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POWER SHIFTS IN MENS BEAUTY

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A MAN-SIZED OPPORTUNITY Mens grooming is one of the fastest growing segments in personal care.

In 2016, the global male grooming market is estimated to be worth around USD 21.4 billion. By 2020, it’s expected to reach USD 26.6 billion.

Amount in $USD Billions

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10

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25

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2012 2013 2014 2015 2016 2017 2018 2019 20202012 2013 2014 2015 2016 2017 2018 2019 2020

17.318.3

19.320.3 21.4

22.623.9

25.226.6

A MAN-SIZED OPPORTUNITY

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Worldwide, 1 in every 2 men use at least one type of cosmetic product. However Western brands seem to be playing a waiting game, to see how accepting the market evolves before launching male grooming NPD / innovation that rock the boat.

APAC currently represents 65% of the market value, yet the US is the most active in terms of new product launches at 21%, followed by the UKat 17%. So why are they not seeing the category accelerate as quickly as APAC?

9%NORTH

AMERICA

2%

WESTERN EUROPE21%

LATINAMERICA

EASTERNEUROPE 2%

MIDDLE EAST& AFRICA 1%

$21.4BILLION

65%ASIA

PACIFIC

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TRADITIONALBEAUTY WITH A LITTLE “b” BEAUTY WITH A BIG “B”

EVOLVED

MASCULINE BEAUTY PROFILES

HIGHLY FUNCTIONAL GROOMING APPROACH

LIMTED REGIMEN “THE CORE 4”

SHOWER, SHAVE, DEODORANTMOISTURISE

HAS AN OBJECTIVERESEARCHES EXTENSIVELY

RIGOROUS DAILY REGIMEN“BEAUTY GOAL”

USES THE CORE 4 + MORE,BB CREAMS, LIP BALM, WHITENING CREAM, FOUNDATION, MASCARA

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ELEVATED SELF PERCEPTION

= A NEW

CATALYST PERCEPTION

ACCEPTANCEOUTLIERS

SOUTH KOREA & JAPAN

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Korean men are the world’s top per-capita consumers of skincare products (1/5 of sales). In Korea, 70% of military men use cosmetics (AmorePacific). Male grooming & cosmetics has become an entrenched, socially encouraged practice.  Male celebrities supporting cosmetics has become the norm.

INDIA & CHINA

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Despite only recently developing, the male grooming category is booming (China at 20%+ a year). Middle class Chinese males equate men’s beauty care with sophistication and professionalism; whereas in India, Bollywood has helped skin lightening products and lip balms become socially acceptable.

VIETNAM, THAILAND & TAIWAN

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The strongest growth in Asia, with rising cultural acceptance, emerging middle class, burgeoning youth markets & increasing individualism. Men are encountering an entire category at once, rather than seeing some products as being manlier than others and are open to using a wider variety of cosmetic products: lip gloss and lip balm, BB creams and foundation.

STRADDLING BOTH B’S

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Few brands have built their portfolios to respond to needs across both male beauty profiles. However brands such as Biotherm recognise that Asian beauty ideals have less to do with vanity & more to do with success and personal perfection, and use this to engage both sides of the market

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EVOLVING NEEDS Out with the old …in with the new….

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EVOLVING NEEDS

CHANGING CHANNELS: D2C

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CHANGING CHANNELS

CHANGING CHANNELS

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“50 percent of men age 18-34 who use shaving products report an interest in subscription services, as well as 40 percent of men overall.” - Mintel 2016 

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5 WAYS TO EXPLOIT THE BLUR BETWEEN

THE B’S

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1. REIMAGINE TRADITIONS

EXPLOITING THE BLUR BETWEEN THE B’S

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EXPLOITING THE BLUR BETWEEN THE B’S

2. DISRUPT THE FIXED ROUTINE

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3. TAP INTO CULTURAL CONFIDENCE

EXPLOITING THE BLUR BETWEEN THE B’S

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4. ADDRESS THE FEAR FACTOR

EXPLOITING THE BLUR BETWEEN THE B’S

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5. ENGAGE FROM THE SHELF, OUT

EXPLOITING THE BLUR BETWEEN THE B’S

JUMPING OFF POINTS FOR BRAND-OWNERS

1. Respond to shifting cultural & behavioural nuances

2. Expand and extend - reinforce the importance of additional steps into grooming rituals

3. Embrace changing shopping habits by re-thinking your touchpoints (i.e. enabling information searching)

4. Make the most of males’ increasing openness to experimentation

5. Engage from the (virtual/physical) shelf, out – build and elevate dialogue at the shelf to optimize conversion

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QUESTIONS?

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THANK YOU