Societal pressures on image drive men's personal care

Drug Store News, March 3, 2008 by Antoinette Alexander

U.S. employment increasingly is shifting toward professional and management jobs that require greater attention to appearance, and the media is increasingly bombarding men with images of the "ideal" male--both moves that spell great opportunity for sales growth in the men's grooming segment. However, there's no denying that the category continues to face some challenges. The key to future growth is innovation.

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"Simple regimens--such as three-step skin care routines, cosmeceuticals and science-based toiletries formulated for men's specific issues, multiple-benefit products, products based on age group, which can simplify product selection, and continued introduction of upscale men's lines-offer opportunities to grow the market," stated Mintel, a research firm in Chicago, in its Men's Toiletries U.S. report.

Thanks in large part to a string of product introductions and the metrosexual media buzz, U.S. retail sales of men's grooming products grew from $3.5 billion in 2002 to nearly $5 billion in 2007, an increase of about 40 percent, according to new data provided by research firm Euromonitor. However, the sales growth is expected to slow through 2012 as sales are predicted to reach about $5.3 billion, up 6.2 percent from 2007. The segment that is expected to experience the largest percentage growth in the coming years: men's skin care.

By 2012, U.S. retail sales of men's skin care is expected to reach about $310 million, an increase of more than 60 percent compared with 2007, according to Euromonitor.

Product introductions--which include upscale men's lines, anti-aging/anti-wrinkle creams and such multiple-benefit products as sun protectant/anti-stress products--marketed to men have contributed to the growth and likely will continue to do so as societal pressures to look good intensify.

Men's desire to look younger is reflected in the number of cosmetic procedures performed on men, which, according to Mintel, includes a 200 percent rise in the number of Botox injections and more than a 100 percent increase in microdermabrasion procedures in just one year (2005 to 2006). The overall number of cosmetic procedures among men, both surgical and non-surgical, increased by 8 percent from 2005 to 2006 to reach 1.1 million. Those men ages 40 to 54 accounted for 45 percent of the cosmetic-procedure patients in 2006.

"This is a positive driver for the men's toiletries market as manufacturers have introduced home microdermabrasion kits, anti-aging and anti-wrinkle creams specially formulated for men, and abdominal creams that enhance muscle tone to meet the demand for quick ways to improve appearance of face and body," Mintel noted in its report.

This trend is not going unnoticed, as companies continue to develop and market products to help him battle the signs of aging and achieve healthier and smoother looking skin.

One such example is L'Oreal Pads. The beauty company has expanded its Men's Expert line with the launch of the new Men's Expert Hydra-Energetic Turbo Recharger Instant Facial Skin Fuel.

According to the company, what makes the product unique is that it is an aftershave and moisturizer that addresses men's top skin concerns--razor burn and dry, flaky skin--in one product.

Like all products in the Men's Expert line, it features the Active Defense System, which is a combination of such active ingredients as peppermint leaf extract to improve the skin's natural defense system against such daily aggressions as shaving.

U.K. beauty retailer Boots recently announced the launch of its No7 skin care line for men. Using 70 years of skin care expertise, the No7 for men line is comprised of 11 products, including face washes, shave recovery balm and a men's version of the Protect & Perfect anti-aging serum.

According to the company, men's skin tends to be twice as oily as women's, something that actually increases with age. However, despite the extra oil, their skin can lose up to 60 percent more moisture than women. The perils of the razor blade and constant shaving can mean men lose elasticity from their skin.

Meanwhile, professional Icelandic soccer star Hans Hansen has created a skin care line made "specifically for the modern man."

The line, dubbed Hans F. Hansen, includes eye gel, moisturizing cream, aftershave gel, facials scrubs and an aftershave lotion. The products are enriched with botanicals, essential oils and vitamins to promote healthy, nourished and balanced skin.

Hansen is planning to eventually expand the line, as well as launch a fashion line and write books.

Bath and body

Expected to experience the second-largest growth gain, behind men's skin care, is men's bath and shower.

According to Euromonitor, the U.S. retail sales in this category are expected to reach $298 million by 2012, an increase of about 36 percent compared with 2007.

Looking to further bolster sales in the men's bath and shower categor34 Unilever's Axe brand has rolled out its new Axe Skin Contact, which is a line extension of its Axe shower products.