Behind today's men's grooming trend is a demanding woman

Drug Store News, June 26, 2006 by Antoinette Alexander

These rules apply as much to Feel Good and Zealot shoppers shopping for themselves as they do to Marlena Makeover shopping for her man.

Amy Kasza, an industry research specialist at Hamacher Resource Group, described Marlena as a 25- to 45-year-old career-oriented woman with a college education. She has money to spend and enjoys going out and she believes that she and her spouse/partner need to look good if they are going to fit in with the social group she aspires to be a part of. She may or may not have children, but if she does she still places a high value on her own time and pursuing her activities.

Added Green, "The women do exert influence over the brands and the things they bring home. Every woman said, 'I bring home the products for him.'"

RELATED ARTICLE: Upscale feel, accessibility drive metrosexual grooming sales.

Retailers that want to drive men's personal care sales through Marlena Makeover appeal to her desire for a dedicated area for expanded men's grooming lines that incorporates an upscale feel, product samples and eye catching merchandising displays that employ different colors and scents and samples, like a fragrance area with testers.

Target Corp., for example, has done a great job of reaching this shopper. The cheap, chic discounter merchandises product in a way that makes it easy to browse, with wider aisles and an eye for design.

Furthermore, in March, Target launched in its stores nationwide a new Bath & Body department that focuses on 20 unique brands to give the store a more upscale look. Among its new offerings are several men's personal care brands, including the Sharps brand, a line of men's grooming products sold primarily in specialty stores and barber shops across the United States. Target is Sharps' first exposure to mass retail.

The Sharps Barber Brigade line is geared toward men "who love ESPN and also want to enjoy their shaving experience," explained a company spokesman. The 18-SKU line includes products for the face and body. Prices range between $6.99 and $7.99.

"Target is doing a fantastic job.... They have this whole spa aisle and within that they have the new men's line Sharps," said Nicole Green, senior strategic planner for marketing-to-women consultancy firm Frank About Women, who noted that the line looks masculine without being "off putting" to women. "When I saw Sharps I didn't think twice ]about buying it for my husband]."

CVS has created a men's grooming area by merchandising such products together in one area and setting it apart with hard-to-miss signage. Also, as previously reported by Drug Store News, CVS now is offering through its exclusive Scandinavian beauty brand Lumene a new line for men, called Lumene Skin Tech.

The collection hit CVS shelves in October. It features five products--Deep Cleanse for $8.99; Easy Shave Shaving Foam for $5.99; Sensitive After-Shave for $8.99; Advanced C-Energy, a daily moisturizer with UVA/UVB protection for $12.99; and Magic Lotion for mature skin in need of smoothing and firming benefits for $12.99.