 2 years practical and theory.
1st year –
• Consultations
• Shampooing/massage
• Blow-drying
• Setting (brick wind/directional)
• Styling/vertical roll
• Applying full head colour (permanent, quasi, semi permanent and temporary)
• Applying colour to roots
• Skin tests
• Incompatibility tests
• Strand tests
2nd year – Cutting
• Long graduation
• Short graduation
• Uniform layer
• One length
• Perm winding (directional, 9 section and brick wind)
Which brands products did you train with at college?
Wella products at college, such as shampoos, conditioners, colours and all Wella styling products.
Which brands products did you train with at the hairdressers you were working in at this time?
We used Matrix, Clynol and Goldwell colours. Then for styling we used Matrix, Clynol, DS:FI and Bedhead.
How many brands were for sale within the salon?
We had five brands for sale which is quite a small amount but we would have every product from each range that those brands had available.
When you left you had qualified and left your job at the Elite salon, were you looking for a salon that used the same or similar products to what you had used before?
Yes, I was looking for a salon that used Matrix colours, I wasn’t really interested in using Wella again. I would have preferred it if I was using the same colours at college as I did at Elite as well. In terms of styling products it doesn’t make that much difference but it would have been good if my new salon sold the same because I now have some knowledge of the styling products used at Elite and this would benefit me in my new salon.
What would you think if L’Oreal were to introduce a training programme into colleges so that their products were used to train with?
I think it would be a good idea because lots of salons stock L’Oreal products so it would make finding a salon simpler.
Do you think it would have benefited you if you would have been trained with L’Oreal products so had gained more information about the intended use of the products?
Yes, I feel as though with a lot of products I’m not entirely sure how to use them myself so I don’t always feel comfortable recommending them to a client.
Can you give me your general thoughts on men vs. women as clients in hairdressers?
I think that men are often more fussy than women, like they will tell you little details of what they want whereas women would be more general. I think that in terms of the haircut or colour it is much easier to inflict your own opinion on a man and he trusts you where as a woman is usually quite set in what she wants and it’s difficult to change her mind. If you explain a product to a man they tend to listen where as a woman seems to think she already knows what it does so isn’t as interested. Hardly any men have colours in comparison to women.
I think in terms of getting a client to buy a product, men are more willing and are very easily sold if you explain the benefits of the product. They can be persuaded very easily. Women, on the other hand have usually already decided before they even come into the salon whether they are going to buy a product that day or not.
Have you ever used L’Oreal Proffessionnel products?
Not yet, I’ve used Matrix and Kerestase which are owned by L’Oreal but not L’Oreal Proffessionnel.
Can you please explain the process of hairdressers training?
NVQ level 2 - 2 years practical and theory.
1st year –
• Consultations
• Shampooing/massage
• Blow-drying
• Setting (brick wind/directional)
• Styling/vertical roll
• Applying full head colour (permanent, quasi, semi permanent and temporary)
• Applying colour to roots
• Skin tests
• Incompatibility tests
• Strand tests
2nd year – Cutting
• Long graduation
• Short graduation
• Uniform layer
• One length
• Perm winding (directional, 9 section and brick wind)
Which brands products did you train with at college?
Wella products at college, such as shampoos, conditioners, colours and all Wella styling products.
Which brands products did you train with at the hairdressers you were working in at this time?
We used Matrix, Clynol and Goldwell colours. Then for styling we used Matrix, Clynol, DS:FI and Bedhead.
How many brands were for sale within the salon?
We had five brands for sale which is quite a small amount but we would have every product from each range that those brands had available.
When you left you had qualified and left your job at the Elite salon, were you looking for a salon that used the same or similar products to what you had used before?
Yes, I was looking for a salon that used Matrix colours, I wasn’t really interested in using Wella again. I would have preferred it if I was using the same colours at college as I did at Elite as well. In terms of styling products it doesn’t make that much difference but it would have been good if my new salon sold the same because I now have some knowledge of the styling products used at Elite and this would benefit me in my new salon.
What would you think if L’Oreal were to introduce a training programme into colleges so that their products were used to train with?
I think it would be a good idea because lots of salons stock L’Oreal products so it would make finding a salon simpler.
Do you think it would have benefited you if you would have been trained with L’Oreal products so had gained more information about the intended use of the products?
Yes, I feel as though with a lot of products I’m not entirely sure how to use them myself so I don’t always feel comfortable recommending them to a client.
Can you give me your general thoughts on men vs. women as clients in hairdressers?
I think that men are often more fussy than women, like they will tell you little details of what they want whereas women would be more general. I think that in terms of the haircut or colour it is much easier to inflict your own opinion on a man and he trusts you where as a woman is usually quite set in what she wants and it’s difficult to change her mind. If you explain a product to a man they tend to listen where as a woman seems to think she already knows what it does so isn’t as interested. Hardly any men have colours in comparison to women.
I think in terms of getting a client to buy a product, men are more willing and are very easily sold if you explain the benefits of the product. They can be persuaded very easily. Women, on the other hand have usually already decided before they even come into the salon whether they are going to buy a product that day or not.
Have you ever used L’Oreal Proffessionnel products?
Not yet, I’ve used Matrix and Kerestase which are owned by L’Oreal but not L’Oreal Proffessionnel.
Tuesday, 16 November 2010
Deadlines
Hey just thought I would post the deadlines so that we have it to hand!
Deadline for Registration
23rd December 2010
Deadline for Pre-Case
19th January 2011
Briefing Day at L'Oréal
24th February 2011, L'Oreal Hammersmith
National Finals
May 2011, L'Oreal Hammersmith
International Finals
June 2011, Paris
Deadline for Registration
23rd December 2010
Deadline for Pre-Case
19th January 2011
Briefing Day at L'Oréal
24th February 2011, L'Oreal Hammersmith
National Finals
May 2011, L'Oreal Hammersmith
International Finals
June 2011, Paris
L'Oreal Press Release
Just found this on L'Oreals latest press release
PROFESSIONAL PRODUCTS
The Professional Products Division recorded 9-month sales growth of +4.5% like-for-like and +13.3% based on reported data, after taking into account the impact of currency fluctuations and of changes in consolidation due to the acquisition of distributors in the United States. The division is increasing its worldwide leadership through strong growth in technical products (colourants and texture) and the conversion of salons to its brands.
- The hair colourant category is continuing to expand strongly, with Inoa by L’Oréal Professionnel which is completing its global roll-out and achieving outstanding performances on all continents, and the new colourant SoColor Beauty by Matrix for salons offering more accessible products. In the texture category, X-Tenso Moisturist (long-lasting straightener) and the Dulcia Advanced permanent wave from L’Oréal Professionnel, together with Opti-Straight by Matrix, are accelerating sales in the New Markets.
- Despite the comparison base following the Inoa launch, Western Europe is maintaining its dynamism, and the division is winning market share in this zone. In North America, the division is being driven by the strong growth of L’Oréal Professionnel, thanks to Inoa, and the dynamism of Matrix and Mizani. The New Markets, particularly the BRIC and the Middle East countries, are growing strongly
http://www.loreal-finance.com/eng/news-release/sales-at-september-30-2010-724.htm
PROFESSIONAL PRODUCTS
The Professional Products Division recorded 9-month sales growth of +4.5% like-for-like and +13.3% based on reported data, after taking into account the impact of currency fluctuations and of changes in consolidation due to the acquisition of distributors in the United States. The division is increasing its worldwide leadership through strong growth in technical products (colourants and texture) and the conversion of salons to its brands.
- The hair colourant category is continuing to expand strongly, with Inoa by L’Oréal Professionnel which is completing its global roll-out and achieving outstanding performances on all continents, and the new colourant SoColor Beauty by Matrix for salons offering more accessible products. In the texture category, X-Tenso Moisturist (long-lasting straightener) and the Dulcia Advanced permanent wave from L’Oréal Professionnel, together with Opti-Straight by Matrix, are accelerating sales in the New Markets.
- Despite the comparison base following the Inoa launch, Western Europe is maintaining its dynamism, and the division is winning market share in this zone. In North America, the division is being driven by the strong growth of L’Oréal Professionnel, thanks to Inoa, and the dynamism of Matrix and Mizani. The New Markets, particularly the BRIC and the Middle East countries, are growing strongly
http://www.loreal-finance.com/eng/news-release/sales-at-september-30-2010-724.htm
Monday, 15 November 2010
Kerastase & HJI.
http://www.examiner.com/south-la-beauty-in-los-angeles/k-rastase-develops-men-s-hair-care-line
Just about Kerastase men's hair range.
http://www.google.co.uk/imgres?imgurl=http://www.hji.co.uk/blogs/main/mens-hero-final.gif&imgrefurl=http://www.hji.co.uk/blogs/2008/08/super-products-to-bring-out-th.html&usg=__eZwpn5H_c0yXRAH5r4_QvvCAfi4=&h=913&w=520&sz=175&hl=en&start=2&sig2=Jp2arslC90s_qAyzzVyJyA&zoom=1&um=1&itbs=1&tbnid=Byb7WZOUFxF5-M:&tbnh=147&tbnw=84&prev=/images%3Fq%3Dmatrix%2Bmens%2Bhair%2Bproducts%26um%3D1%26hl%3Den%26tbs%3Disch:1&ei=p1zhTOqMMcmxhAej6K3bDA
Blog post by Hair styling Journal on best mens hair products.
Just about Kerastase men's hair range.
http://www.google.co.uk/imgres?imgurl=http://www.hji.co.uk/blogs/main/mens-hero-final.gif&imgrefurl=http://www.hji.co.uk/blogs/2008/08/super-products-to-bring-out-th.html&usg=__eZwpn5H_c0yXRAH5r4_QvvCAfi4=&h=913&w=520&sz=175&hl=en&start=2&sig2=Jp2arslC90s_qAyzzVyJyA&zoom=1&um=1&itbs=1&tbnid=Byb7WZOUFxF5-M:&tbnh=147&tbnw=84&prev=/images%3Fq%3Dmatrix%2Bmens%2Bhair%2Bproducts%26um%3D1%26hl%3Den%26tbs%3Disch:1&ei=p1zhTOqMMcmxhAej6K3bDA
Blog post by Hair styling Journal on best mens hair products.
Salon interior design.
Hello, just stumbled across this blog spot about salon interior design, just thought it was interesting and loosely related. Check it out here..
http://designutter.com/?tag=hair-salon-design
xoxo kb
http://designutter.com/?tag=hair-salon-design
xoxo kb
Sunday, 14 November 2010
SECONDARY RESEARCH.
Can use this to back up why we are doing focus group at KPMG:
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=125761/display/id=194274#hit1 HAIRSTYLING AIDS DECEMBER 2005
Market Drivers
The 25-34 age group is showing the biggest decline between 2000 and 2009, although the rate of decrease will slow in the second half of the decade. This is an important demographic group for hairstyling aids, consisting of men and women who are working their way up the career ladder, while possibly balancing the demands of a new home and young family. Looking well groomed at work is a priority for these consumers who will want to keep their hair styled neatly and use styling products to do so.
Trends in employment and the need to look good at work
A well-groomed appearance goes without saying for people working in office-based jobs, with the emphasis still very much on smartness. Alberto Culver’s VO5 Texturising Gum hits the mark in its print advertising which features a youthful man with neat cropped grey hair, which typifies the look many men aged 35+ are looking to achieve. There is further potential here to target the working man or woman with products which enable them to get the groomed ‘City’ look that spells confidence and success.
Also just thought these were useful:
Men’s changing attitudes towards grooming
The term ‘metrosexual man’ has been regularly used during the past couple of years to describe a man in touch with his feminine side, who is prepared to use grooming products to look more attractive. Male sporting icons, such as David Beckham, Jonny Wilkinson and Gavin Henson, or pop stars such as Mcfly, have done much to encourage this trend by their style references, making it acceptable for men to use grooming products they might otherwise have considered to be too feminine.
As a result, men are taking a lot more care over their appearance than just ten years ago, using a wider portfolio of toiletries including hairstyling products. According to Mintel’s Men’s Grooming Habits – UK, Special Report, December 2004, most men take a shower, wash their hair and face and clean their teeth daily, with a marked preference for young men under 35 to use the largest number of toiletries in their regime, including hairstyling products. The media have responded with more dedicated men’s grooming and lifestyle features in newspapers, such as The Times’ and The Sunday Times’ Style section, which are helping to fuel men’s interest in grooming as well as educating them in the use of unfamiliar products, such as styling waxes, putties and gums.
http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=480785&anchor=atom#atom0 MENS GROOMING REPORT 2010
Despite growing interest in personal appearance amongst men and a greater acceptability of using products such as skincare, over the last three years the UK’s £484 million men’s grooming market has grown only marginally, by just 3%.
Men are reluctant to experiment with their appearance. Just one in ten often update their look. They don’t like to spend too long on their appearance either with three out of ten men spending “hardly any time” on their appearance.
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=480785/display/id=539201?select_section=480785 MENS GROOMING AND PERSONAL CARE 2010
Men are relatively unengaged with their appearance and this results in a lack of engagement with the men’s products that offer a solution to appearance concerns. Men are considerably more likely than women to describe their hair and skin as ‘normal’ and pay little attention to the finer nuances of their hair and skincare needs. Even amongst men who acknowledge skincare concerns such as spots, pimples or dry skin, they are still unlikely to see grooming products as a viable solution that will improve their skin or hair condition. As a result, there are more men with skincare concerns than there are skincare product users.
I've got lots more if either of you wanting but i'm guessing you've got some aswell. Peace out blad.
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=125761/display/id=194274#hit1 HAIRSTYLING AIDS DECEMBER 2005
Market Drivers
The 25-34 age group is showing the biggest decline between 2000 and 2009, although the rate of decrease will slow in the second half of the decade. This is an important demographic group for hairstyling aids, consisting of men and women who are working their way up the career ladder, while possibly balancing the demands of a new home and young family. Looking well groomed at work is a priority for these consumers who will want to keep their hair styled neatly and use styling products to do so.
Trends in employment and the need to look good at work
A well-groomed appearance goes without saying for people working in office-based jobs, with the emphasis still very much on smartness. Alberto Culver’s VO5 Texturising Gum hits the mark in its print advertising which features a youthful man with neat cropped grey hair, which typifies the look many men aged 35+ are looking to achieve. There is further potential here to target the working man or woman with products which enable them to get the groomed ‘City’ look that spells confidence and success.
Also just thought these were useful:
Men’s changing attitudes towards grooming
The term ‘metrosexual man’ has been regularly used during the past couple of years to describe a man in touch with his feminine side, who is prepared to use grooming products to look more attractive. Male sporting icons, such as David Beckham, Jonny Wilkinson and Gavin Henson, or pop stars such as Mcfly, have done much to encourage this trend by their style references, making it acceptable for men to use grooming products they might otherwise have considered to be too feminine.
As a result, men are taking a lot more care over their appearance than just ten years ago, using a wider portfolio of toiletries including hairstyling products. According to Mintel’s Men’s Grooming Habits – UK, Special Report, December 2004, most men take a shower, wash their hair and face and clean their teeth daily, with a marked preference for young men under 35 to use the largest number of toiletries in their regime, including hairstyling products. The media have responded with more dedicated men’s grooming and lifestyle features in newspapers, such as The Times’ and The Sunday Times’ Style section, which are helping to fuel men’s interest in grooming as well as educating them in the use of unfamiliar products, such as styling waxes, putties and gums.
http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=480785&anchor=atom#atom0 MENS GROOMING REPORT 2010
Despite growing interest in personal appearance amongst men and a greater acceptability of using products such as skincare, over the last three years the UK’s £484 million men’s grooming market has grown only marginally, by just 3%.
Men are reluctant to experiment with their appearance. Just one in ten often update their look. They don’t like to spend too long on their appearance either with three out of ten men spending “hardly any time” on their appearance.
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=480785/display/id=539201?select_section=480785 MENS GROOMING AND PERSONAL CARE 2010
Men are relatively unengaged with their appearance and this results in a lack of engagement with the men’s products that offer a solution to appearance concerns. Men are considerably more likely than women to describe their hair and skin as ‘normal’ and pay little attention to the finer nuances of their hair and skincare needs. Even amongst men who acknowledge skincare concerns such as spots, pimples or dry skin, they are still unlikely to see grooming products as a viable solution that will improve their skin or hair condition. As a result, there are more men with skincare concerns than there are skincare product users.
I've got lots more if either of you wanting but i'm guessing you've got some aswell. Peace out blad.
Friday, 12 November 2010
Brainstorming!
Ezza, this is just a few things me and izzy came up with over a late night brainstorm. Enjoy!
Collaboration with high profile salon to promote new range of L'Oreal mens salon treatments (Toni and Guy etc) - some sort of incentive for the salon to do this.
Hairdressers tend to stay loyal to the hair colours they have been trained on e.g Matrix. Could L'Oreal professional invest in some sort of hairesser training scheme offering a good job package to hairdressers who would then be able to perform specialised treatments in salons using L'Oreal products.
Could L'Oreal work with colleges etc to start training young hairdressers (Mintel research shown large percentage of hairdressers under 24 and sometimes people feel like they are not given expert advice by such young/amaetur hairdressers. If L'Oreal could provide a scheme where hairdressers are trained by L'Oreal from a young age to offer extensive product knowledge and specialised treatments.. and be loyal to the L'Oreal brand this could provide huge growth in their salon/treatment sector)
Could be good research to go into a hairdressers training college? Look at different courses (specifically barbering, colouring etc)
People are more likely to use products properly and get better results if they are taught by people who know how to use them to the best of their ability.
(In the past L'Oreal have shown interest in presentations based around education of products etc could be something they are hoping to do)
Looking at the wholesalers products (One has anti-aging on the packet - is there a technology used here, perhaps to stimulate hair re growth)
Collaboration with high profile salon to promote new range of L'Oreal mens salon treatments (Toni and Guy etc) - some sort of incentive for the salon to do this.
Hairdressers tend to stay loyal to the hair colours they have been trained on e.g Matrix. Could L'Oreal professional invest in some sort of hairesser training scheme offering a good job package to hairdressers who would then be able to perform specialised treatments in salons using L'Oreal products.
Could L'Oreal work with colleges etc to start training young hairdressers (Mintel research shown large percentage of hairdressers under 24 and sometimes people feel like they are not given expert advice by such young/amaetur hairdressers. If L'Oreal could provide a scheme where hairdressers are trained by L'Oreal from a young age to offer extensive product knowledge and specialised treatments.. and be loyal to the L'Oreal brand this could provide huge growth in their salon/treatment sector)
Could be good research to go into a hairdressers training college? Look at different courses (specifically barbering, colouring etc)
People are more likely to use products properly and get better results if they are taught by people who know how to use them to the best of their ability.
(In the past L'Oreal have shown interest in presentations based around education of products etc could be something they are hoping to do)
Looking at the wholesalers products (One has anti-aging on the packet - is there a technology used here, perhaps to stimulate hair re growth)
Monday, 8 November 2010
Wholesalers visit. 6/11/10
The wholesalers we originally wanted to go to was closed, call Adeles. So we went to this one, Sallys. But there was just one girl working and she didn't really know anything but just got some pictures of the products and stuff to give us an idea of the scope of products that are available to hairdressers. Also took some pictures of the different types of colours that L'Oreal offer.
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