More men are into moisturizers

MMR, March 24, 2008

NEW YORK -- Men have many different preferences when it comes to shaving their faces, from power shavers to a wide variety of wet shaving systems.

One of the few things these consumers can agree on is a desire for products that smooth or moisturize the skin.

Sales of shaving cream declined by 2.9% in the 52 weeks ended January 27 in drug stores, supermarkets and discount stores (excluding Wal-Mart Stores Inc.), according to Information Resources Inc. (IRI). Yet, items within the category that offer skin-conditioning qualities that go beyond shaving have done well.

Dollar sales of Edge Advanced Shaving Cream, supplied by S.C. Johnson & Son Inc., were $17.9 million, up 44.7% for the period. The line consists of eight SKUs, including items that are formulated for sensitive and extra-sensitive skin and have moisturizing ingredients.

Another strong performer in the category is Procter & Gamble Co.'s Gillette Fusion Hydra Gel shaving cream, which posted dollar sales of $16.8 million for an annual increase of 17.6%. Formulated with hydrating emollients and lubricants, Gillette Hydra Gel shave cream includes varieties for ultrasensitive skin and with extra-moisturizing ingredients.

Another brand that emphasizes a therapeutic skin care formula is Nivea for Men, supplied by Beiersdorf Inc. The company has expanded the line with two products: Extreme Comfort Shaving Gel and Extreme Comfort Post Shave Balm, both of which use microscopic particles that deliver natural ingredients to the skin for extra smoothness.

In addition, CCA Industries Inc. offers Shave Zone, an aftershave medicated gel that soothes irritation and eliminates razor bumps. The company is expanding distribution of the product nationally, supporting it with promotions on the Internet and in national men's consumer magazines.

Grooming/Shaving             DOLLAR SALES           UNIT VOLUME
Scissors                 $173.7 mil.( 2.3%) *    25.2 mil. (-3%) *

                            Percent Change        Percent Change
For 52 Weeks                      vs.                   VS.
Ending 1/27/08              Prior 12 Months       Prior 12 Months

                             Supermarkets          Supermarkets
                                 -1.7%                 -2.7%
                              Drug Stores           Drug Stores
                                 -2.7%                 -3.5%

                                Dollar                 Unit
Top Brands                     Sales **             Volume ***

 1. Revlon                    $18.3 mil.             4.2 mil.
 2. Conair                    $14.9 mil.             1.2 mil.
 3. Norelco                   $13.6 mil.             0.7 mil.
 4. Trim                      $10.9 mil.             3.7 mil.
 5. Braun 8000 Series         $10.6 mil.             0.1 mil.
 6. Tweezerman                 $8.0 mil.             0.6 mil.
 7. Wahl Home Pro              $7.9 mil.             0.4 mil.
 8. Revlon Microfine           $6.2 mil.             1.0 mil.
 9. Lacross                    $6.1 mil.             1.4 mil.
10. Wahl                       $6.1 mil.             0.3 mil.

* Total of supermarkets, drugstores and discount stores excluding
Wal-Mart Stores Inc.

** All private label brands combined total $11 mil.

*** All private label brands combined total 4.1 mil.

Source: Information Resources Inc.