ECONOMIC OPPORTUNITY IN MEN’S TOILETRIES
The US Men’s grooming market is valued at $5.5 billion, and the Canadian market represents around $0.7 billion. Globally, the men’s grooming market has evolved from being a relatively undeveloped category in beauty and personal care to having doubled its size in 10 years, according to Euromonitor. Men are becoming more sophisticated in their grooming habits and have tapped into the ever growing product offerings that are now becoming available to them, which has prompted more interest in male-specific products rather than unisex products.
Men’s Toiletries Will Grow Faster than Men’s Shaving Between 2012 and 2017
Although men’s shaving products and deodorants count for the bulk of men’s grooming sales, men’s toiletries represent the fastest growing market segment today, and is predicted to grow significantly higher than men’s shaving between 2012 and 2017. Within men’s toiletries, men’s skin care is the leading market segment with significant market entry opportunities. This category experienced double-digit growth in 2012, driven by increased interest and inspiration from female-related skin care product claims and technologies. See here how you can leverage on this emerging market:
KEY MARKET TRENDS IMPACTING NEW PRODUCT DEVELOPMENT
- Increased penetration of category cross-overs such as skin care products with anti-aging and sun protection benefits, as well as anti-dandruff products with anti-hair loss properties
- Growth in men’s hair care developments that address specific concerns from hair loss, thinning of hair and scalp-oriented shampoos and treatments, to sensitive scalp
- Men’s skin care is adopting a holistic approach, where treating the skin has extended beyond combating wrinkles to improve the overall skin complexion including dark spot correctors and products to treat the eye area, as well as anti-aging formulas, night creams, and serums
- Cleansing and moisturizing continue to be the main expectations men have when it comes to facial skincare according to Mintel GNPD
- Increasing number of natural and organic skin care brands specifically designed for men
- Increased interest in men’s multifunctional products led by their preference for “fast and effective problem-solvers”
- Men’s hair styling sees the revival of the slicked back undercut, influenced by the styles of the early 20th Century, and a modern update on the men’s pompadour hairstyle borrows from the likes of Elvis but in a subtle way
HAIR LOSS, THINNING HAIR, SCALP CARE
- Folistim 2 (Extract blend): Stimulates the hair follicles and consequently accelerates hair growth.
- Bio-Dandrax Plex (Extract blend): Controls dandruff, conditions and strengthens the hair.
IMPROVED SKIN HYDRATION AND SMOOTHING
- Ginseng and Ginkgo Biloba Cucumber (Holistically balanced botanical extracts): Natural solutions, ideal for dry skin and after shaving products
FORMULATING MEN’S ANTI-AGING & SKIN CARE PRODUCTS
REJUVENATION OF AGED CELLS, SKIN ELASTICITY:
- TEGO® Cosmo C 100 (Creatine): Provides revitalization of cell energy metabolism, it supports skin protection and delivers moisturizing properties.
- BRB SG 116 (Cyclopentasiloxane (and) Dimethicone/Vinyl Dimethicone Crosspolymer): a cross-linked silicone elastomer gel dispersed in cyclopentasiloxane that provides luxurious feel as well as improving formula stability by acting as a thickening agent.
FORMULATING MEN’S SPECIALIZED HAIR CARE PRODUCTS
- TEGO® Cosmo C 100 (Creatine): Vitalizes and strengthens the hair. Improves volume and feel of damaged hair and smoothes the hair cuticle.
SCALP CARE, ANTI-HAIR LOSS:
- SPHINGONY® (Sphingonine): Effectively improves the appearance of hair quality. Promotes a healthy scalp, resulting in the appearance of voluminous hair
COOLING SENSORIAL ENHANCERS
- TEGOSOFT® SH (StearylHeptanoate): Emollient which melts at body temperature. Gives a silky, but non-oily skin feel. Especially suitable for skin care products.
- K3 Vita-Kool® (AminopropylMenthyl Phosphate): Excellent anti-inflammatory with collagen synthesis properties. It has a pleasant cooling effect. Promotes cell proliferation.
- Power Moisture Balm for Men featuring TEGO Cosmo C 100
- 2 in 1 Pure Performance Shampoo for Men with TEGO Cosmo C 100
- Cooling After Sun Gel with TEGO Soft SH and TEGO Cosmo C 100
- 3 in 1 Whole Body Clean & Shave Shower Gel for Men with TEGO Cosmo C 100
- Sun Cream with broad-spectrum UV protection SPF 10 featuring TEGO Cosmo C 100
- 5-in-1 All Purpose Men’s Wash with Miracare® LSC-346